Factors of mass fashion development as a reflection of preferences of wide layers of consumer society in fashion industry

Abstract

Purpose. The main purpose of this investigation is to formulate basic vectors of development of fashion industry in its modern understanding, and also to descript main factors of mass fashion formation as reflections of preferences of wide layers of consumer society. Determination of criteria of assimilation of “mass” and “high” fashion is considered in a context of new standards of forming of fashion project appearance in the design of a suit. Methodology. Research methodology consists in application of complex of scientific principles. During work with visual materials the objective analytical method is applied. For collection, systematization and generalization of scientific, publicistic and journalistic sources of literature the literary-analytical method is used. Originality. In the article basic directions of development of industry of fashion in the second half of ХХ century are determined. It is grounded, that this period is characterized by the radical innovations not only in the form of but also in maintenance of fashion appearances. The factors of becoming of mass fashion as reflections of advantages of wide layers of consumer society are described. Main criteria of assimilation of “haute couture” and “mass market” fashion for creation of actual fashion tendencies and appearances are determined. It is grounded, that economic growth as well as social and cultural innovations (including fashion), productively influence the forming of society way of life, at both national and international levels. Conclusions. Thus, 1960th are undeniable proof of the fact that economic growth and socio-cultural innovations (including fashion), are productively interdependent in the process of forming of society way of life, at both national and international levels. The objective factors of development surely influence the subjective perception of environment: purchaser ability and consumer requirements grow, life standards rise and possibility of their use increases, including due to development of industrial production of material achievements, – in other words, consumer society broadens actively. Exactly due to these descriptions, 1960th can be named the critical stage of fashion industry development in ХХ century.