Formation of the science intensive consumption within the new paradigm of social and economic development

The article is devoted to the increasing of the role of human being in the innovative economy. The authors display the role of the light industry goods manufacture in the formation of the science intensive consumption of the city dwellers. The authors determine the factors influencing on the clothes preferences of the consumers in cities and towns. The authors substantiate the application of the psychographic approach (based on a lifestyle) to segmentation of consumer preferences in clothes. They indicate the role of customization (individualization of manufacture) in the formation of competitive advantages of manufacturers and innovative behavior of city dwellers