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Various trends are transforming the organizational, consumer and methodological landscape of enterprises whose activities relate to the fashion industry. The relevance of the chosen research topic is due to changes in the strategies currently used in this area, which is associated with the current geopolitical situation, as well as with the dominance of the trend of humanity (empathy) in strategic branding. The purpose of the study was to identify the features of promoting fashion brands on the Russian market in the absence of foreign competitors using the example of the LIME clothing brand, which is among the most popular (over 100 stores in Russia and the CIS countries). The methods of analysis and synthesis, abstraction, generalization, comparison, and questionnaire survey were used in the course of the work. The authors concluded that the effectiveness of brand development depends both on the right strategic decisions and on understanding the characteristics of the target audience, real-time communications with customers and prompt response to their requests through the use of high-tech strategic planning tools, in particular, personalized value propositions. Based on the research, recommendations have been developed for the promotion of Russian fashion brands in modern conditions, which can find practical application.

The article presents a clinical case of the senesto-hypochondriacal form of schizophrenia, the implementation of violations of bodily perception within which for a long time was limited to the orofacial space against the background of orthodontic pathology. Prosopalgia is a transnosological syndrome characteristic of a heterogeneous group of disorders, the differential diagnosis of which, due to the peculiarities of the innervation of the facial area, can be difficult and requires special attention for the timely determination of their nosological affiliation and the initiation of adequate therapy. Interest in the clinical case is due to long-lasting senestoalgic syndrome, similar in clinical picture to established pathology of the temporomandibular joint, which complicated the timely assessment of the patient’s condition and led to exacerbation of the mental disorder in the absence of psychopharmacological therapy. The article provides an analysis of the place of mental pathology in the formation and development of orofacial pain, both of a somatogenic nature and in the context of somatopsychic disorders, emphasizing the need for a comprehensive assessment of both the dental and mental status of such patients in order to formulate optimal approaches to treatment.

Introduction The second wave of the COVID-19 pandemic had a significant impact on the quality of life and emotional well-being of the Russian population, with increased emotional disorders such as depression and anxiety. This study focuses on the specific context of Russian university students studying humanities disciplines, who had to adapt to remote learning and self-education during the pandemic. Objectives This study aimed to assess the quality of life and measure the levels of depression, anxiety, and stress among Russian humanities students. Additionally, it examined the correlations between quality of life and emotional disorders. Methods Data collection was conducted between January and April 2021 using a customized Google form. The study included 35 students from Russian universities. Quality of life was assessed using the WHOQOL-BREF questionnaire, and levels of depression, anxiety, and stress were determined using the DASS-21 methodology, both adapted for use in Russia. Results The mean values for the quality of life domains were as follows: “physical and psychological well-being” (M = 20.65±3.85), “self-image” (M = 19.21±3.54), “microsocial support” (M = 10.39±2.36), and “social well-being” (M = 27.93±4.15). Notably, 54% of respondents exhibited no symptoms of depression, 66% showed no signs of anxiety, and 69% reported no stress. Correlation analysis revealed that there was no statistically significant relationship between stress and quality of life, and social well-being did not correlate with emotional disturbances. Conclusions During the second wave of the COVID-19 pandemic, the majority of Russian humanities students did not experience clinical manifestations of depression, anxiety, or stress. To improve their emotional well-being, students should prioritize their physical and psychological health, self-perception, self-esteem, and relationships with their immediate social circles, particularly their families. In this pandemic context, broader social factors such as recreational opportunities took a back seat in students’ priorities. Disclosure of Interest None Declared

Introduction A pandemic caused by a novel coronavirus is an immensely traumatic event. Researches indicate that such events significantly impact various aspects of individuals, including their physical, emotional, cognitive, behavioural, and social functions, affecting different components of their personality structure. However, the experience of trauma itself is influenced by implicit internal structures known as underlying beliefs. Consequently, emotional responses to traumatic events may be interconnected with these core beliefs. Objectives This study aimed to explore fundamental beliefs among Russian university students and analyze their associations with emotional reactions such as depression, anxiety, and stress. Methods Data collection took place from January to April 2021 using a custom-designed Google form. The study involved 35 Russian university students. We employed the WAS-37 methodology to investigate fundamental beliefs and the DASS-21 methodology to assess the levels of depression, anxiety, and stress. Both questionnaires were adapted for use in Russia. Results We found that the mean values of the “Benevolence of the surrounding world” (M = 35.5±7.3) and “Luck” (M = 31.7±5.1) scales are higher than the normative mean values for the Russian population. In contrast, the mean values of the “Fairness” (M = 21.0±3.7), “Self-image” (M = 26.6±7.0) and “Beliefs about control” (M = 26.6±4.8) scales are generally not different from the normative values. Depression has negative correlations with Self-image (rs = -0.590, p < 0.01) and Beliefs about control (rs = -0.509, p < 0.01). No statistically significant correlations of anxiety and stress with baseline beliefs were obtained. Conclusions During the second wave of the pandemic, Russian university students tend to view the world around them as less perilous than the broader population does, and they perceive themselves as more fortunate. Depressive feelings among students are linked to their lower beliefs in the value and importance of their self, as well as their perception that the world around them is not sufficiently controllable. Disclosure of Interest None Declared

Introduction The COVID-19 pandemic has had a significant impact on people’s lives, affecting various aspects of society and potentially altering the quality of life of certain groups. The World Health Organisation defines quality of life as an individual’s physical, psychological, emotional, and social health as perceived by themselves in relation to society. It appears that the pandemic disproportionately affected the most susceptible societal segments, comprising university students who encountered significant stress due to the shift to remote learning, and individuals living with HIV who faced difficulties in accessing medical assistance. Objectives The study aimed to investigate the quality of life of students studying the humanities disciplines and HIV patients during the second wave of the COVID-19 pandemic in Russia. Methods Data collection was conducted from January to July 2021, using a Google form developed by the researchers. The study included 35 students from Russian universities studying humanities specialities and 59 HIV-positive patients. To check the quality of life, we used the WHOQOL-BREF questionnaire, adapted for use in Russia. Results We found that on the domains “physical and psychological well-being” (M = 20.26±3.89 - students, M = 21.43±3.62 - patients, p = 0.144) and “self-image” (M = 19.11±3.53 vs M = 19.52±2.92, p = 0.553) respondents from the two groups did not differ from each other. The domain “microsocial support” was more pronounced in students than patients (M = 10.71±2.48 vs M = 9.17±2.96, p = 0.011). A similar situation was observed in “social well-being” (M = 27.23±4.33 vs M = 24.97±5.24, p = 0.034). Conclusions During the second wave of the COVID-19 pandemic in Russia, individuals living with HIV experienced a lower quality of life compared to students in humanities disciplines. Individuals living with HIV reported lower satisfaction with their relationships within their immediate environment, including family and friends, as well as their overall social well-being, encompassing factors like safety, material wealth, access to medical care, and transportation. In these pandemic conditions, it became evident that individuals with HIV required more extensive social support measures than students. Disclosure of Interest None Declared

Introduction Baseline beliefs, as conceptualized by R. Janoff-Bulman in her cognitive theory of mental trauma, represent an inherent internal framework that shapes how individuals perceive and assess traumatic events. It is widely acknowledged that the pandemic has had a profound impact on the global economy and the living conditions of individuals. Consequently, it is reasonable to assume that during a pandemic, one’s ability to adapt to these altered circumstances is influenced by their foundational beliefs. Consequently, exploring these fundamental beliefs in two at-risk groups, namely university students and individuals with confirmed HIV, becomes a subject of significant interest. Objectives This study aims to examine the fundamental beliefs of patients with HIV and university students in the context of the second wave of the new coronavirus pandemic in Russia. Methods Data collection took place from January to July 2021 using a custom-developed Google form. The study involved 35 Russian university students majoring in humanities and 59 HIV-positive patients. We employed the WAS-37 methodology, adapted for use in Russia, to assess their baseline beliefs. Results We found that on the scales “Fairness” (M = 21.00±3.73 - students, M = 20.53±4.63 - patients, p = 0.616), “Luck” (M = 31.74±5.06 vs M = 29.59±7.33, p = 0.129) and “Control beliefs” (M = 26.66±4.80 vs M = 27.12±4.42, p = 0.636) students did not differ from patients. Scores on the Environment Benevolence scale were higher in students (M = 35.46±7.33 vs M = 30.50±7.09, p = 0.002) and on the Self Image scale were higher in HIV patients (M = 26.63±6.97 vs M = 30.03±5.41, p = 0.010). Conclusions During the latter stages of the COVID-19 pandemic in Russia, individuals living with HIV, when compared to students, tended to perceive the world around them as being more perilous and unfriendly, while simultaneously viewing themselves as possessing greater integrity. From our perspective, this latter observation could be interpreted as a means of self-defence against the perceived hostility of the external world. In such pandemic circumstances, it may be advisable to consider the use of supportive psychotherapy for individuals living with HIV. Disclosure of Interest None Declared

Introduction During a pandemic, the population is required to adapt effectively to drastically altered environmental conditions to avoid the development of psychiatric disorders or other maladaptive responses. This adaptation is closely linked to an individual’s ability to regulate their behaviour effectively and to develop traits such as pliability and autonomy. Objectives The research aims to investigate individual self-regulation among students studying humanities disciplines and individuals living with HIV during the second wave of the COVID-19 pandemic in Russia. Methods Data collection took place from January to July 2021 using a custom-designed Google form. The study involved 35 university students in Russia specializing in humanities and 59 individuals living with HIV. To assess the development of individual self-regulation and determine its specific profile, we utilized the “Behavioural Self-Regulation Style” questionnaire developed by V.I. Morosanova. Results We found that 43% of students have an average level of self-regulation, 37% - high and 20% - low. Among people living with HIV the distribution is similar: 53 % have an average level of self-regulation, 37 % - high and 10 % - low. The analysis of average results of the scales did not reveal statistically significant differences among the groups of respondents. The average profiles have no pronounced peaks and look as follows: planning (M = 5.77±2.16 - students, M = 6.24±1.90 - patients, p > 0.05), modelling (M = 5.26±1.80 vs M = 5.69±1.90, p > 0.05), programming (M = 6.00±1.50 vs M = 5.93±1.66, p > 0.05), performance evaluation (M = 6.26±1.42 vs M = 5.78±1.60, p > 0.05), pliability (M = 6.17±1.87 vs M = 6.58±1.90, p > 0.05) and autonomy (M = 5.00±2.33 vs M = 5.56±2.08, p > 0.05) were almost at the same level in both the student and patient groups. Conclusions During the second wave of the COVID-19 pandemic in Russia, there were no significant distinctions observed in the self-regulation behaviour styles between students and individuals living with HIV. The majority of participants from these chosen groups demonstrated a similar average level of effectiveness in self-regulating their behaviour, as well as comparable degrees of pliability and autonomy development. Disclosure of Interest None Declared

Introduction The pandemic is an undeniably stressful factor on a planetary scale. Life meaning, specific meaning-life orientations, and aspects of locus of control mediate one’s relationship to one’s life circumstances. Thus, the noetic part of human existence can relate to the perception of the pandemic. Objectives The study aimed to examine the relationship between life-meaning orientations and nonspecific emotional reactions in HIV-infected patients during the second wave of the pandemic. Methods The data were collected from February to July 2021 using a Google form we developed. Fifty-nine HIV-positive patients participated in the study. We used the Purpose-in-Life Test to examine life-meaning orientations and the DASS-21 to diagnose depression, anxiety, and stress. Both questionnaires were adapted for use in Russia. Results We obtained the following mean values on the PiLT scales: “general index of life meaningfulness” — M = 94.39±19.71; “goals in life” — M = 30.80±7.75; “life process” — M = 26.93±6.66; “life performance” — M = 23.69±6.66; “locus of control — Me” — M = 19. 61±5.05; “locus of control — life” — M = 25.90±7.43. All PiLT scales had statistically significant negative correlations with depression, anxiety, and stress, except “life process,” which was not associated with anxiety (rxy = -0.215, p > 0.05). Conclusions In the COVID-19 pandemic, life meaningfulness, ability to manage life, and freedom of choice may be considered as predictors of emotional well-being among patients living with HIV. The method of the existential psychotherapy can be effective apply among this group of patients. Disclosure of Interest None Declared

Introduction During the COVID-19 pandemic, the need to adapt to rapidly changing external conditions has increased dramatically. Predictors of successful adaptation can be the degree of development of individual self-regulation and its profile. The emotional state depends on successful adaptation. Objectives The study aimed to examine the individual self-regulation of behaviour and emotional reactions among patients living with HIV in Russia. Methods The data were collected from February to July 2021 using a Google form developed by us. Fifty-nine HIV-positive patients participated in the study. To diagnose the development of individual self-regulation and its profile, we used the Self-Regulation Style Questionnaire, to study depression, anxiety, and stress — DASS-21 adapted for use in Russia. Results We found that 10 % of respondents had a low overall level of self-regulation, 53 % had an average level, and 37 % had a high level. The average individual profile was as follows: predominance of planning (M = 6.24±1.90) over modelling (M = 5.69±1.90), programming (M = 5.93±1.66), and evaluating results (M = 5.78±1.60), which were approximately at the same level. Flexibility (M = 6.58±1.90) and autonomy (M = 5.56±2.08) scores were in the average normal range. Only two correlations were found: modelling was negatively associated with depression (rxy = -0.336, p < 0.01) and anxiety (rxy = -0.275, p < 0.05). Conclusions Awareness and adequacy of perceptions of changes in external and internal significant conditions contribute to a favourable emotional status among people living with HIV. Disclosure of Interest None Declared

Introduction The new coronavirus pandemic has brought the issue of life quality to the forefront. Among HIV-infected patients, life quality may be associated with fear of death. Objectives The study aimed to investigate the life quality and death fear among HIV-infected patients during the pandemic second wave in Russia. Methods The data were collected from February to July 2021 using a Google form that we developed. Fifty-nine patients living with HIV participated in the study. We used the WHOQOL-BREF to examine the quality of life and the Fear of Personal Death Scale to explore fear of death. Both questionnaires were adapted for use in Russia. Results We found the following mean values for the domains: “physical and psychological well-being” — M = 21.39±3.61; “self-perception” — M = 17.51±2.28; “microsocial support” — M = 9.15±2.94; “social well-being” — M = 24.81±5.33. We found that physical and psychological well-being were associated with the transcendental consequences of death (rxy = 0.274, p < 0.05), self-perception with body consequences (rxy = -0.304, p < 0.05) and fear of forgetting (rxy = -0.287, p < 0.05), and social well-being with body consequences (rxy = -0.310, p < 0.05). Conclusions Life quality is related to intrapersonal, interpersonal, and supra-personal dimensions of death fear during the second wave of the pandemic among patients living with HIV. Such fact may indicate possible psychotherapeutic targets when working with this group of patients. Disclosure of Interest None Declared

Introduction People living with HIV are at risk to develop depression, anxiety, and stress. During the pandemic, their access to medical and social care has decreased. Baseline beliefs affect the experience of mental trauma. Objectives The study aimed to determine the levels of depression, anxiety, and stress and assess the baseline beliefs among people living with HIV. In addition, the relationship of emotional reactions to baseline beliefs was analysed. Methods Data were collected from February 28 to July 11, 2021, using a Google form that we developed. Fifty-nine HIV-positive patients participated in the study. The DASS-21 was used to determine depression, anxiety, and stress levels, and the WAS-37 was used to examine baseline beliefs. Both questionnaires were adapted for use in Russia. Results We found that 64 % of the respondents had no symptoms of depression, 61 % of patients reported no anxiety, and 71 % had no stress. Mean values on the scales of “Benevolence in the World” (M = 30.4±7.1) and “Justice” (M = 20.5±4.6) were below the mean normative values for the Russian population. In contrast, the scales of “Self-Image” (M = 30.1±5.4), “Luck” (M = 29.5±7.3), and “Controlling beliefs” (M = 27.1±4.4) were above the mean. Depression was associated with all types of baseline beliefs, anxiety was associated only with benevolence in the world (rxy = -0.309, p < 0.05), and stress was associated with benevolence (rxy = -0.281, p < 0.05) and luck (rxy = -0.258, p < 0.05). Conclusions During the COVID-19, beliefs about the world’s benevolence are associated with emotional well-being among people living with HIV. Disclosure of Interest None Declared

Introduction Different areas of life quality are associated with emotional status. In pandemic conditions, the index of life quality may contribute to emotional stability. However, HIV-infected patients are at risk for affective disorders and are often characterized by a low life rate. Objectives The study aimed to examine the relationship between life quality and emotional status among HIV-infected patients during the second wave of the pandemic. Methods Data were collected between February and July 2021 using a Google form we developed. Fifty-nine HIV-positive patients participated in the study. We used the WHOQOL-BREF to examine the quality of life and the DASS-21 to determine depression, anxiety, and stress levels. Both questionnaires were adapted for use in Russia. Results We found that 64 % of the respondents had no symptoms of depression, 61 % of the patients reported no anxiety, and 71 % had no detectable stress. We found that physical and psychological well-being was associated with depression (rxy = -0.318, p < 0.05) and anxiety (rxy = -0.308, p < 0.05), microsocial support was associated with depression (rxy = -0.430, p < 0.01) and anxiety (rxy = -0.330, p < 0.05), social well-being with depression (rxy = -0.375, p < 0.01), anxiety (rxy = -0.448, p < 0.01) and stress (rxy = -0.362, p < 0.01). Conclusions During the second pandemic wave, the social well-being was most strongly associated with emotional well-being among patients living with HIV. This indicates that different types of social support are essential for this group of patients. Therefore, state authorities should pay special attention to the social welfare of this group of patients. Disclosure of Interest None Declared

Type 2 diabetes is characterized by chronic hyperglycemia and varying degrees of insulin resistance and insulinopenia. Achieving targeted glycemic control in diabetic patients is important to reduce the risk of late complications, and many patients with type 2 diabetes ultimately require insulin therapy to maintain adequate glycemic control. Timely administration of insulin can prevent the progression of diabetes, reduce the development of complications, and have fewer side effects. Basal insulin is the preferred option in most cases when glycemic control is not achieved. However, there is considerable therapeutic inertia in clinical practice, both with respect to initiation of insulin therapy and titration of the basal insulin dose. The longer duration of action, reduced glucose variability and a lower risk of hypoglycemia seen with the latest generation of basal insulin analogs compared to the previous generation simplify titration and may increase patient compliance.

Patients with type 1 diabetes mellitus (T1DM) have many benefits from regular exercise, including improved quality of life, lower blood pressure, improved lipid profile, increased insulin sensitivity, decreased insulin dose requirements, improved endothelial function, and reduced risk of micro- and macrovascular complications, as well as overall mortality. Despite these benefits, T1DM patients often do not get enough physical activity (PA) and are less physically active than their non-diabetic peers. The main reason for the low PA in patients with T1DM is the difficulty of glycemic management and the fear of developing hypoglycemia during exercise. Different types of training, such as moderate to high intensity exercise, high intensity interval training, have different effects on glycemic activity during exercise, which can be used to prevent the development of hypoglycemic reactions during and after exercise, along with carbohydrate intake and insulin dose adjustment. Higher-intensity exercise, as well as greater frequency and duration, are associated with a greater reduction in the risk of overall and cardiovascular mortality. Regular physical activity has a positive effect on reducing the risk of micro- and macrovascular complications, general and cardiovascular mortality in patients with type 1 diabetes, regardless of the quality of glycemic control, which can be used for prevention of T1DM complications.

We report 9 clinicopathologic cases of Lyell’s syndrome, known as toxic epidermal necrolysis (TEN). Five deceased patients had dermal exposure to cow parsnip, grey mercury ointment or whitening agents. In 4 cases, TEN developed in the course of drug treatment as a part of polytherapy, and in one of them it was accompanied with the infection. All of TEN patients suffered from acute or chronic diseases, endogenous or exogenous intoxication, immunodeficiency.

Aim. To study the effects of trimetazidine MB therapy on the clinical manifestations and markers of endothelial dysfunction and systemic inflammation in patients with acute coronary syndrome (ACS). Material and methods. This open, comparative, randomised parallel-group study included 60 patients with a verified ACS diagnosis (34 men and 26 women, aged 40–84 years). All participants were randomised into two treatment groups: the main group receiving trimetazidine MB (PreductalMB) 35 mg twice a day, and the control group receiving standard therapy but not trimetazidine MB. The examination included electrocardiography (ECG), echocardiography, 24-hour ECG monitoring, and chest X-ray. Results. After 3 months of the treatment, the main group demonstrated a significant reduction in the incidence and duration of anginal attacks (–58% and –42%, respectively), as well as in the weekly nitrate intake (–66%). There was a nonsignificant (possibly, due a relatively small sample size) tendency towards a reduction in the severity of anginal attacks (–36%). The control group demonstrated a less prominent dynamics of clinical parameters: the incidence of anginal attacks decreased by 21%, the weekly nitrate intake by 20%, and the duration and severity of anginal attacks only by 6%. Conclusion. The combination of trimetazidine MB with the standard ACS therapy improves the treatment effectiveness, in terms of the anginal syndrome manifestations and endothelial function stabilisation, as suggested by a significant reduction in von Willebrand factor and endothelin levels, compared to the control group.

Financial analysis of enterprise is given. Its task is to show how sources of financial assets of enterprise and areas of their using influence on chronic or periodically arising lack of cash assets