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Authors
Advisor(s)
Abstract(s)
O projeto aqui apresentado visa sublinhar o valor semântico do produto de moda, através a
criação duma marca de moda feminina de segmento premium e slow fashion, baseada nos
conceitos de integração cultural, sociologia e Genius Loci. A inspiração do projeto está na
análise sociológica da sociedade contemporânea de Zygmunt Bauman.
Inicialmente, foi conduzida uma pesquisa, baseada no conceito de cross fertilization. Neste
contesto foi feita uma revisão da bibliografia sobre temáticas e autores que estudaram os
conceitos relacionados ao projeto, ou seja a sociologia, a historia da moda, o estudo de
tendencias, o branding, o marketing, o emocional design. Estão também analisados casos de
estudos de marcas que tem uma bordagem cultural ao desenvolvimento das coleções e que
tem uma narrativa baseada no envolvimento emocional do consumidor.
Na segunda fase foi utilizada uma metodologia intervencionista, na qual vem criado o
projeto. Neste contesto é desenvolvida a marca em questão, e posteriormente é desenvolvida
a coleção Outono/Inverno 2020, baseados na primaria cultura tomada em consideração, ou
seja a cultura Portuguesa.
The project presented here aims to underline the semantic value of the fashion product through the creation of a women's fashion brand of premium and slow fashion, based on the concepts of cultural integration, sociology and Genius Loci. The inspiration of the project lies in the sociological analysis of the contemporary society of Zygmunt Bauman. Initially, research was conducted, based on the concept of cross-fertilization. In this contest a review of the bibliography on the themes and on the authors that studied the concepts related to the project was made, that is the sociology, the history of fashion, the study of trends, the branding, the marketing, the emotional design. Here are also analyzed cases of trademark studies that have a cultural edge to the development of collections and that have also a narrative based on the emotional involvement of the consumer. In the second phase, an interventionist methodology was used, in which the project was created. In this contest, the brand in question is developed, and later the Autumn / Winter 2020 collection is developed, based on the primary culture taken into account, wich is, the Portuguese culture.
The project presented here aims to underline the semantic value of the fashion product through the creation of a women's fashion brand of premium and slow fashion, based on the concepts of cultural integration, sociology and Genius Loci. The inspiration of the project lies in the sociological analysis of the contemporary society of Zygmunt Bauman. Initially, research was conducted, based on the concept of cross-fertilization. In this contest a review of the bibliography on the themes and on the authors that studied the concepts related to the project was made, that is the sociology, the history of fashion, the study of trends, the branding, the marketing, the emotional design. Here are also analyzed cases of trademark studies that have a cultural edge to the development of collections and that have also a narrative based on the emotional involvement of the consumer. In the second phase, an interventionist methodology was used, in which the project was created. In this contest, the brand in question is developed, and later the Autumn / Winter 2020 collection is developed, based on the primary culture taken into account, wich is, the Portuguese culture.
Description
Keywords
Arte Branding Cultura Identidade Marca Moda Sociologia