Since the second half of the XX century, the trend of globalization has increasingly led to the use of high-tech developments and innovations that make it possible to achieve strategic goals set at the national, regional, industrial or corporate level. All this requires carefully developed strategies that make allowance for global challenges which are based on advanced technologies that able to use them successfully as a competitive advantage at every stage of strategizing.Aim. The presented study aims to determine the role of advanced technologies in achieving strategic goals of great social significance.Tasks. The authors determine the correlation between the key elements of strategy, the process of finding and using advanced technologies in determining the development vector and achieving certain strategic goals; emphasize the importance of innovative technologies in development strategies; show that technology transfer is an efficient strategic tool for implementing advanced technologies to improve all aspects of the population’s quality of life (material, intellectual, emotional).Methods. This study is based on the general theory of strategy and strategizing methodology developed by the Center for Strategic Research of the Institute of Mathematical Research of Complex Systems and the Economic and Financial Strategy Department at Moscow School of Economics at Lomonosov Moscow State University. The strategic principles of developing practical strategic documents are considered. The study uses the methods of analysis and synthesis, analogy, comparison, generalization, induction and deduction.Results. The authors develop conceptual frameworks for finding, evaluating and implementing advanced technologies in strategizing. The study describes the role of advanced technologies in improving all aspects of the quality of life: material, intellectual and emotional.Conclusions. Advanced technologies play a crucial role in strategizing. Their application guarantees the achievement of the strategic goal of each strategy aimed at improving all aspects of the population’s quality of life (material, intellectual, emotional). At the same time, the strategic system for monitoring, finding and transferring technologies is designed to detect and use innovative developments in a timely manner to ensure effective achievement of this goal.

No abstract

Монография представляет собой комплексное исследование индустрии моды как стратегической части креативной экономики и легкой промышленности. Впервые данная индустрия получила освещение не как культурный или социальный феномен, а как заслуживающая глубокого исследования отрасль креативной экономики, связанная с промышленным производством. Ценность работы — в детализации теоретической и методологической системы разработки, реализации и оценки эффективности стратегии для предприятий индустрии моды (фэшн-стратегирование). В ходе исследования подчеркивается роль стратегии в развитии отраслевых предприятий. Также в работе определены стратегические тенденции и особенности предприятий легкой промышленности и индустрии моды: наличие нематериальных активов, специфических компетенций у трудовых ресурсов, системы стратегических коммуникаций, взаимосвязи между подразделениями. Учет данных особенностей играет важную стратегическую роль в формировании экономической и общественной эффективности предприятий. Впервые дается комплексная оценка влияния глобального шока коронавирусной инфекции COVID-2019 на всю отрасль и определяются лучшие практики преодоления его последствий. Также читатель познакомится с крупными предприятиями — лидерами отрасли (Moët Hennessy — Louis Vuitton (LVMH), Kering), их выявленными корпоративными стратегическими решениями, проанализированными мощностями и динамикой развития. Книга адресована современным лидерам, отраслевым стратегам (фэшн-стратегам) и другим специалистам в области легкой промышленности, а также всем заинтересованным в становлении и развитии предпринимательства в сфере индустрии моды.

Purpose:in the present study, the author aims to analyze the strategic aspects of intellectual activity in the fashion industry and to develop recommendations for the formation of an intellectual property management system in this sector of the economy.Methods:the study is based on the use of a set of methods of theoretical and economic analysis, including analysis and synthesis, the method of description, the method of formal logic.Results:to achieve the purpose of the study, the author has solved the following tasks: 1) considered the key objects of intellectual property of the fashion industry, which are of strategic importance for the activities of companies in this field; 2) justified the strategic need for targeted management of intangible assets in the industry; 3) clarified the problem of intellectual property management and proposed recommendations for the formation of an appropriate strategic management system in the fashion industry.Conclusions and Relevance:it is very important for fashion industry companies to explore their competitive advantages for successful existence in the context of increasing international competition. Competitive advantages for this field of activity are mainly expressed in intangible assets. The main strategic objects of intellectual property of enterprises of the industry are commercial product, brand and technical innovations.The author analyzes the practices of companies in this sector of the economy in terms of situations involving to the use of objects of their intellectual property. It was revealed that the main strategic priority of managing the intellectual property of an enterprise today is the protection, preservation and development of intangible assets as a strategic resource needed to increase competitiveness, as well as the economic and information security of an enterprise. In this regard, the author proposed a strategic framework for building an intellectual property management system as a specific functional area of the centralized strategic management of the company. The study of the strategic aspects of intangible assets and the formation of the intellectual property management system is of scientific and practical interest for the development of effective strategies for the development of companies in the fashion industry.