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Abstract(s)
A sustentabilidade tem sido um tema instigante e omnipresente na sociedade. Embora seja
uma ideia pouco clara, o tema tem certamente atraído a atenção das empresas que procuram
formas de responder às mais diversas tendências ‘verdes’. Consequentemente, o branding
exerce uma comunicação emocional entre consumidores e empresas. Diante desta realidade,
muitas empresas analisam as constantes mudanças de consciência da sociedade, que exige
responsabilidade social, ambiental e económica das mesmas, procuram-se assim adaptar a
novas formas de produção não tão nocivas ao meio ambiente.
A industria da moda está marcada, principalmente, pelo ciclo de vida dos produtos; pela
exploração da mão de obra; pelo consumo crescente de fibras sintéticas, como o poliéster,
não biodegradáveis; pelo consumo desenfreado e consequentes desperdícios; o que tem dado
origem a um novo paradigma, marcado pela preocupação das mais diversas questões
ambientais, tais como reduzir o consumo de água, de produtos químicos e de energia,
procurando assim produzir de uma forma mais sustentável. Neste contexto, de que forma
poderão as empresas e as marcas de moda encontrar oportunidades de negócio e como o
branding pode impulsionar essas mesmas oportunidades.
Deste modo, os objetivos a serem explorados estão relacionados com as possibilidades e
soluções à mercê das indústrias da moda, no sentido de evolução dos seus sistemas, bem
como a sua forma de comunicação para com os consumidores. Neste sentido, as empresas
precisam de reavaliar as suas estratégias e repensar as suas escolhas, tendo como prioridade,
novos modelos de negócio – “Economia Circular” - como vantagem competitiva no setor
empresarial.
Sustainability has been a provocative and ubiquitous theme in society. Although it is an unclear idea, the subject has certainly attracted the attention of companies looking for ways to respond to the most diverse 'green' trends. Consequently, branding engages emotional communication between consumers and companies. Against with this reality, many companies analyze the constant changes in society's conscience, which demands social, environmental and economic responsibility, and thus seek to adapt to new forms of production that are not so harmful to the environment. The fashion industry is marked mainly by the product life cycle; exploitation of labor; by increasing consumption of synthetic fibers, such as polyester, not biodegradable; unbridled consumption and consequent waste; which has given rise to a new paradigm, marked by the concern of the most diverse environmental issues, such as reducing the consumption of water, chemical products and energy, thus seeking to produce in a more sustainable way. In this context, how can companies and fashion brands find business opportunities and how branding can drive those opportunities. In this way, the objectives to be explored are related to the possibilities and solutions at the mercy of the fashion industries, in the sense of evolution of their systems, as well as their way of communicating with consumers. In this sense, companies need to reevaluate their strategies and rethink their choices, taking as a priority, new business models - "Circular Economy" - as a competitive advantage in the business sector.
Sustainability has been a provocative and ubiquitous theme in society. Although it is an unclear idea, the subject has certainly attracted the attention of companies looking for ways to respond to the most diverse 'green' trends. Consequently, branding engages emotional communication between consumers and companies. Against with this reality, many companies analyze the constant changes in society's conscience, which demands social, environmental and economic responsibility, and thus seek to adapt to new forms of production that are not so harmful to the environment. The fashion industry is marked mainly by the product life cycle; exploitation of labor; by increasing consumption of synthetic fibers, such as polyester, not biodegradable; unbridled consumption and consequent waste; which has given rise to a new paradigm, marked by the concern of the most diverse environmental issues, such as reducing the consumption of water, chemical products and energy, thus seeking to produce in a more sustainable way. In this context, how can companies and fashion brands find business opportunities and how branding can drive those opportunities. In this way, the objectives to be explored are related to the possibilities and solutions at the mercy of the fashion industries, in the sense of evolution of their systems, as well as their way of communicating with consumers. In this sense, companies need to reevaluate their strategies and rethink their choices, taking as a priority, new business models - "Circular Economy" - as a competitive advantage in the business sector.
Description
Keywords
Branding Design de Moda Economia Circular Matéria-Prima Sustentabilidade