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Advisor(s)
Abstract(s)
A moda e o feminino sempre se completaram. A indústria da moda acompanhou o desenvolvimento da mulher desde que ela ingressou no mercado de trabalho. O fim da crinolina, a primeira calça de Chanel, o smoking de Saint Laurent, a minissaia de Quant até mais recentemente, a t-shirt com a frase da ativista Chimamanda Adichie, “We Should All Be Feminists”, na Dior, fizeram do vestuário um aliado da evolução feminina ao longo dos séculos.
Baseado por esta relação, o presente trabalho tem como objetivo discutir a influência dos movimentos feministas no desenvolvimento da estratégia de branding de uma marca de moda, apresentando o feminismo enquanto movimento político social e o brand equity como firmador da relação pós compra.
O referencial teórico aborda o branding e algumas das suas ramificações; explora a moda conceitual e cronologicamente; expõe o feminismo ideologicamente, apresentando os movimentos de cunho feministas, com ênfase aos mais atuais “Me Too” e “Time´s Up”, associando estes fenómenos com a moda.
O estudo foi constituido através de uma metodologia mista, onde foram utilizados questionários com questões fechadas e abertas, na intenção de obter dados quantitativos, mas também qualitativos, analisando dessa forma, a compreensão do consumidor e da marca de moda, ambos enquanto agentes sociais.
O trabalho torna-se relevante na medida em que versa sobre um movimento ideológico político e cultural que ressurgiu com maior abrangência. E por outro lado, guia-se à luz do branding na compreensão do relacionamento de fidelização que a marca constrói com seus clientes.
Fashion and feminity have always completed each other. The fashion industry has followed the woman since she entered the job market. The end of the hoop skirt, the first Chanel pant, Saint Laurent's tuxedo, Quant's miniskirt, until more recently, a T-shirt with the slogan of activist Chimamanda Adichie, "We Should All Be Feminists," for Dior, turning to apparel as an ally of the feminine evolution. Based on this relationship, the objective of this study is to discuss the influence of feminist movements in the development and branding strategies of a fashion brand, presenting this social movement and brand value as the signatory of the post-purchase relationship. The theoretical framework deals with branding and some of its ramifications; explores fashion conceptually and chronologically; presents feminism ideologically, exposing women's movements, with an emphasis on the more recent Me Too and Time’s Up, perceiving a correlation between these and the fashion industry. The study was developed through a mixed methodology, where questionnaires had open and closed questions, in order to obtain quantitative and qualitative data, thus analyzing both consumer understanding and fashion brands as social agents. This study becomes relevant insofar as it deals with the political and cultural ideological movement that emerges more broadly, in addition to guiding the light in the dissemination of the loyalty relationship that a brand builds with its clients.
Fashion and feminity have always completed each other. The fashion industry has followed the woman since she entered the job market. The end of the hoop skirt, the first Chanel pant, Saint Laurent's tuxedo, Quant's miniskirt, until more recently, a T-shirt with the slogan of activist Chimamanda Adichie, "We Should All Be Feminists," for Dior, turning to apparel as an ally of the feminine evolution. Based on this relationship, the objective of this study is to discuss the influence of feminist movements in the development and branding strategies of a fashion brand, presenting this social movement and brand value as the signatory of the post-purchase relationship. The theoretical framework deals with branding and some of its ramifications; explores fashion conceptually and chronologically; presents feminism ideologically, exposing women's movements, with an emphasis on the more recent Me Too and Time’s Up, perceiving a correlation between these and the fashion industry. The study was developed through a mixed methodology, where questionnaires had open and closed questions, in order to obtain quantitative and qualitative data, thus analyzing both consumer understanding and fashion brands as social agents. This study becomes relevant insofar as it deals with the political and cultural ideological movement that emerges more broadly, in addition to guiding the light in the dissemination of the loyalty relationship that a brand builds with its clients.
Description
Keywords
Branding Consumo de Moda Feminismo Imagem da Mulher Moda Movimentos Feministas