Loading...
Publication
Criação de uma marca para ginastas Sportswear aplicado às modalidades de competição
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 33.8 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Segundo o relatório de contas de 2022 da federação portuguesa de Ginástica, o
crescimento da atividade desportiva em Portugal nas camadas mais jovens de ginástica
acrobática cresceu de 1564 (em 2011) para 4377, e a sua participação em competições
internacionais foi reconhecida com medalhas desde o início da sua participação em 1987.
No mercado nacional existe um número reduzido de oferta de vestuário para esta
atividade, que após uma pré-análise do mercado neste projeto através de um
questionário, alertou-nos e validou a necessidade e oportunidade no mercado nacional;
O crescimento de praticantes e a necessidade de desenvolver soluções de design de
vestuário para as carências e desejos dos desportistas desta modalidade é importante.
Assim, este projeto pretende desenvolver uma proposta de criação de uma marca de
vestuário destinada a atletas de ginástica, mais especificamente atletas de ginástica
acrobática. Embora existam algumas marcas no mercado, a especificidade, requisitos
técnicos e crescimento do mercado são fatores que justificam este projeto bem como um
inquérito realizado a uma amostra de atletas no âmbito deste projeto. Foi assim
procurado desenvolver uma marca e produtos associados à prática desportiva de
ginástica acrobática que respondesse às necessidades e desejos dos atletas, baseado nos
resultados obtidos do inquérito e na pesquisa de mercado realizada.
A ginástica acrobática é uma modalidade complexa, praticada em pares e grupos, esta
exige que os seus praticantes possuam diversas componentes físicas, nomeadamente,
força, coordenação, flexibilidade e equilíbrio. Nas competições os ginastas apresentam
os seus esquemas, onde mostram as suas capacidades técnicas e artísticas. Um dos
elementos-chave deste momento de avaliação é a peça de vestuário maillot, peça
obrigatória para a execução dos esquemas. O inadequado design de um maillot pode
levar à penalização do atleta, uma vez que esta peça tem regras a cumprir.
A marca desenvolvida pretende que os ginastas tenham uma maior oferta de maillots de
competição, sem recorrer aos tradicionais meios existentes no mercado, como
costureiras sem apoio de designers ou ao limitado número de marcas existentes no
mercado nacional. Para além da vertente dos fatos de competição a marca terá uma
coleção de treino elaborada para outras fases do treino e atividade desportiva, mas que
poderá abranger outros públicos que praticam ginástica.
Como metodologia recorreu-se a uma mista. O projeto será dividido em 3 partes, a
primeira parte referente a uma revisão bibliográfica com a definição de conceitos de branding, design de moda, e análise do mercado de desenvolvimento de produtos
moda/activewear com características técnicas, design thinking e metodologia projetual,
a segunda parte, com aplicação de metodologia projetual é focada na criação da marca e
no seu processo de construção e para finalizar na terceira parte será desenvolvida uma
peça protótipo. Finalmente é orçamentado o produto e é feita a sua validação. Em suma
este projeto visa aprofundar a importância do vestuário desportivo na modalidade de
ginástica acrobática bem como satisfazer as necessidades do consumidor, centralizandose na opinião do mesmo.
According to the 2022 accounts report of the Portuguese Gymnastics Federation, the growth of sporting activity in Portugal in the younger levels of acrobatic gymnastics, and their participation in international competitions has already given us medals since the beginning of their participation in 1987, thus alerting us to the need to develop clothing design solutions for the needs and desires of athletes in this sport. Therefore, this project aims to develop a proposal to create a clothing brand for gymnastics athletes, more specifically acrobatic gymnastics athletes. Although there are some brands on the market, the specificity, technical requirements and growth of the market are factors that justify this project as well as a survey carried out on a sample of athletes as part of this project. The aim was to develop a brand, and products associated with the sport of acrobatic gymnastics that would respond to the needs and desires of athletes, based on the results of the survey. Acrobatic gymnastics is a complex discipline, practiced in pairs and groups, which requires its practitioners to have various physical components, namely strength, coordination, flexibility and balance. In competitions, gymnasts present their schemes, showing off their technical and artistic skills. One of the key elements of this moment of evaluation is the maillot garment, which is mandatory for the execution of the routines. The inappropriate design of a maillot can lead to the athlete being penalized, since this garment has rules to comply with. The brand developed aims to give gymnasts a wider range of competition suits, without having to resort to traditional means on the market, such as seamstresses without the support of designers or the limited number of brands on the market. As well as competition suits, the brand will have a training collection designed for other phases of training and sporting activity. A mixed methodology was used. The project will be divided into 3 parts, the first part referring to concepts of branding, fashion design, and the development of fashion/activewear products with technical characteristics, design thinking and design methodology, the second part, with the application of design methodology is focused on the creation of the brand and its construction process and to finish in the third part a prototype piece will be developed. Finally, the product is budgeted and validated. In summary, this project aims to explore the importance of sportswear in acrobatic gymnastics, as well as satisfying consumer needs by focusing on consumer opinion. A mixed methodology was used. The project will be divided into 3 parts, the first part referring to a literature review with the definition of branding concepts, fashion design, and analysis of the fashion/activewear product development market with technical characteristics, design thinking and design methodology, the second part, with application of design methodology is focused on the creation of the brand and its construction process and to finish in the third part a prototype piece will be developed. Finally, the product is budgeted and validated. In short, this project aims to deepen the importance of sportswear in acrobatic gymnastics as well as satisfying consumer needs, focusing on consumer opinion.
According to the 2022 accounts report of the Portuguese Gymnastics Federation, the growth of sporting activity in Portugal in the younger levels of acrobatic gymnastics, and their participation in international competitions has already given us medals since the beginning of their participation in 1987, thus alerting us to the need to develop clothing design solutions for the needs and desires of athletes in this sport. Therefore, this project aims to develop a proposal to create a clothing brand for gymnastics athletes, more specifically acrobatic gymnastics athletes. Although there are some brands on the market, the specificity, technical requirements and growth of the market are factors that justify this project as well as a survey carried out on a sample of athletes as part of this project. The aim was to develop a brand, and products associated with the sport of acrobatic gymnastics that would respond to the needs and desires of athletes, based on the results of the survey. Acrobatic gymnastics is a complex discipline, practiced in pairs and groups, which requires its practitioners to have various physical components, namely strength, coordination, flexibility and balance. In competitions, gymnasts present their schemes, showing off their technical and artistic skills. One of the key elements of this moment of evaluation is the maillot garment, which is mandatory for the execution of the routines. The inappropriate design of a maillot can lead to the athlete being penalized, since this garment has rules to comply with. The brand developed aims to give gymnasts a wider range of competition suits, without having to resort to traditional means on the market, such as seamstresses without the support of designers or the limited number of brands on the market. As well as competition suits, the brand will have a training collection designed for other phases of training and sporting activity. A mixed methodology was used. The project will be divided into 3 parts, the first part referring to concepts of branding, fashion design, and the development of fashion/activewear products with technical characteristics, design thinking and design methodology, the second part, with the application of design methodology is focused on the creation of the brand and its construction process and to finish in the third part a prototype piece will be developed. Finally, the product is budgeted and validated. In summary, this project aims to explore the importance of sportswear in acrobatic gymnastics, as well as satisfying consumer needs by focusing on consumer opinion. A mixed methodology was used. The project will be divided into 3 parts, the first part referring to a literature review with the definition of branding concepts, fashion design, and analysis of the fashion/activewear product development market with technical characteristics, design thinking and design methodology, the second part, with application of design methodology is focused on the creation of the brand and its construction process and to finish in the third part a prototype piece will be developed. Finally, the product is budgeted and validated. In short, this project aims to deepen the importance of sportswear in acrobatic gymnastics as well as satisfying consumer needs, focusing on consumer opinion.
Description
Keywords
Branding Design de Moda Ginástica Acrobática Projeto