Scientific journal
Название журнала на английском
ISSN 2500-0802
ПИ №ФС77-61154

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IMAGE CHARACTERISTICS OF THE FASHIONABLE PRODUCT

Metlyaeva T.V. 1 Klochko I.L. 1
1 Vladivostok State University of Economics and Service
The distinctive nature of the fashion product is determined not only by unique qualitative characteristics, but the image component. Product image functions in the public mind as the stereotypical image representation that reflects the most significant from the standpoint of the consumer properties of goods. Clear boundaries between the unique properties of the product and image characteristics of the product does not exist. However, from the standpoint of image formation goods manufacturer gives its functions and properties that define membership in the consumer group, depending on the segmentation. Fashion image characteristics of the product: 1) the unique properties of the goods in relation to the same , which are formed within the stratification of consumer groups; 2) low consumer functionality fashionable product in relation to other consumer properties; 3) positive exclusivity, which includes novelty, rarity and originality ; 4) significantly shortened product life cycle.