Abstract

The correlation between the content of the various options of fashion’s theory and research strategies of national sociological schools is identified and analyzed in the article. To those schools belong scientists from the USA, France and Germany: R. Barthes, H. Blumer, J. Baudrillard, P. Bourdieu, Th. Veblen, G. Simmel, W. Sombart. In particular, representatives of American sociology study fashion, especially in the context of a definition of psychological factors affecting both the individual (Th. Veblen), and so on Collective (G. Bloomer) behavior of members of modern society. French researchers P. Bourdieu, R. Barthes and J. Baudrillard offer analyze fashion as a social phenomenon that puts the functioning of all spheres of personality and needs, especially solid theoretical interpretations. German sociologists examined fashion, especially as one of many forms of life (G. Simmel), in which the trend towards social cohesion combined with the trend towards individual differences that are beginning to engage in the conditions of formation and development of capitalist society (W. Sombart). It is substantiated that the historical development of each country affected the establishment of national sociological schools. This reflected not only in the formation of the leading areas of research, but also on specificity of the analysis of other social phenomena and processes, particularly in the study of the problem field of fashion.