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Authors
Abstract(s)
O tema deste projeto surge na constatação de uma falha no mercado como resposta a este tipo de consumidores- os consumidores plus size. Como designers de moda temos a nosso cargo a compreensão antropológica, ergonómica e psicológica do corpo humano e da ligação que a roupa faz com o seu usuário mas também com o próximo, na medida em que transmite mensagem e fomenta o discurso interpessoal. Desse modo, procurei neste projeto entender este tipo de consumidores, primeiro percebendo os contextos de branding e todas as envolvências do universo das marcas, e de seguida os contextos do mercado de moda atuais, falando dos seus paradoxos, do eu individual como consumidor consciente de moda, mas também a consciência de que se pertence a um nicho de mercado, constantemente estigmatizado, e de que modo uma marca de moda consegue ser adequada a esse público e ultrapassar as barreiras da ambiguidade. Surgem respostas a como caracterizar este tipo de consumidoras, quem são, mas também a realidade do mercado que enfrentam, e o esquecimento e negligência a que estão sujeitas como consumidoras devido a questões de obesidade. Por último procurarei dar algumas respostas positivas para uma maior oferta e para a consciencialização que este tipo de mercado pode ser frutífero, com exemplos de “fatshionistas” ativas em demostrar o seu descontentamento e dispostas a emergir como consumidoras de moda, assim como tentar demonstrar alguns exemplos de marcas reais, nacionais, e os seus esforços para se propagarem no mercado plus size. Após a fundamentação teórica segue-se o processo principal do projeto que será a criação da marca de moda dedicada a este público, seguindo o modelo TXM Branding para a criação do ADN da marca e o Modelo linear para a conceção de sistemas de identidade visual, para a elaboração da Identidade Visual da Marca.
The theme of this project is the finding of a failure in the market as a response to this type of consumers - plus size consumers. As fashion designers we are responsible for the anthropological, ergonomic and psychological understanding of the human body and the connection that the clothing makes with its user but also with the next one, in that it transmits message and fosters the interpersonal discourse. In this way, I will try to understand this type of consumer in this project, first realizing the current fashion market contexts, talking about their paradoxes, the individual self as a fashion conscious consumer, but also the awareness that one belongs to a niche market, constantly stigmatized. I will then look for answers on how to characterize this type of consumers, who they are, but also the reality of the market they face, and the forgetfulness and negligence they are subjected to as consumers due to ambiguities such as obesity issues. Finally, I will try to give some positive answers to a greater offer and to the awareness that this type of market can be fruitful, with examples of "fatshionistas" active in demonstrating their discontent and willing to emerge as fashion consumers, as well as trying to demonstrate some examples of real, national brands and their efforts to spread in the plus size market. After the theoretical foundation is followed the main process of the project that will be the creation of the fashion brand dedicated to this public, following the TXM model for the conception of the Brand´s DNA and the diagrams in the Design process, created by Professor Fernando Oliveira, for the conception of the Visual Identity.
The theme of this project is the finding of a failure in the market as a response to this type of consumers - plus size consumers. As fashion designers we are responsible for the anthropological, ergonomic and psychological understanding of the human body and the connection that the clothing makes with its user but also with the next one, in that it transmits message and fosters the interpersonal discourse. In this way, I will try to understand this type of consumer in this project, first realizing the current fashion market contexts, talking about their paradoxes, the individual self as a fashion conscious consumer, but also the awareness that one belongs to a niche market, constantly stigmatized. I will then look for answers on how to characterize this type of consumers, who they are, but also the reality of the market they face, and the forgetfulness and negligence they are subjected to as consumers due to ambiguities such as obesity issues. Finally, I will try to give some positive answers to a greater offer and to the awareness that this type of market can be fruitful, with examples of "fatshionistas" active in demonstrating their discontent and willing to emerge as fashion consumers, as well as trying to demonstrate some examples of real, national brands and their efforts to spread in the plus size market. After the theoretical foundation is followed the main process of the project that will be the creation of the fashion brand dedicated to this public, following the TXM model for the conception of the Brand´s DNA and the diagrams in the Design process, created by Professor Fernando Oliveira, for the conception of the Visual Identity.
Description
Keywords
Branding Branding de Moda Marca Moda Plus Size