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Advisor(s)
Abstract(s)
Ao focar a atenção para o fenómeno da moda, percebe-se que esta é um espelho da sociedade. O
modo de vestir varia consoante a sociedade e a cultura do momento em que se vive e, por isso,
vários subgrupos tiveram um grande impacto e influenciaram a forma como nos vestimos na
atualidade - movimentos antimoda.
Assim, surge o tema da moda de rua, que tem vindo a ganhar uma maior visibilidade no universo
da moda, nas grandes marcas de luxo de moda e inclusive tem vindo a chegar às passerelles.
Desta forma, o presente estudo consiste na abordagem da moda do streetwear, na sua relação com
as marcas e de que maneira é que este estilo influencia a sociedade e os comportamentos dos
indivíduos.
O interesse neste tema surge na procura de respostas e na sua posterior consolidação, com a
finalidade de se proceder à criação de uma marca de raiz direcionada para o mercado do
streetwear.
Para o efeito da mesma, foi realizado um estudo aprofundado através de uma revisão bibliográfica
de autores que fundamentam os conceitos de moda, streetwear, branding e linguagem visual. É na
fundamentação bibliográfica que se procura consolidar tais conhecimentos para um maior
facilitismo no processo de criação da marca.
Para além da revisão bibliográfica foram ainda estudados alguns casos de marcas de streetwear, de
forma a perceber a importância do branding como um fator essencial na gestão de marcas na
atualidade.
A finalidade deste trabalho qualitativo exploratório é a implementação de uma marca portuguesa
no mundo do streetwear e torná-la reconhecida nacional e internacionalmente.
Entre as principais conclusões do trabalho, destacam-se a inter-relação do branding com o design
de moda, a importância da relação da moda do streetwear e do branding com o consumidor e a
importância da utilização correta de um processo criativo para uma marca prosperar no mercado
de negócios.
By focusing attention on the fashion phenomenon, it is clear that this is a mirror of society. The way of dressing varies according to the society and culture in which you live and, therefore, several subgroups had a great vestige and influenced the way they impact us today - anti-fashion movements. Thus, the theme of street fashion arises, which has gained greater visibility in the fashion industry, in major luxury fashion brands and has even been reaching the catwalks. In this way, the present study consists in the approach to streetwear fashion, its relationship with brands and how it influences individuals, society and the behavior of individuals. The interest in this topic comes from the search for answers and its subsequent consolidation, with the aim of creating a brand from scratch pointing at the streetwear market. For the purpose of it, an in-depth study was carried out through a bibliographic review of authors who base the concepts of fashion, streetwear, branding and visual language. It is on the bibliographic basis that we seek to consolidate such knowledge in the brand creation process. In addition to the bibliographic review, some cases of streetwear brands were studied, in order to understand the importance of branding as an essential factor in brand management today. The purpose of this exploratory qualitative work is an implementation of a Portuguese brand in the world and gaining nationally and internationally recognization. Among the main conclusions of the work, the interrelationship between branding and fashion design, the importance of the relationship between streetwear fashion and branding with the consumer and the importance of the correct use of a creative process are the main focus points for a brand to thrive in the business market.
By focusing attention on the fashion phenomenon, it is clear that this is a mirror of society. The way of dressing varies according to the society and culture in which you live and, therefore, several subgroups had a great vestige and influenced the way they impact us today - anti-fashion movements. Thus, the theme of street fashion arises, which has gained greater visibility in the fashion industry, in major luxury fashion brands and has even been reaching the catwalks. In this way, the present study consists in the approach to streetwear fashion, its relationship with brands and how it influences individuals, society and the behavior of individuals. The interest in this topic comes from the search for answers and its subsequent consolidation, with the aim of creating a brand from scratch pointing at the streetwear market. For the purpose of it, an in-depth study was carried out through a bibliographic review of authors who base the concepts of fashion, streetwear, branding and visual language. It is on the bibliographic basis that we seek to consolidate such knowledge in the brand creation process. In addition to the bibliographic review, some cases of streetwear brands were studied, in order to understand the importance of branding as an essential factor in brand management today. The purpose of this exploratory qualitative work is an implementation of a Portuguese brand in the world and gaining nationally and internationally recognization. Among the main conclusions of the work, the interrelationship between branding and fashion design, the importance of the relationship between streetwear fashion and branding with the consumer and the importance of the correct use of a creative process are the main focus points for a brand to thrive in the business market.
Description
Keywords
Branding Linguagem Visual Moda Streetwear