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Aurora: Projeto Exploratório de uma Marca de Moda Adaptada às Reais Necessidades do Público Plus Size
| Name: | Description: | Size: | Format: | |
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| 42.51 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Cada vez mais surge a necessidade do mercado de moda se adaptar aos diferentes tipos
de corpos, para que todos os indivíduos se possam expressar através do vestuário,
marcando a sua individualidade. Com o crescimento do mercado plus size, é
indispensável que as marcas respondam de forma eficaz os desejos e demandas deste
público.
Este projeto exploratório tem como objetivo a criação de uma marca de moda plus size.
De forma a melhor responder às falhas deste mercado e desenvolver um projeto que
satisfaça este consumidor, serão abordados tópicos que nos permitam entender o
consumidor da marca e a sociedade em que se insere. Este irá analisar um setor
específico da indústria da Moda- a moda plus size. O projeto iniciará com uma revisão
de bibliografia, para que seja possível entender eficazmente como está construída,
como funciona (e porquê) a moda de tamanhos grandes, analisando, inicialmente quais
as perceções sobre o corpo feminino ao longo da história e como a sociedade lida com a
obesidade e corpos com excesso de peso. Ao entender como é que o mundo perceciona
o corpo plus size será possível perceber o porquê da indústria existir como existe, pouco
preparada para os corpos gordos. Posteriormente será feita uma análise a marcas de
moda como tamanhos como um 46, 48, 50. Apenas identificando as imperfeições do
mercado existente será possível criar um projeto que represente uma evolução. Através
de questionários e entrevistas, foi viável identificar diversos problemas que as marcas
não abordaram até agora, como a representatividade de modelos, modelagem correta
anatomicamente e diversidade de estilos. Com base nos estudos realizados, foi
elaborada a construção de um projeto de uma marca de moda plus size, denominada
Aurora. A Aurora nasce para que este público se sinta, finalmente, ouvido, e tem como
missão trazer ao mercado português uma marca ética, exclusiva para tamanhos plus
size e que representa, de forma eficaz, o consumidor plus size. Esta pretende fornecer
não só um produto de qualidade com uma modelagem adequada e com valor estético,
como permite abranger outras necessidade essenciais para uma boa experiência de
consumo, como uma comunicação eficaz e que represente variados corpos gordos e
ainda lojas físicas.
Como resultado, através de entrevistas, o consumidor respondeu positivamente ao
projeto de marca criado, demonstrando que o estudo foi bem sucedido: o consumidor
identificou-se com a marca, e sentiu-se finalmente ouvido e respeitado, obtendo ainda
o estilo e o conforto aliados.
There is an increasing need for the fashion market to adapt to different body types, so that all individuals can express themselves through clothing, marking their individuality. With the growth of the plus size market, it is necessary for brands to respond effectively to the desires and demands of this audience. This exploratory project aims to create a plus size fashion brand. To better address the flaws in this market and develop a project that satisfies this consumer, topics will be addressed that will allow us to understand the brand's consumer and the society in which they operate. This will analyze a specific sector of the Fashion industry - plus size fashion. The project will begin with a bibliographical view, so that it is possible to effectively understand how plus size fashion is constructed, how it works (and why), initially analyzing the perceptions about the female body throughout history and how society deals with obesity and overweight bodies. By understanding how the world perceives plus size bodies, it will be possible to understand why the industry exists as it does, unprepared for fat bodies. Subsequently, an analysis will be made of fashion brands with sizes such as 46, 48, 50. Only by identifying the imperfections of the existing market will it be possible to create a project that represents an evolution. Through questionnaires and interviews, it was possible to identify several problems that brands have not addressed to date, such as model representation, anatomically correct modeling and diversity of styles. Based on the studies carried out, the construction of a plus size fashion brand, demonized Aurora, was created. Aurora was created to make this audience feel heard, and its mission is to bring to the Portuguese market an ethical brand, exclusively selling plus size sizes and that effectively represents the plus size consumer. It is pertinent to provide not only a quality product, with adequate modeling and aesthetic value, but also to cover other needs for a good consumer experience such as effective communication that represents various fat bodies and also physical stores. As a result, through interviews, the consumer responded positively to the brand created, demonstrating that the study was successful, where the consumer agreed with the brand, and they finally felt heard and respected, getting style and comfort combined.
There is an increasing need for the fashion market to adapt to different body types, so that all individuals can express themselves through clothing, marking their individuality. With the growth of the plus size market, it is necessary for brands to respond effectively to the desires and demands of this audience. This exploratory project aims to create a plus size fashion brand. To better address the flaws in this market and develop a project that satisfies this consumer, topics will be addressed that will allow us to understand the brand's consumer and the society in which they operate. This will analyze a specific sector of the Fashion industry - plus size fashion. The project will begin with a bibliographical view, so that it is possible to effectively understand how plus size fashion is constructed, how it works (and why), initially analyzing the perceptions about the female body throughout history and how society deals with obesity and overweight bodies. By understanding how the world perceives plus size bodies, it will be possible to understand why the industry exists as it does, unprepared for fat bodies. Subsequently, an analysis will be made of fashion brands with sizes such as 46, 48, 50. Only by identifying the imperfections of the existing market will it be possible to create a project that represents an evolution. Through questionnaires and interviews, it was possible to identify several problems that brands have not addressed to date, such as model representation, anatomically correct modeling and diversity of styles. Based on the studies carried out, the construction of a plus size fashion brand, demonized Aurora, was created. Aurora was created to make this audience feel heard, and its mission is to bring to the Portuguese market an ethical brand, exclusively selling plus size sizes and that effectively represents the plus size consumer. It is pertinent to provide not only a quality product, with adequate modeling and aesthetic value, but also to cover other needs for a good consumer experience such as effective communication that represents various fat bodies and also physical stores. As a result, through interviews, the consumer responded positively to the brand created, demonstrating that the study was successful, where the consumer agreed with the brand, and they finally felt heard and respected, getting style and comfort combined.
Description
Keywords
Consumidor Plus Size Criação de Uma Marca História do Corpo Feminino Moda Plus Size Tamanhos Grandes