Milena Savić - Academia.edu (original) (raw)
Papers by Milena Savić
VII International scientific conference „Contemporary trends and innovations in the textile industry“ 19-20th September, 2024, Belgrade, Serbia, 2024
ABSTRACT: This paper summarizes the concept of greenwashing, a marketing strategy companies use t... more ABSTRACT: This paper summarizes the concept of greenwashing, a marketing strategy companies use to make false or exaggerated environmental claims about their products and attract consumers interested in the sustainability of the products they buy. Greenwashing has become more common as consumers have become more environmentally conscious, so companies are trying to capitalize on this trend. However, greenwashing can have negative effects on both consumers and the environment, as it can lead to confusion and mistrust among consumers and encourage the production and consumption of products that are not sustainable. As such, it is important for consumers to be aware of greenwashing and to look for evidence to support companies' environmental claims. Additionally, companies can take steps to be more transparent and honest in their ecological claims, build consumer trust, and promote truly sustainable practices.
Keywords: greenwashing, eco-fashion, fashion, sustainability, ecology, marketing.
IV International conference „Contemporary trends and innovations in the textile industry“ 16-17th September, 2021. Belgrade, Serbia, Sep 2021
Historical portraits are an unavoidable source of clothing fashion for a given period since the p... more Historical portraits are an unavoidable source of clothing fashion for a given period since the person portrayed for that solemn occasion of showing himself wore the most representative costume that was in line with his position and wealth. By the degree of accessibility of art, the number of works of art, i.e., portraits, increased and went beyond the limits of restrictions on higher social strata. Members of the lower classes were also allowed to present themselves. However, the most impressive are the nobility and rulers' images, most often represented as a theme in historical series and movies. The costume design of the film industry depends on historical photos, and the younger the period, the richer the material and vice versa. The paper analyzes the costumes of historical figures by comparing them with portraits from a given period and reaches the degree of commitment with progress, i.e., the formation of stylistic processing in costume design. The modern treatment of costumes from the past is their revival in a contemporary way in which the costume designer has a historical portrait as a basic template. In addition, it is necessary to know the history of costumes, development, and application of textile materials, i.e., knowledge of written and material historical sources, which indicates consulting with several experts. The costume designer gives the final word in the style of design. Still, the influence of production and its evaluation in the degree of acceptance by the audience is inevitable, which can affect certain distances in the replication of art originals.
TRENDOVI U POSLOVANJU Zbornik radova VI naučno stručne konferencije sa međunarodnim učešćem, 2022
Art has a history closely related in some cases to advertising. The development of advertising fo... more Art has a history closely related in some cases to advertising. The development of advertising followed the technological progress of civilization, which experienced expansion from the 19th century. At the same time, the acquired technical capabilities influenced the development of artists' interest in new techniques for creating and shaping works with new messages outside the scope of classical art. In such conditions, at the turn of the 19th century into the 20th century, art and advertising entered into a fusion that will have inviting consequences for the further development of advertising and artistic creation. Artists create advertising works, but advertising also needs to use the capacities of works of art to raise the value of the advertising object. In this relationship, it is necessary to handle art carefully to avoid misuse for short-term commercial purposes, which means devaluing the work itself and then the thing of advertising. The reason lies in the already formed relationship between the user, the art admirer and the civilized man, who perceives art as a high cultural product. From this point of view, it is reasonable to expect that art can significantly impact individual people and the entire community during periods of crisis, such as the one that occurred during the pandemic of COVID-19 virus.
V International conference „Contemporary trends and innovations in the textile industry“ 15-16th September, 2022,Belgrade, Serbia , Sep 2022
The work analyses the creation of constructivist works of art in the design field in the early So... more The work analyses the creation of constructivist works of art in the design field in the early Soviet period during the 1920s of the XX century. The focus is on Constructivist artists Varvara Stepanova (1894-1958) and Lyubov Popova (1889-1924), who embarked on design research for the needs of the rebuilding Soviet textile industry. Opposite them, at first with the same initial ideological conviction in creativity, is the designer Nadezhda Lamanova, already recognised in the field of fashion creation from the pre-revolutionary period. These female artist-designers were attracted by the theory of constructivism. Yet, in the conditions of the post-revolutionary ideology of creating a new world, they saw a space for their contribution, moving their creativity out of the previous framework. As a result, art received a new social role, and their artistic expression through constructivism the possibility and opportunity to make a reaction to current political, economic, and social factors. Their involvement in the research of fashion and design is a form of artistic experimentation with new means of expression and a new form of communication with the public in a mass formation, giving a unique feature in applied art during the third decade of the 20th century.
Tekstilna industrija, Jun 2022
U godini kada se obeležavaju dve decenije postojanja studijskog programa Modni dizajn na Odseku z... more U godini kada se obeležavaju dve decenije postojanja studijskog programa Modni dizajn na Odseku za tehnološko umetničke studije Leskovac, prva upisna generacija Digitalnog dizajna odeće sa master strukovnih studija imala je priliku dati svoj doprinos na jubilarnoj izložbi. U saradnji sa Narodnom biblitekom Radoje Domanović kao deo programa "Slike među knjigama" Odsek za tehnološko umetničke studije Akademije strukovnih studija Južna Srbija organizovao je izložbu radova studenata i profesora pod nazivom "Pomak". Izložba je otvorena u čitaonici Biblioteke 22. marta 2022. godine.
Tekstilna industrija, Jun 2022
Sergei Dragilev recognized the vitality of modern art that brought freshness to the culture, so a... more Sergei Dragilev recognized the vitality of modern art that brought freshness to the culture, so all innovative artists of the time were invited to join his campaign and goal. And he refl ected on the fact that ballet breaks the shackles of the traditional concept in the performance of dance, music, costume design, and scenography and imposes an element of challenge by introducing current contemporary tendencies in art and culture. All the famous names of the art of that time brought the latest achievements of modern art into the world of dance: Pablo Picasso, Natalia Goncharova, Henri Matisse, and Giorgio de Chirico. And with them, the design of scenography and costume design took the form of cubism, fauvism, futurism, surrealism, and other avant-garde movements, while refreshing the themes, which overall infl uenced ballet to become part of popular culture.
Tekstilna industrija, 2021
Pandemija koja je zadesila svet u 2020. godini značajno je uticala na globalno poslovanje, pa sam... more Pandemija koja je zadesila svet u 2020. godini značajno je uticala na globalno poslovanje, pa samim tim i na modnu industriju. Kompanije su bile primorane da preispitaju svoj dotadašnji način poslovanja, dok su potrošači preispitivali svoje prioritete, novonastale potrebe i ograničenja, brigu o zdravlju, okolini i zajednici. Svi ti aspekti zajedno oblikovali su nešto drugačije globalno tržište mode i poslovnu praksu kompanija, koje su ulagale velike napore da zadrže svoj status, publiku i prodaju. U fokusu ovog rada su milanske ,,Nedelje mode" održane tokom 2020. i inovativna tehnološka rešenja koja su poslužila da se nadomeste ograničenja nametnuta okolnostima. Takođe, biće reči i o ostalim (ne)predvidivim situacijama poput fluktuacije cena, zatvaranja proizvodnih pogona, prevazilaženja bezbedonosnih i ekoloških izazova, održivom poslovanju.
NIŠ & BYZANTIUM XIX, THE COLLECTION OF SCIENTIFIC WORKS, editor Miša Rakocija, Niš, 2021., Jun 2021
The style analysis of the 14th-century women's headdresses is based on depictions of portraits of... more The style analysis of the 14th-century women's headdresses is based on depictions of portraits of the Central Balkan region, more specifically within the medieval Serbian and Bulgarian states. Regarding the forms of the headdress that have been present in the previous period, we have to take into account the fact that these areas were within the Byzantine cultural sphere. All forms of women's headgear should be viewed through a projection of the influence of the Byzantine in ceremonial clothing. The subject of the research is fifteen ktetor's family compositions, which depict the noblemomen with her children and closest relatives as participants in the ktetor's act. The preserved examples show that the title of the landlord significantly influenced the form of the noblewoman's dress, including the headdress itself and the elements of jewelry decoration. All details indicate the importance of covering the women's head and the attention that was given to it by the neblewomen. The forms of the headdress that existed and their varieties according to their position in society and wealth. Portraits of noblewomen, not only are often proof of their existence and history but are also visual confirmation of some written and archaeological findings on the beautification of women. They are an essential source in the study of the cultural life of the medieval nobility of the Balkans.
Tekstilna Industrija, 2020
Abstract: The mutual inspiration of fashion and architecture can be traced in a long historical l... more Abstract: The mutual inspiration of fashion and architecture can be traced in a long historical line, only to become more evident and involved during the 20th century due to the development of fashion industry technology and materials. The primary goal of both fields is to protect man and then achieve aesthetic norms following social trends that are subject to change due to technology’s continuous development. Precisely because of that, the possibilities of design in architecture, i.e., in fashion, are becoming diverse. Technological progress has enabled research in design, which opens the option of applying materials that develop the service field. The synergy of architecture and design in fashion can be followed in a wide area of action through diff e-rent prisms-modern technology and science, artistic directions and styles, various types of materials, and their characteristics. The paper’s approach is limited to a narrow field by analyzing the adaptation of architectural forms in fashion design in an obviously abstract way with a strict departure from the traditional concept of clothing with the use of innovative materials such as smart textiles in a modified form of presentation through performance and standard way of design that finds its inspiration in architecture in segments.
Keywords: fashion design, architecture, textiles, technology, smart textiles, performance.
Ekonomski izazovi, 2020
Sensory marketing is a set of marketing techniques that aim to use the senses to influence consum... more Sensory marketing is a set of marketing techniques that aim to use the senses to influence consumer behavior and the way they make purchasing decisions. This paper discusses companies' sensory marketing practices, the role of the reasons in consumer perception, and how companies create their approach through reaction analysis. This type of marketing is based on the assumption that consumer behavior is more influenced by affective impulses concerning the cognitive component and is part of a broader trend of personalization of brands with which it is possible to establish an empathic connection. It communicates with consumers through the senses of sight, hearing, taste, smell, and touch (or a combination of several of them) through characteristic colors, smells, tastes, music, sound effects, and the like. Increasingly intensive work is being done to create an immersive experiential experience, to establish more reliable connections with clients. The paper, on numerous examples, analyses how this marketing method works, its advantages and disadvantages, as well as the ethical issues that surround this issue. Sensory marketing significantly improves customer loyalty to a product or service, contributes to brand shaping, and a better understanding of the target consumer group.
Keywords: senses, sensory marketing, experience, consumer behavior, branding, communication
III Internacional scientific conference "Contemporary trends and innovations in the textile industry", 2020
This paper originated with the idea of analyzing a noble male costume of the century on the exam... more This paper originated with the idea of analyzing a noble male costume of the century on the example of ktetors portraits of a church in Donja Kamenica. In the analyzes so far devoted to the Serbian medieval costume, the names of the donors of the church in Donja Kamenica were seldom given the unknown origin or the possibility of identification, and the granting of a national designation was prevented. As a result, the costumes of Donja Kamnica's founders were not given a more detailed analysis to classify them in any of the existing groups. The donor act was immortalized by a portrait of the donor, who, for this occasion, was displayed in his most representative clothing, which indicates his social standing, success in the title system, and wealth through the ability to follow current fashion trends. The donors of the church in Donja Kamenica wear clothes that are part of a variety of clothing during the 14th century, with strictly respected canons in the emblem. Kavadion, as one of the most famous men's dresses, was used here in a seemingly simple way that, and as such, can be found parallels among the portraits of the Balkan lords.
Пиротски зборник бр. 45 , 2020
Пиротски ћилим као визуeлни симбол у савременом модном дизајну Pirot kilim as a visual symbol in ... more Пиротски ћилим као визуeлни симбол у савременом модном дизајну Pirot kilim as a visual symbol in the modern fashion design Сажетак: Рад је настао са циљем истраживања вредности и за-ступљености пиротског ћилима, тачније његових мотива као основ-ног визуленог презентера овог традиционално пиротског производа, на пољу савременог модног дизајна. Као бренд, који је својим кавлитетом прешао оквире локалног, потенцијали пиротског ћилима су у савреме-ном дизајну наизглед безгранични, али опет недовољно искоришћени. У том контексту, акценат је добило истраживање овог ресурса, најпре на локалном нивоу, посебно на пољу примењене уметности, прецизније у модном дизајну као једне од најпродуктивнијих индустрија. У раду се анализира стваралаштво дизајнера који су по пореклу из Пирота, те су као такви добри познаваоци локалне традиционалне културе. Појам традиоционалног је у неким сегментима изашао из тог оквира, а дизајнери су му модерним уобличавањем удахнули нови облик постојања, адекватан стилу савременог живота. Заједничко дизајну Ане Гргуровић и Силване Тошић, осим употребе шара пиротског мотива, је сарадња са локалном индустријом, чији је менаџмент препознао вредност својих старих производа, који у редизајнираном облику стижу до модних пи-ста и тиме добијају једно ново, њима до сада непознато, тржиште.
Кључне речи: пиротски ћилим, пиротски мотив, дизајн, ћилимарство,
Zbornik radova Fakulteta dramskih umetnosti, 2020
Predmet rada su pojam, okvir, oblici i uticaj kontroverznog (šok) oglašavanja. Ispituje se njegov... more Predmet rada su pojam, okvir, oblici i uticaj kontroverznog (šok) oglašavanja. Ispituje se njegov nastanak i mesto u modernom oglašavanju, te uticaj koje mogu imati kontroverzne oglasne kampanje ili reklame u društvenom smislu. Raščlanjuje se kontraverzno oglašavanje na reklame koje su kontroverznog sadržaja i proizvode koje auditorijum može smatrati kontroverznim. Identifikuju se tipovi i sadržaj apela koji mogu izazvati kontorverzu. Kroz pregled nekolicine najbitnijih istraživanja na ovu temu rad identifikuje i ključne stavke sadržaja koje reklame mogu učiniti kontroverznim, proizvode koji imaju kontroverzni potencijal u oglasnom smislu, kao i društvene segmente koji su najosetljiviji na šok oglašavanje. Pored toga, analizira se i primer lokalne oglasne kampanje koja je privukla pažnju šire javnosti i izazvala kontroverze. U zaključku se sumira kontroverzno oglašavanje i ističe poželjan pravac daljnjeg naučnog izučavanja ove teme. Ključne reči Kontroverzno, šok, reklama, oglašavanje, kampanja.
Middle East Journal of Scientific Research, 2019
Abstract: A brand is a unique idea or a concept that is associated with certain characteristics i... more Abstract: A brand is a unique idea or a concept that is associated with certain characteristics in the mind of the consumer. The decision to purchase a product is made by initially positioning the product and its name in the mind of the consumer. Modern man has become a "good" consumer of the mass-produced products with affordable prices, which sparked the need for products typical of the world of design: luxury products. Luxury is associated with splurging and wasteful lifestyle, which is why for a long time, it was limited to aristocracy and members of the upper class. Emotional branding uses emotional appeal and emotions that an advertisement triggers in a consumer. The consumer attaches deep emotions of love, nostalgia, empathy, pride, shame, anger etc. to the advertised product and makes the purchasing decision more easily, even if the price of the product is extremely high. This is why luxury products which represent status symbols, are associated with pride or glamor and will always be purchased even if the price exceeds the real value of the product.
Middle-East Journal of Scientific Research , 2019
Most employees today belong to the last generation of the twentieth century. This research paper,... more Most employees today belong to the last generation of the twentieth century. This research paper, which falls within the domain of human resources, seeks to identify and describe the characteristics of Y generation members and their engagement in the work environment. The focus is on the various aspects of motivation on which their personal, professional advancement depends and therefore the success of the business. Based on several pieces of research and comparative analysis with previous generations, several specific characteristics and needs of Y generation members have been identified that modern managers need to consider if they are to raise the productivity level of their employees. In addition to material, there is intangible compensation resulting from a more personalized approach to employees, their participation in decision-making, a dynamic business environment and exciting tasks, a fair penalty and incentive system, Corporate Social Responsibility, training, and benefits programs, mobility, workspace flexibility and working hours. The companies that have understood this have already shown superior market results brought by teamwork and a friendly business environment.
Tekstilna industrija, Beograd, 2020
ATHLEISURE - SPORT-STYLE LUXURY, Abstract: Clothes and fashion play a significant role in people'... more ATHLEISURE - SPORT-STYLE LUXURY, Abstract: Clothes and fashion play a significant role in people's daily lives and therefore have many functions. Clothing allows people to form a specific image of themselves as individuals and members of a social group. In recent decades, the popular clothing style Athleisure has become more and more popular and refers to luxury sportswear that emphasizes the physical attributes and characteristics of the wearer. Athleisure has a significant share of the fashion market and annual growth of about $10 billion in America alone, with a tendency to grow steadily. This trend assumes a particular lifestyle that entails both luxury and care for one's body; that is, one who wears Athleisure has enough money and time to devote to one's appearance. Athleisure highlights a male and female athletic figure, openly showing how aligned with the modern image of physical beauty. It also fosters an interest in sports and fitness-based activities as a way to reach the ideal body. This paper will discuss the evolution and characteristics of this style, its position on the market, as well as the psychological, sociological, and ideological implications it exerts on individuals and society.
TEKSTILNA INDUSTRIJA, 2019
GENERATION Y AND LOYALITY TO FASHION BRANDS Abstract: This paper explores issues of the Millenniu... more GENERATION Y AND LOYALITY TO FASHION BRANDS
Abstract: This paper explores issues of the Millennium Generation (Generation Y) and their visions and loyalties of the fashion brands they use in their daily lives. What eff orts and skills should the marketing experts possess and what knowledge should be obtained before targeting this technologically advanced generation. What strategies
should be used and what kind of advertising should be accepted in order to develop emotional connectivity and identifi cation with the fashion brand. Should the marketing team lead the marketing team or give the word to consumers? The essential characteristics of the Millennium Generation, their habits, their needs, their desires, their way of life, their education, the work they do and how they spend their free time are examined. Which fashion brands and products are considered necessary and whether they are loyal. The selection of fashion brands of the Millennium Generation is considered, which are the ones that are most likely to buy and wear brands, which are
the most popular and most common in their everyday life. Brands that Millennials use most are Apple, Samsung, Nike, Vans, Coca-Cola, Acer, Sony. Generation Y puts telecommunication technology Brands on fi rst place, then it matters to them what they wear and then how they feed. The similarities, diff erences and shortcomings in the strategies that target the Y Generation are considered by PEST and SWOT analysis of Nike Inc. brand. Fair business practice and environmental protection are more important for millennium generation than price, and they have no problem with high prices as long as it justifi es the quality. Millennials are loyal to fashion brands, and it is, therefore, necessary to continually improve their product and engage consumers in the discussion.
KNOWLEDGE – International Journal Vol.30.5 , 2019
MANAGEMENT OF VISUAL ARTS Abstract: This paper aims at showing the importance of management as a... more MANAGEMENT OF VISUAL ARTS
Abstract: This paper aims at showing the importance of management as an established scientific discipline with a broad field of activities in the spectrum of diverse sciences and cultures, with an emphasis on a coherent connection with visual arts. Management in art requires adequate steps of professionally qualified people, who would create certain conditions for their activity in order to have an adequate connection between human work, needs and creativity in the field of art, especially visual, and the development and cultivation of artistic sensibility. Visual arts
have conceptualized a number of artistic disciplines and crafts and enabled them a greater degree of compatibility, which allowed the freedom of creation and expression of artists, and in some segments made it easier for the audience to understand it. With the technological development of the 20th century, new techniques of creating artistic works and language models have been emerging in the arts, while at the same time demanding adequate ways of presenting to the audience, i.e. developing a positive media background. Traditional cultural institutions are under the pressure of a new wave of culture in society, which has not always worked best for them, they had to
develop a life mechanism for contemporary forms of art. Art management gave a richer life to the old institutions, assumed the emergence of new ones, enabled more favourable conditions for artists to create, created the option of easier presenting to the public, connecting with the society-audience and confirming its primary goal - developing and nurturing the cultural needs of people in one region. A special part of this paper, which confirms the previously stated, is the case study of the exhibition Jugotip(Yugotip), where a close connection was established between the exposed works and the audience, which is no longer a passive observer, but an active participant in its own declaration and interpretation of the accomplished works with the possibility of personal participation, offering creative possibilities. In accordance with the modern trends of a modern man's life, management used the existing media forms of presenting the exhibition itself in order to attract the audience, and enabled it to participate indirectly through omnipresent technology, thus creating a close connection between the artists, the works and the audience. Such forms of work confirm the coexistence of art and man at a higher level, causally and consequently, where the artist has the opportunity to get feedback from his audience, which, after the entire process of work and present, is the most appropriate critique, that is, the most favourable publicity, which was the goal of marketing.
KNOWLEDGE - International Journal Scientific Papers, 2019
INTERACTIVE FASHION AS A PERFORMANCE Abstract: By exploring performance, body and clothing as a ... more INTERACTIVE FASHION AS A PERFORMANCE
Abstract: By exploring performance, body and clothing as a visual and communication strategy, fashion reveals a hybrid practice that has emerged and is being considered in the context of fashion shows. Focusing on the common understanding of clothing and body and similarity in methodologies both in experimental fashion and in
performance and communication, the area of this work lies between interaction, fashion, and performance, mainly observed through the notion of fashion shows. The methodology relies on the analysis of the practice and theory of contemporary fashion, design, and performance, exposing interdisciplinary approaches and exchanging ideas that point to hybrid practice between these two disciplines. Putting clothes at the heart of this debate it is possible to take into account how emotional and physical factors, as well as the body itself, contribute to the creation, intentions, and reading of such a work. It is suggested that this area of work can be viewed as a body that is self-contained in scenographic practice. The paper concludes that there is a whole series of embodied practices in which fashion designers work with clothing and body and any attempt to categorize within formal fashion designs can limit creative advancement.
TEKSTILNA INDUSTRIJA, 2019
ECO-FASHION AS A NEED OF MODERN SOCIETY Abstract: Eco-fashion was created from the need of a mode... more ECO-FASHION AS A NEED OF MODERN SOCIETY
Abstract: Eco-fashion was created from the need of a modern society that is increasingly turning to nature and natural materials and renewable resources. The work was created with the idea of expressing the basic principles of eco fashion that has become actual in contemporary design in the last two decades, specifying the norms that defi ne and recognize eco-materials, and the standards in the eco-industry. Eco-fashion is not only a trend in clothing that is the product of a wave of fashion and modern design, but also a product of work on
developing environmental awareness of customers and, more importantly, the perception of the producer itself, that is, the industry that is the basis of the environment.
VII International scientific conference „Contemporary trends and innovations in the textile industry“ 19-20th September, 2024, Belgrade, Serbia, 2024
ABSTRACT: This paper summarizes the concept of greenwashing, a marketing strategy companies use t... more ABSTRACT: This paper summarizes the concept of greenwashing, a marketing strategy companies use to make false or exaggerated environmental claims about their products and attract consumers interested in the sustainability of the products they buy. Greenwashing has become more common as consumers have become more environmentally conscious, so companies are trying to capitalize on this trend. However, greenwashing can have negative effects on both consumers and the environment, as it can lead to confusion and mistrust among consumers and encourage the production and consumption of products that are not sustainable. As such, it is important for consumers to be aware of greenwashing and to look for evidence to support companies' environmental claims. Additionally, companies can take steps to be more transparent and honest in their ecological claims, build consumer trust, and promote truly sustainable practices.
Keywords: greenwashing, eco-fashion, fashion, sustainability, ecology, marketing.
IV International conference „Contemporary trends and innovations in the textile industry“ 16-17th September, 2021. Belgrade, Serbia, Sep 2021
Historical portraits are an unavoidable source of clothing fashion for a given period since the p... more Historical portraits are an unavoidable source of clothing fashion for a given period since the person portrayed for that solemn occasion of showing himself wore the most representative costume that was in line with his position and wealth. By the degree of accessibility of art, the number of works of art, i.e., portraits, increased and went beyond the limits of restrictions on higher social strata. Members of the lower classes were also allowed to present themselves. However, the most impressive are the nobility and rulers' images, most often represented as a theme in historical series and movies. The costume design of the film industry depends on historical photos, and the younger the period, the richer the material and vice versa. The paper analyzes the costumes of historical figures by comparing them with portraits from a given period and reaches the degree of commitment with progress, i.e., the formation of stylistic processing in costume design. The modern treatment of costumes from the past is their revival in a contemporary way in which the costume designer has a historical portrait as a basic template. In addition, it is necessary to know the history of costumes, development, and application of textile materials, i.e., knowledge of written and material historical sources, which indicates consulting with several experts. The costume designer gives the final word in the style of design. Still, the influence of production and its evaluation in the degree of acceptance by the audience is inevitable, which can affect certain distances in the replication of art originals.
TRENDOVI U POSLOVANJU Zbornik radova VI naučno stručne konferencije sa međunarodnim učešćem, 2022
Art has a history closely related in some cases to advertising. The development of advertising fo... more Art has a history closely related in some cases to advertising. The development of advertising followed the technological progress of civilization, which experienced expansion from the 19th century. At the same time, the acquired technical capabilities influenced the development of artists' interest in new techniques for creating and shaping works with new messages outside the scope of classical art. In such conditions, at the turn of the 19th century into the 20th century, art and advertising entered into a fusion that will have inviting consequences for the further development of advertising and artistic creation. Artists create advertising works, but advertising also needs to use the capacities of works of art to raise the value of the advertising object. In this relationship, it is necessary to handle art carefully to avoid misuse for short-term commercial purposes, which means devaluing the work itself and then the thing of advertising. The reason lies in the already formed relationship between the user, the art admirer and the civilized man, who perceives art as a high cultural product. From this point of view, it is reasonable to expect that art can significantly impact individual people and the entire community during periods of crisis, such as the one that occurred during the pandemic of COVID-19 virus.
V International conference „Contemporary trends and innovations in the textile industry“ 15-16th September, 2022,Belgrade, Serbia , Sep 2022
The work analyses the creation of constructivist works of art in the design field in the early So... more The work analyses the creation of constructivist works of art in the design field in the early Soviet period during the 1920s of the XX century. The focus is on Constructivist artists Varvara Stepanova (1894-1958) and Lyubov Popova (1889-1924), who embarked on design research for the needs of the rebuilding Soviet textile industry. Opposite them, at first with the same initial ideological conviction in creativity, is the designer Nadezhda Lamanova, already recognised in the field of fashion creation from the pre-revolutionary period. These female artist-designers were attracted by the theory of constructivism. Yet, in the conditions of the post-revolutionary ideology of creating a new world, they saw a space for their contribution, moving their creativity out of the previous framework. As a result, art received a new social role, and their artistic expression through constructivism the possibility and opportunity to make a reaction to current political, economic, and social factors. Their involvement in the research of fashion and design is a form of artistic experimentation with new means of expression and a new form of communication with the public in a mass formation, giving a unique feature in applied art during the third decade of the 20th century.
Tekstilna industrija, Jun 2022
U godini kada se obeležavaju dve decenije postojanja studijskog programa Modni dizajn na Odseku z... more U godini kada se obeležavaju dve decenije postojanja studijskog programa Modni dizajn na Odseku za tehnološko umetničke studije Leskovac, prva upisna generacija Digitalnog dizajna odeće sa master strukovnih studija imala je priliku dati svoj doprinos na jubilarnoj izložbi. U saradnji sa Narodnom biblitekom Radoje Domanović kao deo programa "Slike među knjigama" Odsek za tehnološko umetničke studije Akademije strukovnih studija Južna Srbija organizovao je izložbu radova studenata i profesora pod nazivom "Pomak". Izložba je otvorena u čitaonici Biblioteke 22. marta 2022. godine.
Tekstilna industrija, Jun 2022
Sergei Dragilev recognized the vitality of modern art that brought freshness to the culture, so a... more Sergei Dragilev recognized the vitality of modern art that brought freshness to the culture, so all innovative artists of the time were invited to join his campaign and goal. And he refl ected on the fact that ballet breaks the shackles of the traditional concept in the performance of dance, music, costume design, and scenography and imposes an element of challenge by introducing current contemporary tendencies in art and culture. All the famous names of the art of that time brought the latest achievements of modern art into the world of dance: Pablo Picasso, Natalia Goncharova, Henri Matisse, and Giorgio de Chirico. And with them, the design of scenography and costume design took the form of cubism, fauvism, futurism, surrealism, and other avant-garde movements, while refreshing the themes, which overall infl uenced ballet to become part of popular culture.
Tekstilna industrija, 2021
Pandemija koja je zadesila svet u 2020. godini značajno je uticala na globalno poslovanje, pa sam... more Pandemija koja je zadesila svet u 2020. godini značajno je uticala na globalno poslovanje, pa samim tim i na modnu industriju. Kompanije su bile primorane da preispitaju svoj dotadašnji način poslovanja, dok su potrošači preispitivali svoje prioritete, novonastale potrebe i ograničenja, brigu o zdravlju, okolini i zajednici. Svi ti aspekti zajedno oblikovali su nešto drugačije globalno tržište mode i poslovnu praksu kompanija, koje su ulagale velike napore da zadrže svoj status, publiku i prodaju. U fokusu ovog rada su milanske ,,Nedelje mode" održane tokom 2020. i inovativna tehnološka rešenja koja su poslužila da se nadomeste ograničenja nametnuta okolnostima. Takođe, biće reči i o ostalim (ne)predvidivim situacijama poput fluktuacije cena, zatvaranja proizvodnih pogona, prevazilaženja bezbedonosnih i ekoloških izazova, održivom poslovanju.
NIŠ & BYZANTIUM XIX, THE COLLECTION OF SCIENTIFIC WORKS, editor Miša Rakocija, Niš, 2021., Jun 2021
The style analysis of the 14th-century women's headdresses is based on depictions of portraits of... more The style analysis of the 14th-century women's headdresses is based on depictions of portraits of the Central Balkan region, more specifically within the medieval Serbian and Bulgarian states. Regarding the forms of the headdress that have been present in the previous period, we have to take into account the fact that these areas were within the Byzantine cultural sphere. All forms of women's headgear should be viewed through a projection of the influence of the Byzantine in ceremonial clothing. The subject of the research is fifteen ktetor's family compositions, which depict the noblemomen with her children and closest relatives as participants in the ktetor's act. The preserved examples show that the title of the landlord significantly influenced the form of the noblewoman's dress, including the headdress itself and the elements of jewelry decoration. All details indicate the importance of covering the women's head and the attention that was given to it by the neblewomen. The forms of the headdress that existed and their varieties according to their position in society and wealth. Portraits of noblewomen, not only are often proof of their existence and history but are also visual confirmation of some written and archaeological findings on the beautification of women. They are an essential source in the study of the cultural life of the medieval nobility of the Balkans.
Tekstilna Industrija, 2020
Abstract: The mutual inspiration of fashion and architecture can be traced in a long historical l... more Abstract: The mutual inspiration of fashion and architecture can be traced in a long historical line, only to become more evident and involved during the 20th century due to the development of fashion industry technology and materials. The primary goal of both fields is to protect man and then achieve aesthetic norms following social trends that are subject to change due to technology’s continuous development. Precisely because of that, the possibilities of design in architecture, i.e., in fashion, are becoming diverse. Technological progress has enabled research in design, which opens the option of applying materials that develop the service field. The synergy of architecture and design in fashion can be followed in a wide area of action through diff e-rent prisms-modern technology and science, artistic directions and styles, various types of materials, and their characteristics. The paper’s approach is limited to a narrow field by analyzing the adaptation of architectural forms in fashion design in an obviously abstract way with a strict departure from the traditional concept of clothing with the use of innovative materials such as smart textiles in a modified form of presentation through performance and standard way of design that finds its inspiration in architecture in segments.
Keywords: fashion design, architecture, textiles, technology, smart textiles, performance.
Ekonomski izazovi, 2020
Sensory marketing is a set of marketing techniques that aim to use the senses to influence consum... more Sensory marketing is a set of marketing techniques that aim to use the senses to influence consumer behavior and the way they make purchasing decisions. This paper discusses companies' sensory marketing practices, the role of the reasons in consumer perception, and how companies create their approach through reaction analysis. This type of marketing is based on the assumption that consumer behavior is more influenced by affective impulses concerning the cognitive component and is part of a broader trend of personalization of brands with which it is possible to establish an empathic connection. It communicates with consumers through the senses of sight, hearing, taste, smell, and touch (or a combination of several of them) through characteristic colors, smells, tastes, music, sound effects, and the like. Increasingly intensive work is being done to create an immersive experiential experience, to establish more reliable connections with clients. The paper, on numerous examples, analyses how this marketing method works, its advantages and disadvantages, as well as the ethical issues that surround this issue. Sensory marketing significantly improves customer loyalty to a product or service, contributes to brand shaping, and a better understanding of the target consumer group.
Keywords: senses, sensory marketing, experience, consumer behavior, branding, communication
III Internacional scientific conference "Contemporary trends and innovations in the textile industry", 2020
This paper originated with the idea of analyzing a noble male costume of the century on the exam... more This paper originated with the idea of analyzing a noble male costume of the century on the example of ktetors portraits of a church in Donja Kamenica. In the analyzes so far devoted to the Serbian medieval costume, the names of the donors of the church in Donja Kamenica were seldom given the unknown origin or the possibility of identification, and the granting of a national designation was prevented. As a result, the costumes of Donja Kamnica's founders were not given a more detailed analysis to classify them in any of the existing groups. The donor act was immortalized by a portrait of the donor, who, for this occasion, was displayed in his most representative clothing, which indicates his social standing, success in the title system, and wealth through the ability to follow current fashion trends. The donors of the church in Donja Kamenica wear clothes that are part of a variety of clothing during the 14th century, with strictly respected canons in the emblem. Kavadion, as one of the most famous men's dresses, was used here in a seemingly simple way that, and as such, can be found parallels among the portraits of the Balkan lords.
Пиротски зборник бр. 45 , 2020
Пиротски ћилим као визуeлни симбол у савременом модном дизајну Pirot kilim as a visual symbol in ... more Пиротски ћилим као визуeлни симбол у савременом модном дизајну Pirot kilim as a visual symbol in the modern fashion design Сажетак: Рад је настао са циљем истраживања вредности и за-ступљености пиротског ћилима, тачније његових мотива као основ-ног визуленог презентера овог традиционално пиротског производа, на пољу савременог модног дизајна. Као бренд, који је својим кавлитетом прешао оквире локалног, потенцијали пиротског ћилима су у савреме-ном дизајну наизглед безгранични, али опет недовољно искоришћени. У том контексту, акценат је добило истраживање овог ресурса, најпре на локалном нивоу, посебно на пољу примењене уметности, прецизније у модном дизајну као једне од најпродуктивнијих индустрија. У раду се анализира стваралаштво дизајнера који су по пореклу из Пирота, те су као такви добри познаваоци локалне традиционалне културе. Појам традиоционалног је у неким сегментима изашао из тог оквира, а дизајнери су му модерним уобличавањем удахнули нови облик постојања, адекватан стилу савременог живота. Заједничко дизајну Ане Гргуровић и Силване Тошић, осим употребе шара пиротског мотива, је сарадња са локалном индустријом, чији је менаџмент препознао вредност својих старих производа, који у редизајнираном облику стижу до модних пи-ста и тиме добијају једно ново, њима до сада непознато, тржиште.
Кључне речи: пиротски ћилим, пиротски мотив, дизајн, ћилимарство,
Zbornik radova Fakulteta dramskih umetnosti, 2020
Predmet rada su pojam, okvir, oblici i uticaj kontroverznog (šok) oglašavanja. Ispituje se njegov... more Predmet rada su pojam, okvir, oblici i uticaj kontroverznog (šok) oglašavanja. Ispituje se njegov nastanak i mesto u modernom oglašavanju, te uticaj koje mogu imati kontroverzne oglasne kampanje ili reklame u društvenom smislu. Raščlanjuje se kontraverzno oglašavanje na reklame koje su kontroverznog sadržaja i proizvode koje auditorijum može smatrati kontroverznim. Identifikuju se tipovi i sadržaj apela koji mogu izazvati kontorverzu. Kroz pregled nekolicine najbitnijih istraživanja na ovu temu rad identifikuje i ključne stavke sadržaja koje reklame mogu učiniti kontroverznim, proizvode koji imaju kontroverzni potencijal u oglasnom smislu, kao i društvene segmente koji su najosetljiviji na šok oglašavanje. Pored toga, analizira se i primer lokalne oglasne kampanje koja je privukla pažnju šire javnosti i izazvala kontroverze. U zaključku se sumira kontroverzno oglašavanje i ističe poželjan pravac daljnjeg naučnog izučavanja ove teme. Ključne reči Kontroverzno, šok, reklama, oglašavanje, kampanja.
Middle East Journal of Scientific Research, 2019
Abstract: A brand is a unique idea or a concept that is associated with certain characteristics i... more Abstract: A brand is a unique idea or a concept that is associated with certain characteristics in the mind of the consumer. The decision to purchase a product is made by initially positioning the product and its name in the mind of the consumer. Modern man has become a "good" consumer of the mass-produced products with affordable prices, which sparked the need for products typical of the world of design: luxury products. Luxury is associated with splurging and wasteful lifestyle, which is why for a long time, it was limited to aristocracy and members of the upper class. Emotional branding uses emotional appeal and emotions that an advertisement triggers in a consumer. The consumer attaches deep emotions of love, nostalgia, empathy, pride, shame, anger etc. to the advertised product and makes the purchasing decision more easily, even if the price of the product is extremely high. This is why luxury products which represent status symbols, are associated with pride or glamor and will always be purchased even if the price exceeds the real value of the product.
Middle-East Journal of Scientific Research , 2019
Most employees today belong to the last generation of the twentieth century. This research paper,... more Most employees today belong to the last generation of the twentieth century. This research paper, which falls within the domain of human resources, seeks to identify and describe the characteristics of Y generation members and their engagement in the work environment. The focus is on the various aspects of motivation on which their personal, professional advancement depends and therefore the success of the business. Based on several pieces of research and comparative analysis with previous generations, several specific characteristics and needs of Y generation members have been identified that modern managers need to consider if they are to raise the productivity level of their employees. In addition to material, there is intangible compensation resulting from a more personalized approach to employees, their participation in decision-making, a dynamic business environment and exciting tasks, a fair penalty and incentive system, Corporate Social Responsibility, training, and benefits programs, mobility, workspace flexibility and working hours. The companies that have understood this have already shown superior market results brought by teamwork and a friendly business environment.
Tekstilna industrija, Beograd, 2020
ATHLEISURE - SPORT-STYLE LUXURY, Abstract: Clothes and fashion play a significant role in people'... more ATHLEISURE - SPORT-STYLE LUXURY, Abstract: Clothes and fashion play a significant role in people's daily lives and therefore have many functions. Clothing allows people to form a specific image of themselves as individuals and members of a social group. In recent decades, the popular clothing style Athleisure has become more and more popular and refers to luxury sportswear that emphasizes the physical attributes and characteristics of the wearer. Athleisure has a significant share of the fashion market and annual growth of about $10 billion in America alone, with a tendency to grow steadily. This trend assumes a particular lifestyle that entails both luxury and care for one's body; that is, one who wears Athleisure has enough money and time to devote to one's appearance. Athleisure highlights a male and female athletic figure, openly showing how aligned with the modern image of physical beauty. It also fosters an interest in sports and fitness-based activities as a way to reach the ideal body. This paper will discuss the evolution and characteristics of this style, its position on the market, as well as the psychological, sociological, and ideological implications it exerts on individuals and society.
TEKSTILNA INDUSTRIJA, 2019
GENERATION Y AND LOYALITY TO FASHION BRANDS Abstract: This paper explores issues of the Millenniu... more GENERATION Y AND LOYALITY TO FASHION BRANDS
Abstract: This paper explores issues of the Millennium Generation (Generation Y) and their visions and loyalties of the fashion brands they use in their daily lives. What eff orts and skills should the marketing experts possess and what knowledge should be obtained before targeting this technologically advanced generation. What strategies
should be used and what kind of advertising should be accepted in order to develop emotional connectivity and identifi cation with the fashion brand. Should the marketing team lead the marketing team or give the word to consumers? The essential characteristics of the Millennium Generation, their habits, their needs, their desires, their way of life, their education, the work they do and how they spend their free time are examined. Which fashion brands and products are considered necessary and whether they are loyal. The selection of fashion brands of the Millennium Generation is considered, which are the ones that are most likely to buy and wear brands, which are
the most popular and most common in their everyday life. Brands that Millennials use most are Apple, Samsung, Nike, Vans, Coca-Cola, Acer, Sony. Generation Y puts telecommunication technology Brands on fi rst place, then it matters to them what they wear and then how they feed. The similarities, diff erences and shortcomings in the strategies that target the Y Generation are considered by PEST and SWOT analysis of Nike Inc. brand. Fair business practice and environmental protection are more important for millennium generation than price, and they have no problem with high prices as long as it justifi es the quality. Millennials are loyal to fashion brands, and it is, therefore, necessary to continually improve their product and engage consumers in the discussion.
KNOWLEDGE – International Journal Vol.30.5 , 2019
MANAGEMENT OF VISUAL ARTS Abstract: This paper aims at showing the importance of management as a... more MANAGEMENT OF VISUAL ARTS
Abstract: This paper aims at showing the importance of management as an established scientific discipline with a broad field of activities in the spectrum of diverse sciences and cultures, with an emphasis on a coherent connection with visual arts. Management in art requires adequate steps of professionally qualified people, who would create certain conditions for their activity in order to have an adequate connection between human work, needs and creativity in the field of art, especially visual, and the development and cultivation of artistic sensibility. Visual arts
have conceptualized a number of artistic disciplines and crafts and enabled them a greater degree of compatibility, which allowed the freedom of creation and expression of artists, and in some segments made it easier for the audience to understand it. With the technological development of the 20th century, new techniques of creating artistic works and language models have been emerging in the arts, while at the same time demanding adequate ways of presenting to the audience, i.e. developing a positive media background. Traditional cultural institutions are under the pressure of a new wave of culture in society, which has not always worked best for them, they had to
develop a life mechanism for contemporary forms of art. Art management gave a richer life to the old institutions, assumed the emergence of new ones, enabled more favourable conditions for artists to create, created the option of easier presenting to the public, connecting with the society-audience and confirming its primary goal - developing and nurturing the cultural needs of people in one region. A special part of this paper, which confirms the previously stated, is the case study of the exhibition Jugotip(Yugotip), where a close connection was established between the exposed works and the audience, which is no longer a passive observer, but an active participant in its own declaration and interpretation of the accomplished works with the possibility of personal participation, offering creative possibilities. In accordance with the modern trends of a modern man's life, management used the existing media forms of presenting the exhibition itself in order to attract the audience, and enabled it to participate indirectly through omnipresent technology, thus creating a close connection between the artists, the works and the audience. Such forms of work confirm the coexistence of art and man at a higher level, causally and consequently, where the artist has the opportunity to get feedback from his audience, which, after the entire process of work and present, is the most appropriate critique, that is, the most favourable publicity, which was the goal of marketing.
KNOWLEDGE - International Journal Scientific Papers, 2019
INTERACTIVE FASHION AS A PERFORMANCE Abstract: By exploring performance, body and clothing as a ... more INTERACTIVE FASHION AS A PERFORMANCE
Abstract: By exploring performance, body and clothing as a visual and communication strategy, fashion reveals a hybrid practice that has emerged and is being considered in the context of fashion shows. Focusing on the common understanding of clothing and body and similarity in methodologies both in experimental fashion and in
performance and communication, the area of this work lies between interaction, fashion, and performance, mainly observed through the notion of fashion shows. The methodology relies on the analysis of the practice and theory of contemporary fashion, design, and performance, exposing interdisciplinary approaches and exchanging ideas that point to hybrid practice between these two disciplines. Putting clothes at the heart of this debate it is possible to take into account how emotional and physical factors, as well as the body itself, contribute to the creation, intentions, and reading of such a work. It is suggested that this area of work can be viewed as a body that is self-contained in scenographic practice. The paper concludes that there is a whole series of embodied practices in which fashion designers work with clothing and body and any attempt to categorize within formal fashion designs can limit creative advancement.
TEKSTILNA INDUSTRIJA, 2019
ECO-FASHION AS A NEED OF MODERN SOCIETY Abstract: Eco-fashion was created from the need of a mode... more ECO-FASHION AS A NEED OF MODERN SOCIETY
Abstract: Eco-fashion was created from the need of a modern society that is increasingly turning to nature and natural materials and renewable resources. The work was created with the idea of expressing the basic principles of eco fashion that has become actual in contemporary design in the last two decades, specifying the norms that defi ne and recognize eco-materials, and the standards in the eco-industry. Eco-fashion is not only a trend in clothing that is the product of a wave of fashion and modern design, but also a product of work on
developing environmental awareness of customers and, more importantly, the perception of the producer itself, that is, the industry that is the basis of the environment.