Fashion business in Ukraine

Science and education ministry of Ukraine

National Mining University

Department of foreign languages

Report

on a theme:

«Fashion business in Ukraine»

Executed by:

Kozeko A. V.

Checked by:

Nechay N.M.

Dnepropetrovsk

2011

Contents

Introduction 1.  The Ukrainian fashion: in expectation of a miracle 2.  Fashion event boosts Ukraine’s nascent fashion industry. Made in Ukraine becomes fashionable 3.  The 17^th Pret-a-Porter Seasons of Fashion Week and new trends in fashion 4.  Ukrainian Fashion Weeks 5.  27^th UFW: a spicy treat for European fashionistas Conclusion List of references

Introduction

“The fashion is an art, craft, vital ideology, a kit of stamps, the big business, a self-expression method, a distinctivefeature of an exclusive accessory: In general, the fashion is everything.”

InterModa.RU

Fashion is something we deal with everyday. Even people who say they don't care what they wear choose clothes every morning that say a lot about them and how they feel that day.

There are many reasons we wear what we wear.

·  Protection from cold, rain and snow: mountain climbers wear high-tech outerwear to avoid frostbite and over-exposure.

·  Physical attraction: many styles are worn to inspire "chemistry."

·  Emotions: we dress "up" when we're happy and "down" when we're upset.

·  Religious expression: Orthodox Jewish men wear long black suits and Islamic women cover every part of their body except their eyes.

·  Identification and tradition: judges wear robes, people in the military wear uniforms, brides wear long white dresses.

Although the fashion industry developed first in Europe and America, today it is an international and highly globalized industry, with clothing often designed in one country, manufactured in another, and sold world-wide. The fashion industry consists of four levels: the production of raw materials, principally fibres and textiles but also leather and fur; the production of fashion goods by designers, manufacturers, contractors, and others; retail sales; and various forms of advertising and promotion. These levels consist of many separate but interdependent sectors, all of which are devoted to the goal of satisfying consumer demand for apparel under conditions that enable participants in the industry to operate at a profit.

As Bob Kerrey, a former American senator from Nebraska, puts it: “Fashion is a very serious business”: it keeps much of the advertising industry going; it plays a vital part in the retail trade; and, in a world of trade disputes and cotton subsidies, it is politically sensitive.

The industry of a fashion of the world is developed and filled by all niches of economy, it brings an essential share of the income in the state treasury and is one of state income items. Fashion business began to be guided by segments, to please with service quality. More and more money starts to rotate in this industry.

Fashion is big business. More people are involved in the buying, selling and production of clothing than any other business in the world. Everyday, millions of workers design, sew, glue, dye, and transport clothing to stores. Ads on buses, billboards and magazines give us ideas about what to wear, consciously, or subconsciously.

In country where the fashion industry has a relevant and important position for the local economy, production and exporting of fashion goods, as well as fashion events like fashion weeks, trade fairs and awards, boosts its economy and raises its annual revenue, positively influencing other sectors of the local economy, like the service sector.

1.  The Ukrainian fashion: in expectation of a miracle

ukraine fashion business

As designers believe, haute couture is absent in Ukraine as well as in other Post-Soviet states. All collections are lines of ready-to-wear clothes, pret-a-porter. Fashions-arts don't exist.

Undoubtedly, the Ukrainian fashion has rather perspective future, there is a weight of preconditions to that.

1. Professional base. In Soviet period light industry was one of leading industries of Ukraine. Even now professional level of specialists at separate garment factories is so high that allows to carry out orders on sewing from abroad. Creative developments, curves, fabrics come here to be implemented by the skill of Ukrainian specialists.

2. Talented young designers. A lot of various displays and competitions are conducted in Ukraine. The most known are: the Ukrainian week pret-and-port «fashion Seasons», the International festival of a fashion «Kiev podium», International contest of one dress «the Crystal silhouette» and a lot of others. Constantly new names appear, and known designers in the country work with known clients (for example, Ajna Gase, Alexey Zalevsky, Anna Babenko, Sergey Byzov). Some Ukrainian fashion designers are more known in Europe than in the homeland - designers look for more adequate and solvent consumer. But many of them find methods to advance their collections in the homeland too. One of the vivid examples - some fashion lines and accessories, and also a chain store system of fashionable house Victoria GRES (the fashion designer Victoria Gres). Very good example is Lilija Pustovit. The talented designer, having connected the name with a trade mark of the investor, has created design brand NB Poustovit - for today one of the most successful Ukrainian fashion brands in the country, under the same scheme works Nota Bene and Karavay. The close partnership with one more supplier of a fabric has given the chance to develop successfully and to other brand - Golets by Dolcedonna (the designer - Elena Golets), and also its more mass "sister" - trade mark Dolcedonna.

3. Fresh ideas, unused historical base. Great and tragic history of Ukraine, many-sided culture is eternally pure and still for a long time an inexhaustible well of fresh ideas. Fashion is in historical traditions, it is proved on world podiums.

But there are also serious difficulties, sometimes insuperable contradictions...

1. Shortage of money. To present a high-grade collection, the designer is forced to invest a considerable quantity of money: to buy expendable materials - fabrics, accessories, to pay the workers, services, an electricity, and many other unforeseen moments. Turnover of the Ukrainian designers is so small that it is impossible to speak about thousands, hundreds thousand monetary units of capital investments. Investors are occupied, basically, in a policy and property repartition, therefore fashion arises little interest.

2. Contraband. The clothes which get to shops «French clothes», «the Italian clothes», etc. often squeeze into the country through very narrow "corridors" in border. It is cheaper, as they come, most likely, from sales, and owners of boutiques "save" on duties and taxes. In such conditions Ukrainian masters can't expose competitive prices, hence, they lose struggle for clients.

3. Unavailability of the consumer. The Post-Soviet consciousness has often something in common with desire to carry expensive, untwisted brands. The consumer isn't interested, whether the product is produced in the third world countries, under the license or on direct production, for the main thing is a recognized label. The solution lies in correct public relations and in revision of the marketing policy.

4. Closeness of the world industry. Clearly, nobody will feed up potential competitors. The Ukrainian designers already received offers to work «as anonymous heads and hands» for known Italian and French couturiers. Probably, it is necessary to agree to get acquainted more closely with dream of a world fashion?

Unfortunately, the Ukrainian fashion is not so popular and recognized among other countries, but nevertheless it is currently developing and progressively moves to the world level. This aspiration of our country is demonstrated by following examples.