As novas formas de promoção e comercialização dos novos produtores de moda carioca
Autor(a) principal: | |
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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 |
Resumo: | 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 |
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Silva, João Luiz de Figueiredohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4730288J4Corrêa, Silvia BorgesSanta Cruz, Lucia Maria Marcelino deBerlim, LilyanSilva, Hadija Chalupe dahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8380736Z3Sanches, Sandra Mesquita2019-10-14T12:32:42Z2018-02-22Sanches, Sandra Mesquita. As novas formas de promoção e comercialização dos novos produtores de moda carioca. 2018. [180 f.]. Dissertação (Programa de Mestrado Profissional em Gestão da Economia Criativa) - Escola Superior de Propaganda e Marketing, [Rio de Janeiro].http://tede2.espm.br/handle/tede/350Fashion 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 wellA moda vive um período de transformação. Depois da escalada global da produção acelerada e consumo fácil de peças de vestuário, reproduzida em escala planetária, e baseada na redução constante dos custos - movimento já definido pelo mercado e em textos acadêmicos como fast fashion -, a moda se movimenta na direção de uma maior conscientização de seu papel social e, quase como uma antítese ao modelo industrial predominante, os novos produtores de moda, objetos deste estudo, desenham novas tendências, ancorados no intenso uso das plataformas digitais e na consciência social. Questões culturais, éticas e de sustentabilidade se tornaram parte das novas linhas de produção e questionam o avanço irresistível de uma atividade que hoje movimenta bilhões em todo o mundo e que incorporou, nas últimas décadas, o lado mais selvagem da atividade comercial, o lucro a qualquer custo. O presente estudo trata das transformações que acontecem na atividade, a partir da incoporação, nos anos 2000, de novas tencologias e de novos modelos de promoção e venda nas plataformas digitais, baseados em novos valores e propósitos: colaboração, compartilhamento, ressignificação, sustentabilidade, customização, entre outros. Eles se tornam mais e mais acessíveis, à medida em que avança a organização da sociedade em rede, e garantem a base das mudanças em curso, impulsionadas, acima de tudo, pela desintermediação vigente no universo digital. O recorte geográfico para a pesquisa é o município do Rio de Janeiro por seu papel de vanguarda na moda e suas singularidades na conformação da história da mesma. Apesar da concentração da indústria em São Paulo, a cidade apresenta grande potencial criativo e carrega o histórico de ser a “grife” de maior aderência e recall da moda brasileira, devido principalmente à importância da moda de praia e ao valor agregado garantido pelo lifestyle carioca. Esta dissertação também aborda a relevância dos conceitos da Economia Criativa para a reinvenção do setor. As pesquisas de campo permitiram identificar no Rio um novo tipo de produtor de moda - surgido, principalmente, entre os jovens nativos digitais -, que está mudando a forma de criar, produzir, promover e distribuir seus produtos. Ao longo deste estudo, é possível perceber como os novos produtores de moda do Rio estão desenhando caminhos alternativos para a indústria. O novo modelo exibe valores como sustentabilidade, preços justos, valorização da cultura, promoção e venda desintermediadas e quer promover, além da geração de valor, a transformação do mundo. Ao final, esta dissertação conclui que os desafios são enormes e têm sido vencidos pela determinação, talento e criatividade dos novos produtores de moda carioca mas aponta para a necessidade de entidades de classe, órgãos públicos e empresas privadas apoiarem cada vez mais suas atividades. No atual cenário - em que a globalização e a crise econômica castigam a indústria da moda brasileira – eles surgem carregando oxigênio, renovação e alternativas para novas formas de produzir, promover e comercializar seus produtos. Necessitam de financiamentos, qualificação para gestão e apoio nos planejamentos de comunicação para expandirem sua atuação nas redes sociais e outras plataformas digitais e conquistarem, de fato, a relevância merecida no mercado da moda carioca e brasileiraSubmitted by Tamara Cecilia Lombardi (tamara.lombardi@espm.br) on 2019-10-12T00:36:44Z No. of bitstreams: 1 SANCHES, Sandra Mesquita. As novas formas de promoção e comercialização dos novos produtores de moda carioca.pdf: 3955728 bytes, checksum: 58345773b0b5485b6d988de6356bb02b (MD5)Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2019-10-14T12:31:40Z (GMT) No. of bitstreams: 1 SANCHES, Sandra Mesquita. As novas formas de promoção e comercialização dos novos produtores de moda carioca.pdf: 3955728 bytes, checksum: 58345773b0b5485b6d988de6356bb02b (MD5)Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2019-10-14T12:32:08Z (GMT) No. of bitstreams: 1 SANCHES, Sandra Mesquita. As novas formas de promoção e comercialização dos novos produtores de moda carioca.pdf: 3955728 bytes, checksum: 58345773b0b5485b6d988de6356bb02b (MD5)Made available in DSpace on 2019-10-14T12:32:42Z (GMT). No. of bitstreams: 1 SANCHES, Sandra Mesquita. As novas formas de promoção e comercialização dos novos produtores de moda carioca.pdf: 3955728 bytes, checksum: 58345773b0b5485b6d988de6356bb02b (MD5) Previous issue date: 2018-02-22application/pdfhttp://tede2.espm.br/retrieve/1048/SANCHES%2c%20Sandra%20Mesquita.%20As%20novas%20formas%20de%20promo%c3%a7%c3%a3o%20e%20comercializa%c3%a7%c3%a3o%20dos%20novos%20produtores%20de%20moda%20carioca.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional em Gestão da Economia CriativaESPMBrasilESPM::Pós-Graduação Stricto Sensumoda; economia criativa; novos produtores; novas tecnologias; sustentabilidadefashion; creative economy; new producers; new technologies; sustainabilityCIENCIAS SOCIAIS APLICADAS::ECONOMIAAs novas formas de promoção e comercialização dos novos produtores de moda cariocaThe new forms of promotion and marketing of new carioca fashion producersA moda carioca e os novos modos de promover e venderinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-5059127625252930782500500600-4455193753091852328-2504903392600098822info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMLICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/350/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51ORIGINALSANCHES, Sandra Mesquita. 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dc.title.por.fl_str_mv |
As novas formas de promoção e comercialização dos novos produtores de moda carioca |
dc.title.alternative.eng.fl_str_mv |
The new forms of promotion and marketing of new carioca fashion producers |
dc.title.alternative.por.fl_str_mv |
A moda carioca e os novos modos de promover e vender |
title |
As novas formas de promoção e comercialização dos novos produtores de moda carioca |
spellingShingle |
As novas formas de promoção e comercialização dos novos produtores de moda carioca Sanches, Sandra Mesquita moda; economia criativa; novos produtores; novas tecnologias; sustentabilidade fashion; creative economy; new producers; new technologies; sustainability CIENCIAS SOCIAIS APLICADAS::ECONOMIA |
title_short |
As novas formas de promoção e comercialização dos novos produtores de moda carioca |
title_full |
As novas formas de promoção e comercialização dos novos produtores de moda carioca |
title_fullStr |
As novas formas de promoção e comercialização dos novos produtores de moda carioca |
title_full_unstemmed |
As novas formas de promoção e comercialização dos novos produtores de moda carioca |
title_sort |
As novas formas de promoção e comercialização dos novos produtores de moda carioca |
author |
Sanches, Sandra Mesquita |
author_facet |
Sanches, Sandra Mesquita |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Silva, João Luiz de Figueiredo |
dc.contributor.advisor1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4730288J4 |
dc.contributor.referee1.fl_str_mv |
Corrêa, Silvia Borges |
dc.contributor.referee2.fl_str_mv |
Santa Cruz, Lucia Maria Marcelino de |
dc.contributor.referee3.fl_str_mv |
Berlim, Lilyan |
dc.contributor.referee4.fl_str_mv |
Silva, Hadija Chalupe da |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8380736Z3 |
dc.contributor.author.fl_str_mv |
Sanches, Sandra Mesquita |
contributor_str_mv |
Silva, João Luiz de Figueiredo Corrêa, Silvia Borges Santa Cruz, Lucia Maria Marcelino de Berlim, Lilyan Silva, Hadija Chalupe da |
dc.subject.por.fl_str_mv |
moda; economia criativa; novos produtores; novas tecnologias; sustentabilidade |
topic |
moda; economia criativa; novos produtores; novas tecnologias; sustentabilidade fashion; creative economy; new producers; new technologies; sustainability CIENCIAS SOCIAIS APLICADAS::ECONOMIA |
dc.subject.eng.fl_str_mv |
fashion; creative economy; new producers; new technologies; sustainability |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ECONOMIA |
description |
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 |
publishDate |
2018 |
dc.date.issued.fl_str_mv |
2018-02-22 |
dc.date.accessioned.fl_str_mv |
2019-10-14T12:32:42Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Sanches, Sandra Mesquita. As novas formas de promoção e comercialização dos novos produtores de moda carioca. 2018. [180 f.]. Dissertação (Programa de Mestrado Profissional em Gestão da Economia Criativa) - Escola Superior de Propaganda e Marketing, [Rio de Janeiro]. |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/350 |
identifier_str_mv |
Sanches, Sandra Mesquita. As novas formas de promoção e comercialização dos novos produtores de moda carioca. 2018. [180 f.]. Dissertação (Programa de Mestrado Profissional em Gestão da Economia Criativa) - Escola Superior de Propaganda e Marketing, [Rio de Janeiro]. |
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http://tede2.espm.br/handle/tede/350 |
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