Strategizing: Theory and Practice Strategizing: Theory and Practice Cтратегирование: теория и практика 2782-2435 2782-2621 75053 10.21603/2782-2435-2024-4-1-85-95 Отраслевое, индустриальное и корпоративное стратегирование Sectoral, Industrial, and Corporate Strategizing Отраслевое, индустриальное и корпоративное стратегирование Transforming the Strategic Communications System in the Light Industry and Fashion Трансформация системы стратегических коммуникаций предприятий легкой промышленности и индустрии моды https://orcid.org/0000-0003-4421-3705 Хворостяная Анна Сергеевна Khvorostyanaya Anna S. Khvorostyanayaas@gmail.com

кандидат экономических наук;

candidate of economic sciences;

 Московский государственный университет имени М. В. Ломоносова Москва Россия Lomonosov Moscow State University Moscow Russian Federation 12 02 2024 12 02 2024 4 1 85 95 30 12 2023 23 01 2024 https://jstrategizing.ru/en/issues/22293/22302/

Ускоренный цикл обновления коллекций на предприятиях легкой промышленности и индустрии моды ведет к истощению производственного ресурса при отсутствии спроса на него и негативной реакции потребителей, озабоченных вопросами экологии и загрязнения окружающей среды. Повышенный интерес к экологически чистым материалам и бережливому производству вызывает рост популярности брендов, которые внедряют устойчивые практики ведения предпринимательства. Актуальность выбранной темы связана с тем, что система стратегических коммуникаций предприятия индустрии моды подвержена качественным изменениям из-за трендов и закономерностей. Изменение принципов, философии, идеологии и стратегических приоритетов предприятия отрасли в контакте экологических преобразований должно быть видимым для потребителя. Новизна работы обусловлена слабой изученностью темы трансформации системы стратегических коммуникаций для предприятий легкой промышленности и индустрии моды. Цель – выявить обновленный рабочий инструментарий системы стратегических коммуникаций для эффективного долгосрочного развития брендов легкой промышленности и индустрии моды. Статья основана на теории стратегии и методологии стратегирования академика В. Л. Квинта. Для достижения цели исследования были использованы такие методы, как анализ, синтез, обобщение, абстрагирование и бенчмаркинг. В работе были исследованы ключевые стратегические тренды и закономерности, которые формируют новые стратегические принципы предпринимательства в легкой промышленности и индустрии моды. Сформулирована обновленная система стратегических коммуникаций для донесения потребителям информации о новых ценностях.

The fashion industry has to update collections extremely fast, which leads to resource depletion in the absence of demand. Moreover, environmentally-aware consumers tend to associate this accelerated production cycle with environmental pollution. As a result, the growing public interest in green materials and lean manufacturing increases the popularity of brands that are associated with sustainable business practices. The relevance of the topic is due to the fact that the strategic communications system is also a subject to qualitative changes brought about by new trends and patterns. If a fashion enterprise changes its principles, philosophy, ideology, and strategic priorities in the context of environmental transformations, customers should be made aware of these changes. Strategic communications and their transformations in the TFC industry remain largely understudied. The author identified the current working tools of the strategic communications system that could provide effective long-term development in the fashion industry. The research relied on the theory and methodology of strategizing developed by Professor V.L. Kvint, Dr.Sc.(Econ.), Foreign Member of the Russian Academy of Sciences. Such standard methods as analysis, synthesis, generalization, abstraction, and benchmarking made it possible to reveal the key strategic trends and patterns that shape the contemporary strategic principles of entrepreneurship in the TFC industry. The resulting updated system of strategic communications is effective in bringing across new values to fashion consumers.

 система стратегических коммуникаций легкая промышленность индустрия моды стратегия стратегический приоритет бренд технологии strategic communications system light industry fashion industry TFC industry strategy strategic priority brand technology

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