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Advisor(s)
Abstract(s)
O presente relatório de estágio curricular pretende demonstrar os projetos realizados e
a experiência obtida pela estagiária Alexandra Leonor Reiter Ferreira na empresa
Etikway relacionando-se com os temas da “sustentabilidade” e a “identidade visual” em
marcas de moda sustentáveis, contribuindo para a resolução da problemática
identificada.
Sendo, a problemática na área da Moda e da Indústria Têxtil, globalmente, uma vertente
muito abrangida na atualidade, por meio do excesso de consumo, como a fast fashion,
os seus recursos naturais passam a tornar-se pouco sustentáveis, pois, o processo
industrial em si traz consequências graves ao planeta. No fundo, isso requer que as
marcas de moda e os seus consumidores sejam mais conscientes nas suas escolhas.
Um dos objetivos deste relatório prende-se com o compreender do mercado das marcas
em contexto real – na cadeia de retalho e a marca Etikway e, de que modo as marcas
desenvolvem as suas estratégias e a sua identidade visual para comunicar a moda
sustentável nos seus produtos de forma mais eficaz e transparente os seus valores
diferenciadores.
Com a aplicação de uma metodologia mista (não intervencionista e intervencionista), o
enquadramento teórico recorre a bases de dados científicas, relatórios, livros e notícias
relacionados com a temática na componente não intervencionista, e na componente
intervencionista com a observação direta e com de recolha de dados mediante entrevistas
estruturadas aos responsáveis das marcas parceiras portuguesas comercializadas na
Etikway, com intuito de investigar, analisar e discutir as práticas associadas à
sustentabilidade das marcas presentes no local de estágio.
Conclui-se que a execução deste estágio curricular foi de uma experiência e trajeto
enriquecedor, sendo que este foi o primeiro contacto da aluna com a vertente
profissional, do qual possibilitou diversas habilidades e capacidades para um
conhecimento pessoal e profissional.
As marcas presentes no retalho da Etikway, demonstram que a sustentabilidade é o
principal foco e que esta está integrada nas marcas como um requisito ou um encargo e
que consiste juntamente nos seus valores, missão, visão e essência das marcas. Uma das estratégias presentes nas marcas da Etikway é a aposta nas certificações
associadas a valores e características de sustentabilidade, garantindo pelos seus
certificados, principalmente nas matérias-primas utilizadas nos seus produtos.
A importância da comunicação dos valores, missão, visão e características
diferenciadoras das marcas presentes na Etikway é fundamental e necessária ao
consumidor de marcas com características sustentáveis.
This internship report aims to demonstrate the projects carried out and the experience gained by intern Alexandra Leonor Reiter Ferreira at the Etikway company, relating to the themes of "sustainability" and "visual identity" in sustainable fashion brands, contributing to the resolution of the problem identified. Since the problematic area of fashion and the textile industry as a whole is one that is widely covered today, through excessive consumption, such as fast fashion, its natural resources are becoming unsustainable, since the industrial process itself has serious consequences for the planet. Basically, this requires fashion brands and their consumers to be more conscious in their choices. One of the aims of this report is to understand the brand market in a real context - in the retail chain and the Etikway brand - and how brands develop their strategies and visual identity to communicate sustainable fashion in their products in a more effective and transparent way. Using a mixed methodology (non-interventionist and interventionist), the theoretical framework draws on scientific databases, reports, books and news related to the subject in the non-interventionist component, and in the interventionist component with direct observation and data collection through structured interviews with the heads of the Portuguese partner brands sold at Etikway, with the aim of investigating, analyzing and discussing the practices associated with the sustainability of the brands present at the internship site. The conclusion is that this curricular internship was an enriching experience and journey, as it was the student's first contact with the professional side, which enabled her to develop various skills and abilities for personal and professional knowledge. Etikway's retail brands show that sustainability is the main focus and that it is integrated into the brands as a requirement or a burden, and that it consists of their values, mission, vision and brand essence. One of the strategies present in Etikway's brands is the commitment to certifications associated with sustainability values and characteristics, guaranteed by their certificates, especially in the raw materials used in their products. The importance of communicating the values, mission, vision and differentiating characteristics of Etikway's brands is fundamental and necessary for consumers of brands with sustainable characteristics.
This internship report aims to demonstrate the projects carried out and the experience gained by intern Alexandra Leonor Reiter Ferreira at the Etikway company, relating to the themes of "sustainability" and "visual identity" in sustainable fashion brands, contributing to the resolution of the problem identified. Since the problematic area of fashion and the textile industry as a whole is one that is widely covered today, through excessive consumption, such as fast fashion, its natural resources are becoming unsustainable, since the industrial process itself has serious consequences for the planet. Basically, this requires fashion brands and their consumers to be more conscious in their choices. One of the aims of this report is to understand the brand market in a real context - in the retail chain and the Etikway brand - and how brands develop their strategies and visual identity to communicate sustainable fashion in their products in a more effective and transparent way. Using a mixed methodology (non-interventionist and interventionist), the theoretical framework draws on scientific databases, reports, books and news related to the subject in the non-interventionist component, and in the interventionist component with direct observation and data collection through structured interviews with the heads of the Portuguese partner brands sold at Etikway, with the aim of investigating, analyzing and discussing the practices associated with the sustainability of the brands present at the internship site. The conclusion is that this curricular internship was an enriching experience and journey, as it was the student's first contact with the professional side, which enabled her to develop various skills and abilities for personal and professional knowledge. Etikway's retail brands show that sustainability is the main focus and that it is integrated into the brands as a requirement or a burden, and that it consists of their values, mission, vision and brand essence. One of the strategies present in Etikway's brands is the commitment to certifications associated with sustainability values and characteristics, guaranteed by their certificates, especially in the raw materials used in their products. The importance of communicating the values, mission, vision and differentiating characteristics of Etikway's brands is fundamental and necessary for consumers of brands with sustainable characteristics.
Description
Keywords
Certificações Comunicação Visual Eco- Materiais Estágio Marcas de Moda Sustentáveis