Fast Fashion and brand identity

Detalhes bibliográficos
Autor(a) principal: Shimamura, Erica
Data de Publicação: 2013
Outros Autores: Sanches, Maria Celeste de Fátima
Tipo de documento: Artigo
Idioma: por
Título da fonte: Projética Revista Científica de Design
Texto Completo: https://ojs.uel.br/revistas/uel/index.php/projetica/article/view/14269
Resumo: This article was developed with the purpose of understanding the fast fashion phenomenon, the reasonsfor its success and how the sector companies establish brand identity towards its consumers. To achieveour objective, we conducted a literature review and comparative analysis of the parameters that governthis phenomenon and guidelines for building brand identity. As a result, it was shown that the firms inthis sector have potential to join a process of building brand identity, such as the spanish firm Zara, whichhas made communication a key tool in order to establish ties with their customers and develop its brandidentity.
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spelling Fast Fashion and brand identityO Fast Fashion e a identidade de marcaFast fashionBrand identityConsumptionFast fashionIdentidade de marcaConsumo.This article was developed with the purpose of understanding the fast fashion phenomenon, the reasonsfor its success and how the sector companies establish brand identity towards its consumers. To achieveour objective, we conducted a literature review and comparative analysis of the parameters that governthis phenomenon and guidelines for building brand identity. As a result, it was shown that the firms inthis sector have potential to join a process of building brand identity, such as the spanish firm Zara, whichhas made communication a key tool in order to establish ties with their customers and develop its brandidentity.Este artigo foi desenvolvido com o propósito de compreender o fenômeno fast fashion, as razões para o seu sucesso e de que maneira as empresas do setor estabelecem identidade de marca perante seus consumidores. Para alcançar o objetivo proposto, foi realizada uma revisão bibliográfica e a análise comparativa entre os parâmetros que norteiam tal fenômeno, e as diretrizes para a construção de identidade de marca. Como resultado, foi demonstrado que as empresas do segmento apresentam potencial para aderir a um processo de construção de identidade de marca, a exemplo da empresa espanhola Zara, que elegeu a comunicação como ferramenta fundamental para estabelecer vínculo com seus consumidores e compor sua identidade de marca.  Universidade Estadual de Londrina2013-03-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por Paresapplication/pdfhttps://ojs.uel.br/revistas/uel/index.php/projetica/article/view/1426910.5433/2236-2207.2012v3n2p66Projetica; v. 3 n. 2 (2012); 66-762236-2207reponame:Projética Revista Científica de Designinstname:Universidade Estadual de Londrina (UEL)instacron:UELporhttps://ojs.uel.br/revistas/uel/index.php/projetica/article/view/14269/12187Copyright (c) 2012 Projeticainfo:eu-repo/semantics/openAccessShimamura, EricaSanches, Maria Celeste de Fátima2021-12-17T18:31:03Zoai:ojs.pkp.sfu.ca:article/14269Revistahttps://www.uel.br/revistas/uel/index.php/projetica/PUBhttps://www.uel.br/revistas/uel/index.php/projetica/oai||projetica@uel.br2236-22072236-2207opendoar:2021-12-17T18:31:03Projética Revista Científica de Design - Universidade Estadual de Londrina (UEL)false
dc.title.none.fl_str_mv Fast Fashion and brand identity
O Fast Fashion e a identidade de marca
title Fast Fashion and brand identity
spellingShingle Fast Fashion and brand identity
Shimamura, Erica
Fast fashion
Brand identity
Consumption
Fast fashion
Identidade de marca
Consumo.
title_short Fast Fashion and brand identity
title_full Fast Fashion and brand identity
title_fullStr Fast Fashion and brand identity
title_full_unstemmed Fast Fashion and brand identity
title_sort Fast Fashion and brand identity
author Shimamura, Erica
author_facet Shimamura, Erica
Sanches, Maria Celeste de Fátima
author_role author
author2 Sanches, Maria Celeste de Fátima
author2_role author
dc.contributor.author.fl_str_mv Shimamura, Erica
Sanches, Maria Celeste de Fátima
dc.subject.por.fl_str_mv Fast fashion
Brand identity
Consumption
Fast fashion
Identidade de marca
Consumo.
topic Fast fashion
Brand identity
Consumption
Fast fashion
Identidade de marca
Consumo.
description This article was developed with the purpose of understanding the fast fashion phenomenon, the reasonsfor its success and how the sector companies establish brand identity towards its consumers. To achieveour objective, we conducted a literature review and comparative analysis of the parameters that governthis phenomenon and guidelines for building brand identity. As a result, it was shown that the firms inthis sector have potential to join a process of building brand identity, such as the spanish firm Zara, whichhas made communication a key tool in order to establish ties with their customers and develop its brandidentity.
publishDate 2013
dc.date.none.fl_str_mv 2013-03-20
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/projetica/article/view/14269
10.5433/2236-2207.2012v3n2p66
url https://ojs.uel.br/revistas/uel/index.php/projetica/article/view/14269
identifier_str_mv 10.5433/2236-2207.2012v3n2p66
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/projetica/article/view/14269/12187
dc.rights.driver.fl_str_mv Copyright (c) 2012 Projetica
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2012 Projetica
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Estadual de Londrina
publisher.none.fl_str_mv Universidade Estadual de Londrina
dc.source.none.fl_str_mv Projetica; v. 3 n. 2 (2012); 66-76
2236-2207
reponame:Projética Revista Científica de Design
instname:Universidade Estadual de Londrina (UEL)
instacron:UEL
instname_str Universidade Estadual de Londrina (UEL)
instacron_str UEL
institution UEL
reponame_str Projética Revista Científica de Design
collection Projética Revista Científica de Design
repository.name.fl_str_mv Projética Revista Científica de Design - Universidade Estadual de Londrina (UEL)
repository.mail.fl_str_mv ||projetica@uel.br
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