Fashion Meets Socialism: Fashion industry in the Soviet Union after the Second World War

Gronow, Jukka; Zhuravlev, Sergey

doi:10.21435/sfh.20

Cited by 11 publications

(19 citation statements)

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“…To construct its theoretical framework, the study borrows from previous studies in the fields of the socialist economy (Kornai, 2000), socialist fashion (Gronow and Zhuravlev, 2015; Zakharova, 2011; Bartlett, 2010) and Soviet consumer culture (Chernyshova, 2006). This is a descriptive and partially explanatory case study based on a single case (Tight, 2017).…”

Section: Introductionmentioning

confidence: 99%

Marketing in the late Soviet garment industry

Papushina

2020

JHRM

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Purpose This paper aims to study the Soviet state-owned enterprises that were producing ready to wear clothes, engaged in activities that are traditionally associated with “capitalist” marketing and public relations. Particularly, they responded to consumer complaints, monitored customer satisfaction and changed their product features and offer in response to customer feedback. This claim is illustrated using the example of the garment industry in the city Perm. Design/methodology/approach The data comes from archival research of a range of sector-wide documents of the Soviet period available in the State Archive of Perm Region and from in-depth interviews with ex-employees of Perm Clothing Design House. Findings The paper demonstrates the emergence of a marketing system not only in Eastern European countries and in major Soviet cities but also in a provincial closed city of the Russian Soviet Federative Socialist Republic. The findings of the research highlight that the level of sales was important for all the participants in the focal marketing system. Late Soviet marketing had the social function of supporting cooperative relationships between citizens and the state by channeling dissatisfaction and anger through surveys and consumer conferences. Originality/value Previous studies undertaken at the top level of the Soviet managerial pyramid have not represented a detailed picture of routine marketing activities during Late Socialism.

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Section: Introductionmentioning

confidence: 99%

Marketing in the late Soviet garment industry

Papushina

2020

JHRM

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“…The Soviet Union and other socialist countries of Europe acknowledged, or had to acknowledge, fashion as an important social phenomenon, even though it did not really fit into their system of centrally planned economy (see Gronow and Zhuravlev 2015).…”

Section: The Three Social Formations Of Taste In Economic Marketsmentioning

confidence: 99%

Deciphering Markets and Money: A Sociological Analysis of Economic Institutions

Gronow

2020

Self Cite

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who all read and commented-many of them quite thoroughly-the manuscript at various stages of writing. I also remain indebted to Uskali Mäki, who gave me valuable advice concerning some basic issues of economic theory. I found the suggestions and critical comments of the publisher's two anonymous reviewers extremely useful in trying to make my arguments more coherent and convincing. I have noted the smaller shortcomings and inconsistencies in the text that they pointed out as best as I could. As always, I alone am responsible for the final result. The Eminentia grant that The Finnish Cultural Foundation generously awarded me was not only welcome as an economic support but also as a sign of others having faith in my project. The faculty of the social sciences at the University of Helsinki has generously provided me with office space and facilities during the years that I have been working on this project. Last but not least, I am very glad that my book has been accepted in the publication series of the new Finnish academic publishing house, Helsinki University Press. The publishing director, Leena Kaakinen, and the publishing manager, Aino Rajala, have been supportive and very helpful during the whole process of editing and publication.

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“…La cultura alimentaria no fue, evidentemente, una excepción. Nuestro artículo, basado en algunas investigaciones previamente publicadas (ver sobre todo Gronow, 2003;Gronow y Zhuravlev, 2011;Gronow y Zhuravlev, 2015), tiene como base documentación obtenida en diferentes archivos situados en la Federación rusa, que preservan gran cantidad de material de la época soviética. Debido a la naturaleza centralizada de la gestión de la economía en la URSS, se preservaban con celo todos los documentos relacionados con las medidas económicas, desde informes de los comisarios políticos hasta cartas del Ministerio de la Industria Alimentaria a diversas unidades administrativas, tiendas y fábricas locales.…”

Section: Introductionunclassified

“La vida se ha vuelto más feliz, camaradas”: la construcción de la cultura del consumo soviética

Gronow

Zhuravlev

2020

RES

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En este artículo, el objetivo es el de describir el origen y construcción de la cultura del consumo en la Unión Soviética, prestando atención particular a uno de sus ejemplos icónicos, como es la cultura alimentaria. Nuestro texto se dividirá en tres secciones. En la primera, haremos referencia a la peculiar y original construcción de la sociedad de consumo soviética, en pleno estalinismo. En la segunda, nos concentraremos en el espacio concreto del consumo alimentario, con referencia en particular a dos cuestiones: el desarrollo de los servicios de restauración y algunos de los bienes asociados a esta nueva cultura de consumo, como el champán. Finalmente, la última sección de conclusiones se hará una valoración crítica de esta peculiar forma de sociedad de consumo.

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Fashion Meets Socialism: Fashion industry in the Soviet Union after the Second World War

Abstract: The publication has undergone a peer review. Studia

Cited by 11 publications

References 15 publications

Marketing in the late Soviet garment industry

Marketing in the late Soviet garment industry

Deciphering Markets and Money: A Sociological Analysis of Economic Institutions

“La vida se ha vuelto más feliz, camaradas”: la construcción de la cultura del consumo soviética

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