Marisa Stores: the promise of low prices in shop windows at avenida Paulista
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista dObra[s] |
Texto Completo: | https://dobras.emnuvens.com.br/dobras/article/view/1373 |
Resumo: | This research aims to understand the following problem: how Marisa stores, which have dressed the working class since its creation, rebuilt itself, giving the brand a new meaning as a point of sale for fashion, while an addresser donor of competences, Marisa brings fashion for those who learn fashion as a value to be cultivated. The goal of this research is to analyze how being among global enterprises on avenida Paulista, while being a local one, to present its new concept of retail chain and its consumers. For that purpose, we examined the windows of the store located between avenida Paulista and rua Peixoto Gomide, selected for better characterizing this new way of interaction and building brand visibility. To study the manifestations, the theoretical basis was the semiotics proposed by Algirdas Julien Greimas and the complementation of Eric Landowski, Jean-Marie Floch and Ana Claudia de Oliveira. We conclude that Marisa, by being installed at avenida Paulista, it was set at a place of visibility that no other store of the network has, and this visibility is one of exquisite versatility that creates the aesthetic of dressing lower income groups. Thus, on the practical values platforma — on which were once grounded the brand valuesa — there is a symbolic investment, which is part of the Marisa’s construction as a brand that has the power to dress people in fashion and that is in fashion. |
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Marisa Stores: the promise of low prices in shop windows at avenida PaulistaLojas Marisa: a promessa do preço baixo nas vitrinas da avenida PaulistaFashionPopular consumptionSociossemioticMarisaRegimes of visibilityModaConsumo popularSociossemióticaMarisaRegimes de visibilidadeThis research aims to understand the following problem: how Marisa stores, which have dressed the working class since its creation, rebuilt itself, giving the brand a new meaning as a point of sale for fashion, while an addresser donor of competences, Marisa brings fashion for those who learn fashion as a value to be cultivated. The goal of this research is to analyze how being among global enterprises on avenida Paulista, while being a local one, to present its new concept of retail chain and its consumers. For that purpose, we examined the windows of the store located between avenida Paulista and rua Peixoto Gomide, selected for better characterizing this new way of interaction and building brand visibility. To study the manifestations, the theoretical basis was the semiotics proposed by Algirdas Julien Greimas and the complementation of Eric Landowski, Jean-Marie Floch and Ana Claudia de Oliveira. We conclude that Marisa, by being installed at avenida Paulista, it was set at a place of visibility that no other store of the network has, and this visibility is one of exquisite versatility that creates the aesthetic of dressing lower income groups. Thus, on the practical values platforma — on which were once grounded the brand valuesa — there is a symbolic investment, which is part of the Marisa’s construction as a brand that has the power to dress people in fashion and that is in fashion.O presente trabalho2 busca compreender como a rede de lojas Marisa, que veste os grupos sociais populares desde sua criação, se reconstrói, ressignificando-se como ponto de venda de moda, e de que maneira, como destinador doador de competências, Marisa leva a moda para aqueles que apreendem a moda como um valor a ser cultivado. O objetivo desta pesquisa é analisar como é estar entre os globais na avenida Paulista sem deixar de ser local, além de apresentar o novo conceito da rede varejista e de seu público consumidor. Para tal fim, o artigo analisa as vitrinas da loja localizada na avenida Paulista com a rua Peixoto Gomide, selecionada por melhor caracterizar esse novo modo de interação e de construção da visibilidade da marca. Para o estudo das manifestações, a base teórica foi a da semiótica proposta por Algirdas Julien Greimas e as complementações de Eric Landowski, Jean-Marie Floch e Ana Claudia de Oliveira. Desse modo, concluímos que Marisa, ao instalar-se na avenida Paulista, coloca-se em um lugar de destaque que nenhuma outra loja da rede possui, e esta é uma visibilidade da versatilidade requintada que produz uma estetização do vestir os grupos sociais populares. Sendo assim, sobre a plataforma de valores práticos — sobre os quais outrora estiveram alicerçados os valores da marca — há um investimento simbólico, que faz parte da construção da Marisa como uma marca que tem competência para colocar as pessoas na moda e que está na moda.Associação Brasileira de Estudos e Pesquisas em Moda - Abepem2021-08-03info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://dobras.emnuvens.com.br/dobras/article/view/137310.26563/dobras.i32.1373dObra[s] – revista da Associação Brasileira de Estudos de Pesquisas em Moda; n. 32 (2021); 187-2102358-00031982-0313reponame:Revista dObra[s]instname:Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)instacron:ABEPEMporhttps://dobras.emnuvens.com.br/dobras/article/view/1373/708https://creativecommons.org/licenses/by-nc-sa/4.0/info:eu-repo/semantics/openAccessGarcia, Carolina Santos2021-08-03T17:58:43Zoai:ojs.dobras.emnuvens.com.br:article/1373Revistahttps://dobras.emnuvens.com.br/dobras/indexONGhttps://dobras.emnuvens.com.br/dobras/oaidobras.abepem@gmail.com2358-00031982-0313opendoar:2023-01-12T16:05:46.403024Revista dObra[s] - Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)true |
dc.title.none.fl_str_mv |
Marisa Stores: the promise of low prices in shop windows at avenida Paulista Lojas Marisa: a promessa do preço baixo nas vitrinas da avenida Paulista |
title |
Marisa Stores: the promise of low prices in shop windows at avenida Paulista |
spellingShingle |
Marisa Stores: the promise of low prices in shop windows at avenida Paulista Garcia, Carolina Santos Fashion Popular consumption Sociossemiotic Marisa Regimes of visibility Moda Consumo popular Sociossemiótica Marisa Regimes de visibilidade |
title_short |
Marisa Stores: the promise of low prices in shop windows at avenida Paulista |
title_full |
Marisa Stores: the promise of low prices in shop windows at avenida Paulista |
title_fullStr |
Marisa Stores: the promise of low prices in shop windows at avenida Paulista |
title_full_unstemmed |
Marisa Stores: the promise of low prices in shop windows at avenida Paulista |
title_sort |
Marisa Stores: the promise of low prices in shop windows at avenida Paulista |
author |
Garcia, Carolina Santos |
author_facet |
Garcia, Carolina Santos |
author_role |
author |
dc.contributor.author.fl_str_mv |
Garcia, Carolina Santos |
dc.subject.por.fl_str_mv |
Fashion Popular consumption Sociossemiotic Marisa Regimes of visibility Moda Consumo popular Sociossemiótica Marisa Regimes de visibilidade |
topic |
Fashion Popular consumption Sociossemiotic Marisa Regimes of visibility Moda Consumo popular Sociossemiótica Marisa Regimes de visibilidade |
description |
This research aims to understand the following problem: how Marisa stores, which have dressed the working class since its creation, rebuilt itself, giving the brand a new meaning as a point of sale for fashion, while an addresser donor of competences, Marisa brings fashion for those who learn fashion as a value to be cultivated. The goal of this research is to analyze how being among global enterprises on avenida Paulista, while being a local one, to present its new concept of retail chain and its consumers. For that purpose, we examined the windows of the store located between avenida Paulista and rua Peixoto Gomide, selected for better characterizing this new way of interaction and building brand visibility. To study the manifestations, the theoretical basis was the semiotics proposed by Algirdas Julien Greimas and the complementation of Eric Landowski, Jean-Marie Floch and Ana Claudia de Oliveira. We conclude that Marisa, by being installed at avenida Paulista, it was set at a place of visibility that no other store of the network has, and this visibility is one of exquisite versatility that creates the aesthetic of dressing lower income groups. Thus, on the practical values platforma — on which were once grounded the brand valuesa — there is a symbolic investment, which is part of the Marisa’s construction as a brand that has the power to dress people in fashion and that is in fashion. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-08-03 |
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://dobras.emnuvens.com.br/dobras/article/view/1373 10.26563/dobras.i32.1373 |
url |
https://dobras.emnuvens.com.br/dobras/article/view/1373 |
identifier_str_mv |
10.26563/dobras.i32.1373 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://dobras.emnuvens.com.br/dobras/article/view/1373/708 |
dc.rights.driver.fl_str_mv |
https://creativecommons.org/licenses/by-nc-sa/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
https://creativecommons.org/licenses/by-nc-sa/4.0/ |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Associação Brasileira de Estudos e Pesquisas em Moda - Abepem |
publisher.none.fl_str_mv |
Associação Brasileira de Estudos e Pesquisas em Moda - Abepem |
dc.source.none.fl_str_mv |
dObra[s] – revista da Associação Brasileira de Estudos de Pesquisas em Moda; n. 32 (2021); 187-210 2358-0003 1982-0313 reponame:Revista dObra[s] instname:Associação Brasileira de Estudos e Pesquisas em Moda (Abepem) instacron:ABEPEM |
instname_str |
Associação Brasileira de Estudos e Pesquisas em Moda (Abepem) |
instacron_str |
ABEPEM |
institution |
ABEPEM |
reponame_str |
Revista dObra[s] |
collection |
Revista dObra[s] |
repository.name.fl_str_mv |
Revista dObra[s] - Associação Brasileira de Estudos e Pesquisas em Moda (Abepem) |
repository.mail.fl_str_mv |
dobras.abepem@gmail.com |
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1797054041988005888 |