Adding value through localism: fashion brands representing Fortaleza on Instagram

Detalhes bibliográficos
Autor(a) principal: Albuquerque, Ticiana
Data de Publicação: 2023
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista de Ensino em Artes, Moda e Design
Texto Completo: https://www.revistas.udesc.br/index.php/ensinarmode/article/view/23280
Resumo: In recent years, trend bureaus and consulting companies in the fashion industry have increasingly supported an intra and post-pandemic trend focusing on localism: turning businesses more and more towards the community. This paper aims to analyze the profile of authorial fashion brands from Ceará, in the northeast of Brazil, searching in their communication strategies on Instagram, for the use of elements of local culture, making reference to the community in which they are inserted and that actively represent the city of Fortaleza, capital of the state. The brands researched in the corpus are: Ahazando, BABA and Parko and said research was carried between March 2020 and April 2022. Beyond bibliographical analysis, categorical Content Analysis, as suggested by Lycarião (2021), was the methodology chosen to guide the analyzes in the field of traditional linguistics and hermeneutics. We intend to theorize in the present work about localism as a growing trend, the symbolism of fashion consumption, particularly in Brazil and about the importance of using elements of local culture as a marketing tool, through the interpretation of the positioning of the researched brands and their communication on Instagram.
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spelling Adding value through localism: fashion brands representing Fortaleza on InstagramAgregando valor a través del localismo: marcas de moda que representan a Fortaleza en InstagramO localismo gera valor: marcas de moda representando Fortaleza no InstagramlocalismoinstagrammodalocalisminstagramfashionLocalismoInstagramModaIn recent years, trend bureaus and consulting companies in the fashion industry have increasingly supported an intra and post-pandemic trend focusing on localism: turning businesses more and more towards the community. This paper aims to analyze the profile of authorial fashion brands from Ceará, in the northeast of Brazil, searching in their communication strategies on Instagram, for the use of elements of local culture, making reference to the community in which they are inserted and that actively represent the city of Fortaleza, capital of the state. The brands researched in the corpus are: Ahazando, BABA and Parko and said research was carried between March 2020 and April 2022. Beyond bibliographical analysis, categorical Content Analysis, as suggested by Lycarião (2021), was the methodology chosen to guide the analyzes in the field of traditional linguistics and hermeneutics. We intend to theorize in the present work about localism as a growing trend, the symbolism of fashion consumption, particularly in Brazil and about the importance of using elements of local culture as a marketing tool, through the interpretation of the positioning of the researched brands and their communication on Instagram.En los últimos años, las oficinas de tendencias y las empresas de consultoría en la industria de la moda han apoyado cada vez más una tendencia intra y pospandémica centrada en el localismo: volver las empresas cada vez más hacia la comunidad. Este artículo tiene como objetivo analizar el perfil de las marcas de moda autoral de Ceará, en el noreste de Brasil, buscando en sus estrategias de comunicación en Instagram, el uso de elementos de la cultura local, haciendo referencia a la comunidad en la que están insertas y que activamente representan a la ciudad de Fortaleza, capital del estado. Las marcas investigadas en el corpus son: Ahazando, BABA y Parko y la investigación se llevó a cabo entre marzo de 2020 y abril de 2022. Además del análisis bibliográfico, el Análisis de Contenido categórico, como lo sugiere Lycarião (2021), fue la metodología elegida para orientar la análisis en el campo de la lingüística tradicional y la hermenéutica. Pretendemos teorizar en el presente trabajo sobre el localismo como tendencia creciente, el simbolismo del consumo de moda, particularmente en Brasil y sobre la importancia de utilizar elementos de la cultura local como herramienta de marketing, a través de la interpretación del posicionamiento de las marcas investigadas y su comunicación en Instagram.Nos últimos anos, bureaus de tendências e empresas de consultoria da indústria da moda apontam cada vez mais contundentemente para uma tendência intra e pós pandêmica com foco no localismo: voltar os negócios cada vez mais para a comunidade. Esta pesquisa se dedica a analisar o perfil de marcas de moda autoral do Ceará, no nordeste do Brasil, com o intuito de verificar em suas estratégias comunicacionais na plataforma do Instagram, o uso de elementos da cultura local, que representem a cidade de Fortaleza, capital do estado, fazendo alusão à comunidade na qual estão inseridas. As marcas presentes no corpus desta pesquisa são: Ahazando, BABA e Parko e o período da pesquisa foi entre março de 2020 e abril de 2022. Para além da análise bibliográfica, a Análise de Conteúdo categorial, como sugere Lycarião (2021), foi a ferramenta metodológica escolhida para balizar as análises no campo da linguística tradicional e da hermenêutica. Procuramos teorizar no presente trabalho sobre tal tendência ao localismo, o simbolismo do consumo de moda, particularmente no Brasil, sobre a importância de utilizar elementos da cultura local como ferramenta mercadológica, tudo sobre o eixo do posicionamento das marcas pesquisadas e sua comunicação no Instagram.Universidade do Estado de Santa Catarina2023-06-21info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtigo de convidadoapplication/pdfhttps://www.revistas.udesc.br/index.php/ensinarmode/article/view/2328010.5965/25944630722023e3280Revista de Ensino em Artes, Moda e Design; v. 7 n. 2 (2023): Edição Especial 2023 - Colóquio de Moda; 1 - 242594-463010.5965/10.5965/25944630722023001reponame:Revista de Ensino em Artes, Moda e Designinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/ensinarmode/article/view/23280/15664Copyright (c) 2023 Ticiana Albuquerquehttps://creativecommons.org/licenses/by/4.0/deed.ptinfo:eu-repo/semantics/openAccessAlbuquerque, Ticiana2024-02-29T12:47:25Zoai::article/23280Revistahttps://www.revistas.udesc.br/index.php/ensinarmode/indexPUBhttps://www.revistas.udesc.br/index.php/Ensinarmode/oaireamd.ceart@udesc.br || portal.periodicos@udesc.br2594-46302594-4630opendoar:2024-02-29T12:47:25Revista de Ensino em Artes, Moda e Design - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv Adding value through localism: fashion brands representing Fortaleza on Instagram
Agregando valor a través del localismo: marcas de moda que representan a Fortaleza en Instagram
O localismo gera valor: marcas de moda representando Fortaleza no Instagram
title Adding value through localism: fashion brands representing Fortaleza on Instagram
spellingShingle Adding value through localism: fashion brands representing Fortaleza on Instagram
Albuquerque, Ticiana
localismo
instagram
moda
localism
instagram
fashion
Localismo
Instagram
Moda
title_short Adding value through localism: fashion brands representing Fortaleza on Instagram
title_full Adding value through localism: fashion brands representing Fortaleza on Instagram
title_fullStr Adding value through localism: fashion brands representing Fortaleza on Instagram
title_full_unstemmed Adding value through localism: fashion brands representing Fortaleza on Instagram
title_sort Adding value through localism: fashion brands representing Fortaleza on Instagram
author Albuquerque, Ticiana
author_facet Albuquerque, Ticiana
author_role author
dc.contributor.author.fl_str_mv Albuquerque, Ticiana
dc.subject.por.fl_str_mv localismo
instagram
moda
localism
instagram
fashion
Localismo
Instagram
Moda
topic localismo
instagram
moda
localism
instagram
fashion
Localismo
Instagram
Moda
description In recent years, trend bureaus and consulting companies in the fashion industry have increasingly supported an intra and post-pandemic trend focusing on localism: turning businesses more and more towards the community. This paper aims to analyze the profile of authorial fashion brands from Ceará, in the northeast of Brazil, searching in their communication strategies on Instagram, for the use of elements of local culture, making reference to the community in which they are inserted and that actively represent the city of Fortaleza, capital of the state. The brands researched in the corpus are: Ahazando, BABA and Parko and said research was carried between March 2020 and April 2022. Beyond bibliographical analysis, categorical Content Analysis, as suggested by Lycarião (2021), was the methodology chosen to guide the analyzes in the field of traditional linguistics and hermeneutics. We intend to theorize in the present work about localism as a growing trend, the symbolism of fashion consumption, particularly in Brazil and about the importance of using elements of local culture as a marketing tool, through the interpretation of the positioning of the researched brands and their communication on Instagram.
publishDate 2023
dc.date.none.fl_str_mv 2023-06-21
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artigo de convidado
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/ensinarmode/article/view/23280
10.5965/25944630722023e3280
url https://www.revistas.udesc.br/index.php/ensinarmode/article/view/23280
identifier_str_mv 10.5965/25944630722023e3280
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/ensinarmode/article/view/23280/15664
dc.rights.driver.fl_str_mv Copyright (c) 2023 Ticiana Albuquerque
https://creativecommons.org/licenses/by/4.0/deed.pt
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Ticiana Albuquerque
https://creativecommons.org/licenses/by/4.0/deed.pt
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
dc.source.none.fl_str_mv Revista de Ensino em Artes, Moda e Design; v. 7 n. 2 (2023): Edição Especial 2023 - Colóquio de Moda; 1 - 24
2594-4630
10.5965/10.5965/25944630722023001
reponame:Revista de Ensino em Artes, Moda e Design
instname:Universidade do Estado de Santa Catarina (UDESC)
instacron:UDESC
instname_str Universidade do Estado de Santa Catarina (UDESC)
instacron_str UDESC
institution UDESC
reponame_str Revista de Ensino em Artes, Moda e Design
collection Revista de Ensino em Artes, Moda e Design
repository.name.fl_str_mv Revista de Ensino em Artes, Moda e Design - Universidade do Estado de Santa Catarina (UDESC)
repository.mail.fl_str_mv reamd.ceart@udesc.br || portal.periodicos@udesc.br
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