The case discusses the marketing dilemma faced by the Russian social enterprise, Snegi. Snegi promotes traditional Russian boots called Valenki-s, now produced with new age design and in a socially responsible way. The brand has received good response since its inception in 2015. While some customers like the product for its resemblance to Valenki and use it for daily use or gifting, others find it as a fashion statement. The company now faces a dilemma about choosing its target segment and positioning its brand in a way that can retain its social mission while being a successful enterprise.
The paper presents an approach to describe and analyze the accumulation of specific capital in a Soviet design organization during the late Soviet period. The study covers the period from 1968 to 1982. The system of fashion production under the Late Socialism is less explored compared with the Stalin and Thaw periods. The functioning of regional Clothing Design Houses which constituted a specific feature of the Soviet system of fashion production during this period is underexplored as well. Finally, as far as we know this study is the first attempt to apply the Bourdieu’s theory of the field of production to the Soviet fashion production. Typically, researchers do not use sociological theories of fashion production for the analysis of Soviet fashion. The study implies the categories of specific capital, hierarchy, and dynamic of the field of production. The system of fashion production of the Late Soviet period is considered as a particular case of fashion production in a non-capitalist society. There are two components of the study. The first one reconstructs the hierarchy of the Soviet system of fashion production. The second one describes professional strategies to accumulate specific capital and to occupy a position in the field of production. The study focuses on two cases of development and presentation of clothes collections by Perm Clothing Design House during All-Union and cluster meetings of designers in 1968 – 1969 and 1979 – 1982. The paper relies on published research on Soviet fashion history, archive documents, and in-depth interviews with ex-employees of Perm Clothing Design House. The results discuss the applicability of the term of specific capital to the explanation of hierarchy construction processes in the Late Soviet field of production of fashion. The paper contributes to the earlier conclusions about the ambivalent Soviet fashion policy. Also, it introduces the definition of specific capital as official representatives’ appreciation of the balance between the officially approved fashion trend of a season and creative search achieved by designers of a certain Clothing Design House. It suggests that there was a weird combination of socialist and pseudo-market practices penetrating the Soviet fashion field of restricted production.
The paper is focused on the study of reaction of italian literature critics on the publication of the Boris Pasternak's novel "Doctor Jivago". The analysys of the book ""Doctor Jivago", Pasternak, 1958, Italy" (published in Russian language in "Reka vremen", 2012, in Moscow) is given. The papers of italian writers, critics and historians of literature, who reacted immediately upon the publication of the novel (A. Moravia, I. Calvino, F.Fortini, C. Cassola, C. Salinari ecc.) are studied and analised.
In the article the patterns of the realization of emotional utterances in dialogic and monologic speech are described. The author pays special attention to the characteristic features of the speech of a speaker feeling psychic tension and to the compositional-pragmatic peculiarities of dialogic and monologic text.