Ambiental Engagement as a Fashion Branding Tool

Detalhes bibliográficos
Autor(a) principal: Cardoso, Marcus Teixeira
Data de Publicação: 2019
Outros Autores: Dantas, Edmundo Brandão
Tipo de documento: Artigo
Idioma: por
Título da fonte: ModaPalavra e-periódico
Texto Completo: https://www.revistas.udesc.br/index.php/modapalavra/article/view/13221
Resumo: The present paperis a result of the observation work over Osklen’s brand strategy for the launch campaign of its collaction ‘ASAP –As Sustainable As Possible’ during the winter season of 2018. For this purpose, a qualitative analysis of brand communication was developed,as well as interior layout of stores, choices and decision of the style team on composing this collection and the brand speech which was stablished because of this launch: starting on the brand’s creative diretor voice and going trough communication pieces and advertising campaign.After all the bibliographic study, via exploratory method, it was possible to identify the construction of this discourse based on “ambiental responsibility” cause as a branding tool.
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spelling Ambiental Engagement as a Fashion Branding ToolEngajamento Ambiental Como Artifício de Branding de Moda
modadesignsustentabilidadebrandingmarketingresponsabilidade ambientalfashionbrandingambiental responsibilityThe present paperis a result of the observation work over Osklen’s brand strategy for the launch campaign of its collaction ‘ASAP –As Sustainable As Possible’ during the winter season of 2018. For this purpose, a qualitative analysis of brand communication was developed,as well as interior layout of stores, choices and decision of the style team on composing this collection and the brand speech which was stablished because of this launch: starting on the brand’s creative diretor voice and going trough communication pieces and advertising campaign.After all the bibliographic study, via exploratory method, it was possible to identify the construction of this discourse based on “ambiental responsibility” cause as a branding tool.O presente artigo trata de observar a estratégia de marca da grife carioca Osklen com o lançamento da coleção ASAP – As Sustainable As Possible (em uma tradução livre: o mais sustentável possível), para a estação de inverno do ano de 2018. Para isso, foi desenvolvida análise qualitativa de comunicação, ambientação de loja, escolhas e decisões de estilo para a composição da coleção, bem como o discurso construído em função desse lançamento: seja na voz do diretor criativo, seja por meio de peças e anúncios da campanha publicitária desta coleção. De acordo com o estudo bibliográfico desenvolvido, com método exploratório, é possível identificar a construção desse discurso – o da responsabilidade ambiental – como artifício de branding ante ao consumidor, com apoio bibliográfico de teóricos da área como Mary Douglas, Baron Isherwood, Marshal Sahlins e Kevin Roberts. Universidade do Estado de Santa Catarina2019-03-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/1322110.5965/1982615x12242019148ModaPalavra e-periódico; Vol. 12 No. 24 (2019): Variata; 148-164ModaPalavra e-periódico; Vol. 12 Núm. 24 (2019): Variata; 148-164 Modapalavra e-periódico; v. 12 n. 24 (2019): Variata; 148-1641982-615X10.5965/1982615x12242019reponame:ModaPalavra e-periódicoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/13221/9847Copyright (c) 2019 Marcus Teixeira Cardoso, Edmundo Brandão Dantashttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessCardoso, Marcus TeixeiraDantas, Edmundo Brandão2023-04-13T14:43:54Zoai::article/13221Revistahttps://www.revistas.udesc.br/index.php/modapalavraPUBhttps://www.revistas.udesc.br/index.php/modapalavra/oai||modapalavra@gmail.com1982-615X1982-615Xopendoar:2023-04-13T14:43:54ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv Ambiental Engagement as a Fashion Branding Tool
Engajamento Ambiental Como Artifício de Branding de Moda

title Ambiental Engagement as a Fashion Branding Tool
spellingShingle Ambiental Engagement as a Fashion Branding Tool
Cardoso, Marcus Teixeira
moda
design
sustentabilidade
branding
marketing
responsabilidade ambiental
fashion
branding
ambiental responsibility
title_short Ambiental Engagement as a Fashion Branding Tool
title_full Ambiental Engagement as a Fashion Branding Tool
title_fullStr Ambiental Engagement as a Fashion Branding Tool
title_full_unstemmed Ambiental Engagement as a Fashion Branding Tool
title_sort Ambiental Engagement as a Fashion Branding Tool
author Cardoso, Marcus Teixeira
author_facet Cardoso, Marcus Teixeira
Dantas, Edmundo Brandão
author_role author
author2 Dantas, Edmundo Brandão
author2_role author
dc.contributor.author.fl_str_mv Cardoso, Marcus Teixeira
Dantas, Edmundo Brandão
dc.subject.por.fl_str_mv moda
design
sustentabilidade
branding
marketing
responsabilidade ambiental
fashion
branding
ambiental responsibility
topic moda
design
sustentabilidade
branding
marketing
responsabilidade ambiental
fashion
branding
ambiental responsibility
description The present paperis a result of the observation work over Osklen’s brand strategy for the launch campaign of its collaction ‘ASAP –As Sustainable As Possible’ during the winter season of 2018. For this purpose, a qualitative analysis of brand communication was developed,as well as interior layout of stores, choices and decision of the style team on composing this collection and the brand speech which was stablished because of this launch: starting on the brand’s creative diretor voice and going trough communication pieces and advertising campaign.After all the bibliographic study, via exploratory method, it was possible to identify the construction of this discourse based on “ambiental responsibility” cause as a branding tool.
publishDate 2019
dc.date.none.fl_str_mv 2019-03-31
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://www.revistas.udesc.br/index.php/modapalavra/article/view/13221
10.5965/1982615x12242019148
url https://www.revistas.udesc.br/index.php/modapalavra/article/view/13221
identifier_str_mv 10.5965/1982615x12242019148
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/13221/9847
dc.rights.driver.fl_str_mv Copyright (c) 2019 Marcus Teixeira Cardoso, Edmundo Brandão Dantas
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Marcus Teixeira Cardoso, Edmundo Brandão Dantas
http://creativecommons.org/licenses/by-nc/4.0
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 ModaPalavra e-periódico; Vol. 12 No. 24 (2019): Variata; 148-164
ModaPalavra e-periódico; Vol. 12 Núm. 24 (2019): Variata; 148-164
Modapalavra e-periódico; v. 12 n. 24 (2019): Variata; 148-164
1982-615X
10.5965/1982615x12242019
reponame:ModaPalavra e-periódico
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 ModaPalavra e-periódico
collection ModaPalavra e-periódico
repository.name.fl_str_mv ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)
repository.mail.fl_str_mv ||modapalavra@gmail.com
_version_ 1798321055636389888

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