Name-giving practices in fashion Industry in the 21st century

Usach A. Name-giving practices in fashion Industry in the 21st century : bachelor’s thesis : 035 Philology / supervised by T. Biletska Kyiv, 2025. 67 p.

This bachelor's paper explores naming in the 21st-century fashion industry as a linguistically and culturally meaningful process that plays a central role in brand identity, positioning, and consumer interaction. The study views brand names as compact semiotic units that operate at the intersection of language, marketing, and cognition, reflecting broader social and cultural dynamics.
The research focuses on naming as a form of secondary nomination, revealing how brand names encode emotional and symbolic value through phonetic, morphological, semantic, and pragmatic strategies. Special attention is given to the use of neologisms, blends, metaphors, and associative constructions, which enable names to function not only as identifiers but also as expressive tools for storytelling and differentiation in a saturated market.
The study also considers the influence of celebrity collaborations, sustainability narratives, and psycholinguistic perception, showing how names serve as entry points into brand worlds and activate consumer expectations. Through these mechanisms, naming becomes a performative act that connects linguistic form with cultural meaning and strategic communication.
The findings confirm that naming in fashion is a dynamic and multifunctional linguistic act that integrates creativity, commercial intent, and socio-cultural resonance, making it a powerful tool in modern brand discourse.