Transforming the Strategic Communications System in the Light Industry and Fashion

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.