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Authors
Advisor(s)
Abstract(s)
Com a presente dissertação, pretendeu-se compreender se o plágio no Fast Fashion consiste
num fenómeno com sentido ou consentido? Esta questão surge na necessidade de
compreender a real natureza do fenómeno. O Fast Fashion consiste numa prática legalizada
da venda de artigos não genuínos. No entanto o Fast Fashion encontra-se também a
responder às exigências de um público cada vez mais atento às novidades do mundo da
moda, conseguindo oferecer-lhes as últimas tendências ditadas pelas marcas de luxo, a um
preço reduzido e a um mais ritmo acelerado (Loangkote, 2011). Assim surge a problemática
relativamente à indústria do Fast Fashion e do fenómeno dos artigos não genuínos, uma
vez que estas marcas ao apresentarem artigos semelhantes às marcas de autor, tentam
capitalizar as tendências. Com isto, as marcas de luxo deparam-se com um grande problema
uma vez que são forçadas a competir com cópias dos seus próprios artigos, cópias essas que
são produzidas em massa, sem atenção à qualidade e a um preço reduzido, quebrando assim
os princípios que regem as marcas de luxo entre os quais a “exclusividade”. Para a realização
deste estudo optou-se por um método de investigação quantitativo, o qual através da
realização de um inquérito online, permitiu aprofundar o fenómeno estudado ao aliar a
experiência ao conhecimento adquirido ao longo da revisão de literatura. Neste estudo foi
concluído que apesar de uma prática consentida de venda de artigos não genuínos o Fast
Fashion enquanto Copycat Brand também consiste prática com sentido uma vez que
promove o desenvolvimento do mundo da moda, satisfazendo um público cada vez mais
exigente.
With this dissertation, we intended to understand if plagiarism in Fast Fashion is a phenomenon with meaning or consent? This question arises from the need to understand the real nature of the phenomenon. Fast Fashion is a legal practice of selling non-genuine items. However, Fast Fashion is also responding to the demands of an audience that is increasingly aware of the latest in the world of fashion, managing to offer them the latest trends dictated by luxury brands, at a reduced price and at a faster pace. (Loangkote, 2011). Thus, the problem arises in relation to the Fast Fashion industry and the phenomenon of non-genuine items, since these brands, by presenting articles similar to the author's brands, try to capitalize on the trends. With this, luxury brands face a big problem as they are forced to compete with copies of their own items, copies which are mass produced, without attention to quality and at a reduced price, thus breaking the principles that govern luxury brands, including “exclusivity”. To carry out this study, we opted for a quantitative research method, which, through an online survey, allowed us to deepen the phenomenon studied by combining the experience with the knowledge acquired during the literature review. In this study it was concluded that, despite a consented practice of selling non-genuine items, Fast Fashion while Copycat Brand is also a meaningful practice since it promotes the development of the fashion world, satisfying an increasingly demanding public.
With this dissertation, we intended to understand if plagiarism in Fast Fashion is a phenomenon with meaning or consent? This question arises from the need to understand the real nature of the phenomenon. Fast Fashion is a legal practice of selling non-genuine items. However, Fast Fashion is also responding to the demands of an audience that is increasingly aware of the latest in the world of fashion, managing to offer them the latest trends dictated by luxury brands, at a reduced price and at a faster pace. (Loangkote, 2011). Thus, the problem arises in relation to the Fast Fashion industry and the phenomenon of non-genuine items, since these brands, by presenting articles similar to the author's brands, try to capitalize on the trends. With this, luxury brands face a big problem as they are forced to compete with copies of their own items, copies which are mass produced, without attention to quality and at a reduced price, thus breaking the principles that govern luxury brands, including “exclusivity”. To carry out this study, we opted for a quantitative research method, which, through an online survey, allowed us to deepen the phenomenon studied by combining the experience with the knowledge acquired during the literature review. In this study it was concluded that, despite a consented practice of selling non-genuine items, Fast Fashion while Copycat Brand is also a meaningful practice since it promotes the development of the fashion world, satisfying an increasingly demanding public.
Description
Keywords
Artigos Não Genuínos Copycat Brands Fast Fashion Luxo