Trend Research and Fashion Branding in the Modern Hyper-Consumption Society

Detalhes bibliográficos
Autor(a) principal: Ceccato, Patricia
Data de Publicação: 2018
Outros Autores: Ribas Gomez, Luiz Salomão
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: ModaPalavra e-periódico
Texto Completo: https://www.revistas.udesc.br/index.php/modapalavra/article/view/11252
Resumo: Modern society is characterized by the generalization of fashion, which is the appreciation of the new. Fashion brands, therefore, are those whose products renew cyclically, constantly changing. In what sense these changes tend to occur is what trends researches, carried out professionally by style ‘bureaux’, try to predict. Contemporary society is also marked by hyperconsumption, in which individuals acquire much more than the functionality of products: they seek to experience sensations, feelings, share values, lifestyles, and personalities. In this sense, brands attribute much more than a signature to the products, but their management, or branding, aims to associate to their names a series of intangible attributes with which a group of consumers identifies. The purpose of this study, in this scenario, is to describe and analyze the relationships between fashion, hyperconsumption, branding, and trends research in modern society.
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spelling Trend Research and Fashion Branding in the Modern Hyper-Consumption SocietyA Pesquisa de Tendências e a Gestão de Marcas de Moda na Sociedade de Hiperconsumo ModernaModabrandingsociedade modernatendênciasModern society is characterized by the generalization of fashion, which is the appreciation of the new. Fashion brands, therefore, are those whose products renew cyclically, constantly changing. In what sense these changes tend to occur is what trends researches, carried out professionally by style ‘bureaux’, try to predict. Contemporary society is also marked by hyperconsumption, in which individuals acquire much more than the functionality of products: they seek to experience sensations, feelings, share values, lifestyles, and personalities. In this sense, brands attribute much more than a signature to the products, but their management, or branding, aims to associate to their names a series of intangible attributes with which a group of consumers identifies. The purpose of this study, in this scenario, is to describe and analyze the relationships between fashion, hyperconsumption, branding, and trends research in modern society.A sociedade moderna caracteriza-se pela generalização da moda, que é a valorização do novo. Marcas de moda, portanto, são aquelas cujos produtos renovam-se ciclicamente, apresentando modificações constantemente. Em que sentido essas mudanças tendem a ocorrer é o que buscam prever as pesquisas de tendências, realizadas de maneira profissional pelos bureaux de estilo. A sociedade contemporânea é marcada também pelo hiperconsumo, em que os indivíduos adquirem muito mais que a funcionalidade dos produtos: eles buscam experenciar sensações, sentimentos, compartilhar valores, estilos de vida e personalidades. Nesse sentido, as marcas atribuem muito mais que uma assinatura aos produtos, mas sua gestão, ou branding, visa associar a seus nomes uma série de atributos intangíveis com os quais se identifique um grupo de consumidores. O objetivo deste estudo, nesse cenário, é descrever e analisar as relações entre a moda, o hiperconsumo, a gestão de marcas e a pesquisa de tendências na sociedade moderna. Universidade do Estado de Santa Catarina2018-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/1125210.5965/1982615x11222018175ModaPalavra e-periódico; Vol. 11 No. 22 (2018): Dossier Trend Studies and Fashion Brand; 175-239ModaPalavra e-periódico; Vol. 11 Núm. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 175-239 Modapalavra e-periódico; v. 11 n. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 175-2391982-615X10.5965/1982615x11222018reponame:ModaPalavra e-periódicoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporenghttps://www.revistas.udesc.br/index.php/modapalavra/article/view/11252/8383https://www.revistas.udesc.br/index.php/modapalavra/article/view/11252/8384Copyright (c) 2018 Patricia Ceccato, Luiz Salomão Ribas Gomezinfo:eu-repo/semantics/openAccessCeccato, PatriciaRibas Gomez, Luiz Salomão2019-12-18T22:48:09Zoai:ojs.revistas.udesc.br:article/11252Revistahttps://www.revistas.udesc.br/index.php/modapalavraPUBhttps://www.revistas.udesc.br/index.php/modapalavra/oai||modapalavra@gmail.com1982-615X1982-615Xopendoar:2019-12-18T22:48:09ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv Trend Research and Fashion Branding in the Modern Hyper-Consumption Society
A Pesquisa de Tendências e a Gestão de Marcas de Moda na Sociedade de Hiperconsumo Moderna
title Trend Research and Fashion Branding in the Modern Hyper-Consumption Society
spellingShingle Trend Research and Fashion Branding in the Modern Hyper-Consumption Society
Ceccato, Patricia
Moda
branding
sociedade moderna
tendências
title_short Trend Research and Fashion Branding in the Modern Hyper-Consumption Society
title_full Trend Research and Fashion Branding in the Modern Hyper-Consumption Society
title_fullStr Trend Research and Fashion Branding in the Modern Hyper-Consumption Society
title_full_unstemmed Trend Research and Fashion Branding in the Modern Hyper-Consumption Society
title_sort Trend Research and Fashion Branding in the Modern Hyper-Consumption Society
author Ceccato, Patricia
author_facet Ceccato, Patricia
Ribas Gomez, Luiz Salomão
author_role author
author2 Ribas Gomez, Luiz Salomão
author2_role author
dc.contributor.author.fl_str_mv Ceccato, Patricia
Ribas Gomez, Luiz Salomão
dc.subject.por.fl_str_mv Moda
branding
sociedade moderna
tendências
topic Moda
branding
sociedade moderna
tendências
description Modern society is characterized by the generalization of fashion, which is the appreciation of the new. Fashion brands, therefore, are those whose products renew cyclically, constantly changing. In what sense these changes tend to occur is what trends researches, carried out professionally by style ‘bureaux’, try to predict. Contemporary society is also marked by hyperconsumption, in which individuals acquire much more than the functionality of products: they seek to experience sensations, feelings, share values, lifestyles, and personalities. In this sense, brands attribute much more than a signature to the products, but their management, or branding, aims to associate to their names a series of intangible attributes with which a group of consumers identifies. The purpose of this study, in this scenario, is to describe and analyze the relationships between fashion, hyperconsumption, branding, and trends research in modern society.
publishDate 2018
dc.date.none.fl_str_mv 2018-07-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/11252
10.5965/1982615x11222018175
url https://www.revistas.udesc.br/index.php/modapalavra/article/view/11252
identifier_str_mv 10.5965/1982615x11222018175
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/11252/8383
https://www.revistas.udesc.br/index.php/modapalavra/article/view/11252/8384
dc.rights.driver.fl_str_mv Copyright (c) 2018 Patricia Ceccato, Luiz Salomão Ribas Gomez
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 Patricia Ceccato, Luiz Salomão Ribas Gomez
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
dc.source.none.fl_str_mv ModaPalavra e-periódico; Vol. 11 No. 22 (2018): Dossier Trend Studies and Fashion Brand; 175-239
ModaPalavra e-periódico; Vol. 11 Núm. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 175-239
Modapalavra e-periódico; v. 11 n. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 175-239
1982-615X
10.5965/1982615x11222018
reponame:ModaPalavra e-periódico
instname:Universidade do Estado de Santa Catarina (UDESC)
instacron:UDESC
instname_str Universidade do Estado de Santa Catarina (UDESC)
instacron_str UDESC
institution UDESC
reponame_str ModaPalavra e-periódico
collection ModaPalavra e-periódico
repository.name.fl_str_mv ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)
repository.mail.fl_str_mv ||modapalavra@gmail.com
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