Estratégia de comunicação para uma loja colaborativa de marcas de moda sustentável

• Autor(a) principal: Ferreira, Patrícia
• Data de Publicação: 2022
• Outros Autores: Broega, Ana Cristina, Sousa, Bruno Barbosa
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://nidisag.isag.pt/index.php/IJAM/article/view/619

Purpose: The present study aims to know, analyze, and create the brand identity of a collaborative store of small sustainable fashion brands. At the same time, it is also intended to create a strategic communication plan applied to this store.Methodology: In a first phase, apply a qualitative approach, initially with the exploration of case studies. Then, design methodologies are used for the practical part of brand creation, namely the Design Thinking Evolution 6 methodology.Findings: The results show that there is still little transparency in the approach to topics such as fashion and sustainability, although there is already a considerable offer.Practical implications: The emergence of sustainable fashion brands is ascendant, in this way it is important to build a cohesive identity and a structured communication plan as differentiating elements of brands in the market.Research limitations: As it is a preliminary approach, the present study has limitations in the final results, thus requiring a deeper understanding of it, as there are many communication topics that remain to be explored.Originality: It is intended that the concept behind this study is a good contribution to small fashion brands, of a sustainable nature, helping them both in creating their own brand identity and in structuring a strategic communication plan.Keywords: Sustainability, fashion, design, communication, transparency in fashion.