Entrepreneurial Production of Clothing. On the Impact of Entrepreneurs on Contemporary Clothing Culture

DOI: https://doi.org/10.2298/GEI2601189M UDC: 005.5:334.722::677 original research paper

Abstract

Modern life in neoliberal capitalism, predominantly deregulated and based on the principles of supply and demand to gain maximum profits, when it comes to clothing, mainly connotes the so-called fast fashion. On the other hand, it is primarily related to large textile companies that impose fashion styles on large part of the consumer. There isn‘t much room in the market for small businesses. This paper presents the activities of small entrepreneurial clothing manufacturers, and is based on direct research of entrepreneurs. The paper argues how decisions are made about the design and production of clothes, what type of clothing manufacturers are focused on and how they build a relationship with consumers. Clothing production is viewed in an economic-anthropological context, i.e. in relation to how manufacturers objectify their understanding of consumers and the market through the production program of clothing. The paper seeks to establish the correlation between the socio-economic context of clothing manufacturers and their impact on clothing culture in the conditions of the market of small economic capacity, given the globalization trends in local communities.

Keywords: production, entrepreneurship, consumption, everyday clothing, objectification