Domestication of Clothing: The Role of Entrepreneurship in the Changing Culture of Clothing at the End of the 20th Century
Keywords:
clothing, trade, entrepreneurship, domestication, objectificationAbstract
During the socialist era, Serbia had a very developed textile industry. Like the economy as a whole, it was devastated by a war economy, sanctions, and a series of misguided decisions by the political establishment in the 1990s. With the closure of many textile factories, there was a huge gap in the clothing market, and this gap was filled by many entrepreneurs who imported clothes. Here I consider the process of domestication of clothing that found its way into the market, which came from different cultures and was suitable for different markets. Domestication was necessary due to the externalization of one’s own styles of clothing to the local population. The paper is based on the research of entrepreneurial ventures in the last decade of the 20th century, and therefore the emphasis is placed on the activities of entrepreneurs and their cultural role, and not on the clothes themselves.
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