ISJ Theoretical & Applied Science 04(132) 2024

Philadelphia, USA

Zemsky, G. A., Golubeva, O. A., Blagorodov, A. A., Volkova, N. V., & Volkova, G. Yu.

How brands shape fashion for Russian women.

Full Article: PDF

Scientific Object Identifier: http://s-o-i.org/1.1/TAS-04-132-6

DOI: https://dx.doi.org/10.15863/TAS.2024.04.132.6

Language: English

Citation: Zemsky, G. A., Golubeva, O. A., Blagorodov, A. A., Volkova, N. V., & Volkova, G. Yu. (2024). How brands shape fashion for Russian women. ISJ Theoretical & Applied Science, 04 (132), 44-54. Soi: http://s-o-i.org/1.1/TAS-04-132-6 Doi: https://dx.doi.org/10.15863/TAS.2024.04.132.6

Pages: 44-54

Published: 30.04.2024

Abstract: this article presents the main provisions regarding the protection of exclusive rights to design in the field of fashion. The issue of classifying fashion design objects as objects of copyright protection within the meaning of Article 1259 of the Civil Code of the Russian Federation is analyzed. Special attention is paid to the features and importance of legal protection of the brand. Attention is drawn to the experience of legal regulation of foreign countries in this area. The positions of the courts on this issue are analyzed, as well as the problems of law enforcement arising in this area. The work contains proposals based on the provisions of legislation and judicial practice of foreign countries for improving the legislation of the Russian Federation in the field of intellectual property to ensure effective protection of rights to design solutions in the fashion industry. The article is devoted to the issues of change in the global fashion industry. The directions of evolution of the global fashion industry in the context of digital transformation of the industry are explored. The characteristic features of changes in the activities of leading companies in the industry, generated by unprecedented changes in the external environment, are considered. It was revealed that the flexibility of companies, rapid response to supply chain problems and changes in demand, as well as the widespread use of digital technologies formed the basis of the success of leading firms in the fashion industry. The trends emerging in the global fashion market are considered.

Key words: design, fashion, brand, protection of design rights, exclusive design rights, patent, globalization, fashion industry, global clothing market, transnational corporations, fashion industry TNCs, digital transformation.