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Authors
Advisor(s)
Abstract(s)
Este projeto apresenta a construção de uma marca de moda sustentável, que pretende
mostrar e transmitir “uma nova forma de ver o desperdício” ao analisar a forma como a
sociedade consome produtos de moda sustentável, do ponto de vista filosófico e
prático, compreender como a moda é vista e o que se pode fazer para alterar essa visão
para uma concepção mais sustentável.
A investigação aborda temas com moda, branding, design, sustentabilidade, economia
circular, indústria, reciclagem e reutilização têxtil, modelos de negócios e ainda o
consumo e os consumidores. No desenvolvimento deste projeto foram estudadas e
utilizadas 3 metodologias na criação da marca tais como a TXM Branding, prisma da
identidade da marca de Kapferer, o naming foi desenvolvido através do método do
GAD Design.
O projeto conta com um questionário, que pretende perceber se os consumidores têm
noção de determinados conceitos e se os mesmos são aplicados no seu dia-a-dia, para
compreender se a sustentabilidade está nas marcas de moda e se a loopentty é um
modelo de nogócio viável.
This project presents the construction of a sustainable fashion brand, which aims to show and convey "a new way of seeing waste" by analyzing how society consumes sustainable fashion products, from a philosophical and practical point of view, understand how fashion is seen and what can be done to change this vision to a more sustainable conception. The research addresses topics such as fashion, branding, design, sustainability, circular economy, industry, textile recycling and reuse, business models and consumer and consumer. In the development of this project, 3 methodologies were studied and used in the creation of the brand, such as TXM Branding, prism of Kapferer’s brand identity, naming was developed through the GAD Design method. The project has a questionnaire, which aims to understand whether consumers are aware of certain concepts and whether they are applied in their daily lives, to understand whether sustainability is in fashion brands and whether loopentty is a model of viable business.
This project presents the construction of a sustainable fashion brand, which aims to show and convey "a new way of seeing waste" by analyzing how society consumes sustainable fashion products, from a philosophical and practical point of view, understand how fashion is seen and what can be done to change this vision to a more sustainable conception. The research addresses topics such as fashion, branding, design, sustainability, circular economy, industry, textile recycling and reuse, business models and consumer and consumer. In the development of this project, 3 methodologies were studied and used in the creation of the brand, such as TXM Branding, prism of Kapferer’s brand identity, naming was developed through the GAD Design method. The project has a questionnaire, which aims to understand whether consumers are aware of certain concepts and whether they are applied in their daily lives, to understand whether sustainability is in fashion brands and whether loopentty is a model of viable business.
Description
Keywords
Branding Design Economia Circular Identidade Visual Marca Moda Sustentável