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Abstract(s)
Atualmente existem inĂșmeras marcas no mercado, algumas delas desempenham papeis de
extrema relevĂąncia na sociedade. O desafio para as marcas emergentes Ă© encontrar uma
forma de se destacarem, atravĂ©s da criação estratĂ©gica de elementos grĂĄficos e de tendĂȘncias
que fornecem ferramentas essenciais para a criação de novas identidades. Este projeto
pretende relatar a criação e o desenvolvimento de uma marca de acessórios de moda, em
concreto uma marca de eyewear Portuguesa.
Numa primeira abordagem foi realizada uma revisĂŁo literĂĄria que engloba as temĂĄticas da
Moda, do Eyewear, das TendĂȘncias Socioculturais e do Branding. De seguida, foi realizada
uma triangulação composta pelos seguintes métodos: anålise visual; anålise do ADN e a
anĂĄlise de tendĂȘncias. A anĂĄlise efetuada permitiu mapear a estrutura identitĂĄria de marcas
de eyewear em Portugal. Através da anålise visual das marcas (independentes) foi
encontrada uma coerĂȘncia na identidade visual, no target e nas suas aplicaçÔes,
nomeadamente nos materiais. Em relação à anålise do ADN, foram destacadas nas marcas
portuguesas de eyewear a ecologia, a cultura, a modernidade, a qualidade, a
intemporalidade, a sustentabilidade e o fabrico handmade. Por Ășltimo, foi desenvolvida a
anĂĄlise de tendĂȘncias, onde foi possĂvel destacar, a microtendĂȘncia âNostalgiaâ e a
macrotendĂȘncia âThe Full Gaze Of Sustainabilityâ.
Aliado a isto, pode entender-se as tendĂȘncias socioculturais que emergem neste contexto
explicam as mentalidades latentes no meio onde estas marcas habitam. Tal processo
contribuiu no desenvolvimento do projeto de eyewear intitulado: âBlondie Linesâ. Os
resultados da anålise permitiram criar esta marca que combina a herança familiar, com a
arte e a sustentabilidade.
There are currently numerous brands on the market, some of them playing an important role in society. The challenge for emerging brands is to find a way to stand out through the strategic creation of graphics and trends that provide essential tools for creating new identities. This dissertation aims to report creating and developing a fashion accessories brand, specifically a Portuguese eyewear brand. In a first approach, a literary review encompasses the themes of Fashion, Eyewear, Sociocultural Trends, and Branding. Then, a triangulation consisting of the following methods visual analysis, DNA analysis, and trend analysis. The research carried out allowed mapping the identity structure of eyewear brands in Portugal. The optical study of the (independent) brands found coherence in the visual identity, the target, and applications, namely in the materials. Regarding DNA analysis, it highlighted ecology, culture, modernity, quality, timelessness, sustainability, and handmade manufacturing in Portuguese eyewear brands. Finally, developed a trend analysis, where it was possible to highlight the microtrend âNostalgiaâ and the macro trend âThe Full Gaze Of Sustainability. Allied to this, we can understand the sociocultural trends that emerge in this context explain the latent mentalities in the environment where these brands inhabit. This process contributed to the development of the eyewear project entitled: âBlondie Linesâ. The results of the analysis allowed the creation of this brand that combines family heritage, art and sustainability.
There are currently numerous brands on the market, some of them playing an important role in society. The challenge for emerging brands is to find a way to stand out through the strategic creation of graphics and trends that provide essential tools for creating new identities. This dissertation aims to report creating and developing a fashion accessories brand, specifically a Portuguese eyewear brand. In a first approach, a literary review encompasses the themes of Fashion, Eyewear, Sociocultural Trends, and Branding. Then, a triangulation consisting of the following methods visual analysis, DNA analysis, and trend analysis. The research carried out allowed mapping the identity structure of eyewear brands in Portugal. The optical study of the (independent) brands found coherence in the visual identity, the target, and applications, namely in the materials. Regarding DNA analysis, it highlighted ecology, culture, modernity, quality, timelessness, sustainability, and handmade manufacturing in Portuguese eyewear brands. Finally, developed a trend analysis, where it was possible to highlight the microtrend âNostalgiaâ and the macro trend âThe Full Gaze Of Sustainability. Allied to this, we can understand the sociocultural trends that emerge in this context explain the latent mentalities in the environment where these brands inhabit. This process contributed to the development of the eyewear project entitled: âBlondie Linesâ. The results of the analysis allowed the creation of this brand that combines family heritage, art and sustainability.
Description
Keywords
Branding Eyewear Moda Projeto de Moda TendĂȘncias