Fashion design strategic management influence in the success of the brand FARM

• Main Author: Oliva, Gabriela Costa
• Publication Date: 2020
• Other Authors: Rech, Sandra Regina, Silveira, Icléia
• Format: Article
• Language: por
• Source: Projética Revista Científica de Design
• Download full: https://ojs.uel.br/revistas/uel/index.php/projetica/article/view/32232
• topic: Brand Management; Fashion Design; Consumption; Lifestyle; Creative Direction; Gestão de Marca; Design de Moda; Consumo; Lifestyle; Direção Criativa

This paper aims to present the aspects of fashion design strategic management that contributed to the success of the women's fashion brand FARM. It involves an approach on brand positioning and identity in product design, focusing on the creative process and the creative direction in organizing concepts and strategies for designing fashion products. Qualitative and descriptive research methods were used to reach the objectives, through a case study. For the data collection, a bibliographic review was carried out, as well as an interview supported by a semi-structured questionnaire. Data were analyzed through the inductive method, by comparing the theoretical basis presented and the data obtained. It was observed how the valorization of the brand management along the creative process influences their final product collection and, therefore, the company marketing success.