| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 7.14 MB | Adobe PDF |
Authors
Abstract(s)
O presente Relatório de Estágio foi desenvolvido no âmbito do Mestrado em
Design de Moda, pela Universidade da Beira Interior e visa a abordagem feita no contexto
de estágio e a apresentação dos projetos e experiências desenvolvidas no mesmo.
O objetivo do estágio consistiu em reforçar e aplicar os conhecimentos adquiridos no
âmbito académico, em contexto empresarial. Permitiu ainda com que fosse possível o
contacto em ambiente prático e multidisciplinar do design de moda, facilitando assim a
obtenção de experiência profissional.
Resultante do estágio, este relatório reflete a investigação do tema principal e proposta
de melhoria sustentável da marca, com o intuito de agregar inovação e expansão de
mercado ao seu público feminino.
Desta forma, este documento encontra-se dividido em três capítulos. No primeiro
capítulo são apresentados objetivos gerais e específicos do estágio, assim como a
metodologia usada na investigação. A investigação é feita em torno do tema; desafios de
uma marca de slow fashion para se integrar no mercado dominado pela fast fashion.
Neste capítulo procura-se, ainda, indicar formas de como marcas pequenas se podem
destacar face às marcas de produção em massa, assim como estratégias que possam
adotar dentro e fora da marca, no que diz respeito a métodos de trabalho e a como podem
educar e persuadir o cliente a comprar de forma mais consciente. Todos estes pontos são
abordados tendo em consideração a responsabilidade social e ambiental, recorrendo às
redes sociais, apelando à mudança de mentalidades e visões em relação aos assuntos que
procuram abordar e que façam sentido para a marca.
No segundo capítulo, é feita uma biografia do designer e uma análise sobre a marca. Esta
análise possibilitou conhecer caraterísticas importantes como a filosofia da marca, a
organização da empresa, o público-alvo, as marcas concorrentes e as últimas coleções do
criador. No final do capítulo foi realizada uma análise da experiência vivida em contexto
de estágio curricular no atelier Elsa Barreto, onde foi explorada a metodologia utilizada
pelo designer no planeamento, modelagem e confeção da coleção. Foi descrita também
toda a experiência obtida no estágio e especificação dos trabalhos desenvolvidos. Por fim
realizou-se uma pequena observação e reflexão sobre a experiência.
Por fim, no terceiro capítulo é apresentada uma coleção cápsula sustentável para a marca
Elsa Barreto, como proposta de uma expansão da marca, onde é feito o aproveitamento
de sobras de tecido de coleções passadas tendo em conta os conceitos de crosselling e
upselling. No decorrer deste projeto foram desenvolvidos painéis de inspiração, ilustrações e ainda fichas técnicas. Alguns destes processos da coleção cápsula
apresentada, não são feitos pela marca, o que podem vir a tornar-se numa maisvalia para
a mesma em contexto de organização e qualidade de trabalho.
This Internship Report was developed within the scope of the Master in Fashion Design, by the University of Beira Interior and aims at the approach taken in the context of the internship and the presentation of the projects and experiences developed in it. The objective of the internship was to reinforce the knowledge acquired in the academic field, as well as the initiation in a business context. It also made contact possible in a practical and multidisciplinary design environment, thus facilitating professional experience. As a result of the internship, the development of this report follows, as well as the investigation of the main theme and proposal for the sustainable improvement of the brand, with the aim of adding innovation and market expansion to its female audience. Thus, this document is divided into three chapters. In the first chapter, general and specific objectives of the internship are presented, as well as the methodology that will be used in the investigation. The research is done around the theme; Challenges for a slow fashion brand to integrate into a market dominated by fast fashion. This chapter looks for ways in which small brands can stand out from mass-produced brands. As well as strategies that they can adopt inside and outside the brand, with regard to working methods and how they can educate and persuade the customer to buy more consciously. All these points taking into account social and environmental responsibility, social media being the main weapon of these small brands, calling for a change in mentalities and visions in relation to the subjects they seek to address and that make sense for the brand. In the second chapter, a biography of the designer and an analysis of the brand are made. This analysis made it possible to discover important characteristics such as the brand's philosophy, the company's organization, the target audience, competing brands and the designer's latest collections. At the end of the chapter, an analysis of the experience lived in the context of a curricular internship at the Elsa Barreto atelier was carried out, where the methodology used by the designer in the planning, modeling and making of the collection was explored. It was also described all the experience obtained in the internship and specification of the works developed. Finally, a small observation and reflection on the experience was carried out. Finally, in the third chapter, a sustainable capsule collection for the brand Elsa Barreto is presented, as a proposal for an expansion of the brand, where fabric leftovers from past collections are used, considering the concepts of crosselling and upselling. During this project, inspiration panels, illustrations and even technical sheets were developed. Some of these processes in the presented capsule collection are not conducted by the brand, which could become an added value for the brand in terms of organization and quality of work.
This Internship Report was developed within the scope of the Master in Fashion Design, by the University of Beira Interior and aims at the approach taken in the context of the internship and the presentation of the projects and experiences developed in it. The objective of the internship was to reinforce the knowledge acquired in the academic field, as well as the initiation in a business context. It also made contact possible in a practical and multidisciplinary design environment, thus facilitating professional experience. As a result of the internship, the development of this report follows, as well as the investigation of the main theme and proposal for the sustainable improvement of the brand, with the aim of adding innovation and market expansion to its female audience. Thus, this document is divided into three chapters. In the first chapter, general and specific objectives of the internship are presented, as well as the methodology that will be used in the investigation. The research is done around the theme; Challenges for a slow fashion brand to integrate into a market dominated by fast fashion. This chapter looks for ways in which small brands can stand out from mass-produced brands. As well as strategies that they can adopt inside and outside the brand, with regard to working methods and how they can educate and persuade the customer to buy more consciously. All these points taking into account social and environmental responsibility, social media being the main weapon of these small brands, calling for a change in mentalities and visions in relation to the subjects they seek to address and that make sense for the brand. In the second chapter, a biography of the designer and an analysis of the brand are made. This analysis made it possible to discover important characteristics such as the brand's philosophy, the company's organization, the target audience, competing brands and the designer's latest collections. At the end of the chapter, an analysis of the experience lived in the context of a curricular internship at the Elsa Barreto atelier was carried out, where the methodology used by the designer in the planning, modeling and making of the collection was explored. It was also described all the experience obtained in the internship and specification of the works developed. Finally, a small observation and reflection on the experience was carried out. Finally, in the third chapter, a sustainable capsule collection for the brand Elsa Barreto is presented, as a proposal for an expansion of the brand, where fabric leftovers from past collections are used, considering the concepts of crosselling and upselling. During this project, inspiration panels, illustrations and even technical sheets were developed. Some of these processes in the presented capsule collection are not conducted by the brand, which could become an added value for the brand in terms of organization and quality of work.
Description
Keywords
Crosselling Estágio Fast Fashion Slow Fashion Sustentabilidade Upselling