CULTURAL SYMBOLISM OF FASHION BRANDS IN KAZAKHSTAN

Abstract

This capstone project explores the cultural symbolism among the Kazakhstani fashion brands, particularly clothing and jewelry brands. The methodology of the study consists of the individual interview, the focus group and digital ethnography. Data interpretation was done via open coding and thematic analysis. Findings show that the use of Kazakh cultural symbols is influenced by historical context, traditions, and cultural values. All of these led ethno-items to be trendy among society. Another key factor that facilitated the promotion of such items is influence of the businesses on social media platforms. They have an ability to influence and create new trends as well as to transmit cultural values. It depends on the brand identity and purpose. Thus, they are able to change customer behavior and attitudes. Analyzing the market and potential clients’ responses, it was determined that price, design and quality are priority factors when it comes to choosing a piece of clothing or jewelry. The following factor is the meaning of cultural symbols. Study participants also highlighted that through purchasing ethno-styled things, they feel belonging to the Kazakh community and build their own uniqueness among other people. Therefore, such symbols can be used as a tool of communication among individuals. Thus, it also helps to strengthen the sense of belonging, along with the growing trend of rethinking Kazakh culture.