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Abstract(s)
Atualmente, a atividade humana e a exploração intensa dos recursos naturais, leva cada vez
mais a uma preocupação relacionada com práticas e metodologias sustentáveis, aplicadas ao
meio ambiente e ao nosso quotidiano. Grandes marcas como Gucci, Versace, entre outras,
estão a deixar de usar peles naturais para passarem a inserir-se no movimento sustentável. A
sustentabilidade é indispensável para satisfazer as necessidades da presente geração e das
seguintes.
Por este motivo, a presente dissertação insere-se nesta temática. A pertinência do estudo da
relação do branding de moda e a sustentabilidade face aos desafios atuais da indústria têxtil,
as novas maneiras de entender o design, a produção e o consumo de moda é fulcral para
realçar a importância das diversas opções de materiais, integração de técnicas e métodos
sustentáveis na gestão de empresas.
Esta dissertação tem como intuito entender quais os critérios para o desenvolvimento de um
modelo conceptual para a criação de uma marca de moda sustentável vegan, baseando-se
numa pesquisa mista. Ou seja, uma pesquisa interventiva e não-interventiva. Nãointerventiva no sentido que ocorre a criação das questões de investigação, revisão
bibliográfica, casos de estudo e a triangulação dos dados e conhecimento adquirido.
Interventiva na materialização dos resultados da pesquisa com aplicação prática, ou seja, o
conhecimento teórico é aplicado e concretizado numa prova de conceito.
Através dessa prova cria-se um modelo conceptual para a criação de uma marca de moda de
pele sustentável vegan, que é o culminar da investigação. Este modelo pode, e deve, ser
aplicado tanto em novas empresas, como em empresas que tenham interesse na aplicação de
metodologias sustentáveis.
Nowadays, human activity and the intense exploitation of natural resources increasingly lead to a concern with sustainable practices and methodologies, applied to the environment and our daily lives. Big brands like Gucci, Versace, among others, are moving from using natural skins to ironing for sustainable movement. Sustainability is indispensable for requirements such as the needs of the present generation and the following. For this reason, the present dissertation is included in this theme. The relevance of the study of the relationship of fashion branding and the sustainability in the face of the current challenges of the textile industry, as new ways of understanding fashion design, production, and consumption of fashion is central to highlight the importance of various material options, integration of sustainable techniques and methods in business management. This dissertation has as understanding the requirements for the development of a conceptual model for the creation of a sustainable vegan fashion brand, based on mixed research. In other words, interventional and non-interventional research. Non-interventional in the sense that the creation of research questions, literature review, case studies and the triangulation of data and acquired knowledge occurs. Interventive in the materialization of research results with practical application, the theoretical knowledge acquired will be applied and materialized in a proof of concept. This proof creates a conceptual model for creating a sustainable vegan skin fashion brand, which is the culmination of the research. This model can and should be applied to both startups and companies interested in applying sustainable methodologies.
Nowadays, human activity and the intense exploitation of natural resources increasingly lead to a concern with sustainable practices and methodologies, applied to the environment and our daily lives. Big brands like Gucci, Versace, among others, are moving from using natural skins to ironing for sustainable movement. Sustainability is indispensable for requirements such as the needs of the present generation and the following. For this reason, the present dissertation is included in this theme. The relevance of the study of the relationship of fashion branding and the sustainability in the face of the current challenges of the textile industry, as new ways of understanding fashion design, production, and consumption of fashion is central to highlight the importance of various material options, integration of sustainable techniques and methods in business management. This dissertation has as understanding the requirements for the development of a conceptual model for the creation of a sustainable vegan fashion brand, based on mixed research. In other words, interventional and non-interventional research. Non-interventional in the sense that the creation of research questions, literature review, case studies and the triangulation of data and acquired knowledge occurs. Interventive in the materialization of research results with practical application, the theoretical knowledge acquired will be applied and materialized in a proof of concept. This proof creates a conceptual model for creating a sustainable vegan skin fashion brand, which is the culmination of the research. This model can and should be applied to both startups and companies interested in applying sustainable methodologies.
Description
Keywords
Branding Design de Moda Sustentabilidade Vegan