editor@inter-nauka.com
Личный кабинетThe influence of local cultural peculiarities on the design and marketing of wedding dresses in the global market
Библиографическое описание статьи для цитирования:
Kotapska Iryna. The influence of local cultural peculiarities on the design and marketing of wedding dresses in the global market//Наука онлайн: Международный научный электронный журнал. - 2025. - №6. - https://nauka-online.com/ru/publications/other/2025/6/07-24/
Аннотация: (English) A comprehensive analysis is conducted of how local cultural traditions, dominant aesthetic paradigms, and socio-normative prescriptions shape the development of wedding dress design concepts and influence the formulation of marketing strategies for their introduction to the global arena. The relevance of this study is determined by the irreversible growth in the diversity of consumer preferences and the drive of brands to enter international markets. The objective of the article is to detail and systematize the strategies and mechanisms through which cultural factors affect the processes of constructing and commercializing bridal attire, as well as to identify effective strategies for their cultural adaptation. Attention is focused on the principal semiotic and aesthetic components of design—silhouette, color palette, textile material characteristics, and decorative techniques—and on how these elements acquire symbolic significance within various sociocultural systems. In parallel, a review of marketing approaches is presented, encompassing the transformation of advertising narratives, the selection of optimal communication channels, and the establishment of pricing policies that account for the regional cultural specificities of target audiences. The practical and theoretical significance of the findings lies in the provision of valuable recommendations for specialists in intercultural marketing and fashion design, as well as for enterprises in the bridal industry aiming to secure sustainable development in a globalized market. In conclusion, it is emphasized that understanding and respectfully incorporating local cultural particularities become decisive factors in the competitiveness and long-term success of brands engaged in the creation and sale of wedding dresses.