As novas formas de promoção e comercialização dos novos produtores de moda carioca

• Autor(a) principal: Sanches, Sandra Mesquita
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/350
• topic: moda; economia criativa; novos produtores; novas tecnologias; sustentabilidade; fashion; creative economy; new producers; new technologies; sustainability; CIENCIAS SOCIAIS APLICADAS::ECONOMIA

Fashion has been going through a transformation period. After the global climb of accelerated production and easy consumption of garments, reproduções on a planetary scale, and based on constant cost reduction - movement already defined by the market and in academic texts, such as fast fashion. Fashion moves towards a better awareness of the social role and almost as an antithesis of the predominant industrial model, the new fashion producers, objects of this study, draw new trends, anchored in the intende use of digital plataforms and social awareness. Cultural, ethical and sustainable issues have become part of new production lines and question the irresistible advance of an activities that nowadays moves billions worldwide and which has incorporated in the last few decades, the wildest side of the business activities, profit at any cost. The present study deals with the changes that have been happening in the activity, from the incorporation in the years 2000 on, of new technologies as well as new promotion and sales models in digital platforms, based on new values and purposes: collaboration, sharing, resignification, sustainability, customization, among others....They have become more and more accessible, as it advances the organization of the society in networks, and they guarantee the basic for ongoing changes, driven by, above all else, the lack of intermediation in the digital universe. The geographic clipping for for the research is the municipality of Rio de Janeiro, for its vanguard role on fashion and its singularities in the conformation of its history. Despite the concentration of the industry in São Paulo, the city has a great creative potential and holds the historical traditional of being the most adherent "brand" and brazilian fashion recall, mainly due to the importance of beach fashion and the aggregated value entorses by the 'carioca' lifestyle. This dissertation also addresses the relevance of Creative Economy concepts for the reinvention of the sector. The field surveys allowed is to identify in Rio a new type of fashion producers - emerged mainly among young digital natives - which has been changing the way of creating, producing, promoting and distributing their products. Throughout this study, it is possible to perceive how the new fashion producers in Rio have been designing new ways for industry. The new model displays values such as sustainability, fair prices, culture valorization, promotion and undetermined and that wants to promote besides the generation of value, the world transformation. At last, it is concluded in this dissertation that the challenges are huge and have been overcome by determination, talent and creativity of new producers of Rio de Janeiro fashion, but points to the news for class entities, public bodies and private companies support, each time more, there activities. In the corrent scenario - where the globalizariam and economic crises harm the Brazilian fashion industry - they arise by holding some oxygen, renovation and alternatives for new ways of producing, promoting and marketing their products. They need funding, qualification for managing and support in communication planning, in order to expand thir businesses in social networks and other digital platforms and to achieve, in fact, the deserved relevance in the Brazilian and 'carioca' fashion market, as well