Trends Studies’ Contributions For The Definition of the Fashion Brand’s Target

Detalhes bibliográficos
Autor(a) principal: Craveiro, Sofia Costa
Data de Publicação: 2018
Outros Autores: Oliveira, Fernando Jorge Matias Sanches
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: ModaPalavra e-periódico
Texto Completo: https://www.revistas.udesc.br/index.php/modapalavra/article/view/11883
Resumo: The effectiveness of Fashion Branding methodologies is closely related to the characteristics of your target audience. Thus, it is necessary to find methods to understand the consumer, in particular with regard to their motivations, habits, and preferences. Attracting the consumer's attention is to generate products that are able to satisfy the needs of an audience that lives the immediate. In the current society of the instant, where we all share information and we all reach an audience, understanding the dynamics of social influence and the motivations of consumption allows us to adapt the contents in such a way that they can be fully created to think about their final consumer. Therefore, the review of the literature on fashion, branding and trend studies leads to a cross-referencing and selection of information that, as a whole, will allow us to understand and define the target, through the definition of a persona, which represents the brand's ideal audience. This persona acts as a representation of the ideal target audience and can serve as a guideline when creating the products and contents of a brand. The aim is to study the audience and their motivations in a profound way first, in order to be able to create targeted products and brands. In this context, it is intended to give an explanatory and comprehensive approach to the component on the definition of the persona in said work, in order to clarify the utility thereof for the approximation of the brands to their audience.
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spelling Trends Studies’ Contributions For The Definition of the Fashion Brand’s TargetContributos dos Estudos de Tendências Para a Definição do Target da Marca de ModapersonamodabrandingtendênciasbrandingtrendspersonaThe effectiveness of Fashion Branding methodologies is closely related to the characteristics of your target audience. Thus, it is necessary to find methods to understand the consumer, in particular with regard to their motivations, habits, and preferences. Attracting the consumer's attention is to generate products that are able to satisfy the needs of an audience that lives the immediate. In the current society of the instant, where we all share information and we all reach an audience, understanding the dynamics of social influence and the motivations of consumption allows us to adapt the contents in such a way that they can be fully created to think about their final consumer. Therefore, the review of the literature on fashion, branding and trend studies leads to a cross-referencing and selection of information that, as a whole, will allow us to understand and define the target, through the definition of a persona, which represents the brand's ideal audience. This persona acts as a representation of the ideal target audience and can serve as a guideline when creating the products and contents of a brand. The aim is to study the audience and their motivations in a profound way first, in order to be able to create targeted products and brands. In this context, it is intended to give an explanatory and comprehensive approach to the component on the definition of the persona in said work, in order to clarify the utility thereof for the approximation of the brands to their audience.Compreender as atuais dinâmicas de influência social e as motivações de consumo permite adequar os conteúdos e de tal forma a que estes possam ser totalmente criados a pensar no seu consumidor final.Assim, a revisão de literatura de temáticas de Moda, Branding e Estudos de Tendências conduz ao cruzamento e seleção de informação que, no seu todo, irá permitir compreender e definir o target, por meio da definição de uma persona, que representa o público ideal da marca. Esta persona funciona como uma representação do público-alvo ideal. Procura-se, assim, estudar o público e suas motivações de forma profunda em primeiro lugar, para depois poder criar produtos e marcas a ele direcionados. Neste âmbito, este artigo denomina-se “Contributos dos Estudos de Tendências Para a Definição do Target da Marca de Moda”, e consiste numa exploração específica do Projecto de Mestrado “Contributos dos Estudos de Tendências Para A Criação da Identidade Visual De Uma Marca de Moda” de [omitido para revisão cega] (2017). Universidade do Estado de Santa Catarina2018-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/1188310.5965/1982615x11222018240ModaPalavra e-periódico; Vol. 11 No. 22 (2018): Dossier Trend Studies and Fashion Brand; 240-292ModaPalavra e-periódico; Vol. 11 Núm. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 240-292 Modapalavra e-periódico; v. 11 n. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 240-2921982-615X10.5965/1982615x11222018reponame:ModaPalavra e-periódicoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporenghttps://www.revistas.udesc.br/index.php/modapalavra/article/view/11883/8385https://www.revistas.udesc.br/index.php/modapalavra/article/view/11883/8386Copyright (c) 2018 Sofia Costa Craveiro, Fernando Jorge Matias Sanches Oliveirahttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessCraveiro, Sofia CostaOliveira, Fernando Jorge Matias Sanches2023-03-17T11:54:57Zoai::article/11883Revistahttps://www.revistas.udesc.br/index.php/modapalavraPUBhttps://www.revistas.udesc.br/index.php/modapalavra/oai||modapalavra@gmail.com1982-615X1982-615Xopendoar:2023-03-17T11:54:57ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv Trends Studies’ Contributions For The Definition of the Fashion Brand’s Target
Contributos dos Estudos de Tendências Para a Definição do Target da Marca de Moda
title Trends Studies’ Contributions For The Definition of the Fashion Brand’s Target
spellingShingle Trends Studies’ Contributions For The Definition of the Fashion Brand’s Target
Craveiro, Sofia Costa
persona
moda
branding
tendências
branding
trends
persona
title_short Trends Studies’ Contributions For The Definition of the Fashion Brand’s Target
title_full Trends Studies’ Contributions For The Definition of the Fashion Brand’s Target
title_fullStr Trends Studies’ Contributions For The Definition of the Fashion Brand’s Target
title_full_unstemmed Trends Studies’ Contributions For The Definition of the Fashion Brand’s Target
title_sort Trends Studies’ Contributions For The Definition of the Fashion Brand’s Target
author Craveiro, Sofia Costa
author_facet Craveiro, Sofia Costa
Oliveira, Fernando Jorge Matias Sanches
author_role author
author2 Oliveira, Fernando Jorge Matias Sanches
author2_role author
dc.contributor.author.fl_str_mv Craveiro, Sofia Costa
Oliveira, Fernando Jorge Matias Sanches
dc.subject.por.fl_str_mv persona
moda
branding
tendências
branding
trends
persona
topic persona
moda
branding
tendências
branding
trends
persona
description The effectiveness of Fashion Branding methodologies is closely related to the characteristics of your target audience. Thus, it is necessary to find methods to understand the consumer, in particular with regard to their motivations, habits, and preferences. Attracting the consumer's attention is to generate products that are able to satisfy the needs of an audience that lives the immediate. In the current society of the instant, where we all share information and we all reach an audience, understanding the dynamics of social influence and the motivations of consumption allows us to adapt the contents in such a way that they can be fully created to think about their final consumer. Therefore, the review of the literature on fashion, branding and trend studies leads to a cross-referencing and selection of information that, as a whole, will allow us to understand and define the target, through the definition of a persona, which represents the brand's ideal audience. This persona acts as a representation of the ideal target audience and can serve as a guideline when creating the products and contents of a brand. The aim is to study the audience and their motivations in a profound way first, in order to be able to create targeted products and brands. In this context, it is intended to give an explanatory and comprehensive approach to the component on the definition of the persona in said work, in order to clarify the utility thereof for the approximation of the brands to their audience.
publishDate 2018
dc.date.none.fl_str_mv 2018-07-01
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dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/11883
10.5965/1982615x11222018240
url https://www.revistas.udesc.br/index.php/modapalavra/article/view/11883
identifier_str_mv 10.5965/1982615x11222018240
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/11883/8385
https://www.revistas.udesc.br/index.php/modapalavra/article/view/11883/8386
dc.rights.driver.fl_str_mv Copyright (c) 2018 Sofia Costa Craveiro, Fernando Jorge Matias Sanches Oliveira
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 Sofia Costa Craveiro, Fernando Jorge Matias Sanches Oliveira
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
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. 11 No. 22 (2018): Dossier Trend Studies and Fashion Brand; 240-292
ModaPalavra e-periódico; Vol. 11 Núm. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 240-292
Modapalavra e-periódico; v. 11 n. 22 (2018): Dossiê Estudos de Tendências e Branding de Moda; 240-292
1982-615X
10.5965/1982615x11222018
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