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Publication
O movimento slow e o sistema da moda: um estudo de inovações e tendências socioculturais
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.29 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A seguinte dissertação teve como principal objetivo
compreender as relações de influência entre o movimento slow
e o sector da moda, através de uma metodologia ancorada nos
Estudos de Tendências, retirando sólidos contributos para a
área da Publicidade. A realização da revisão literária permitiu
fazer um enquadramento sociocultural do sector da moda e
definir conceptualmente o movimento slow e o slow fashion,
para posteriormente estabelecer uma ligação entre ambos. No
momento da investigação aplicada, recorreu-se ao método de
coolhunting, numa perspetiva setorial, que permitiu a
identificação e análise de padrões no tecido sociocultural,
através da análise de sinais criativos. Foi assim possível
identificar padrões culturais e confirmar as tendências com
maior expressão, bem como a identificação de insights
criativos. Posteriormente, foi realizado o cruzamento dos dados
recolhidos no coolhunting com a definição de slow movement
de forma a compreender as articulações entre ambos. A
compreensão do conceito de movimento slow, através da
análise das mudanças no contexto sociocultural, as tendências,
permitiu entender como este movimento se articula na
sociedade e no sector da moda e, consequentemente, identificar
as mudanças e transformações na comunicação e publicidade de
moda.
This Dissertation main goal is to understand the interconnections between the so-called slow movement and the fashion world, through a methodology based on Trends Studies and it is understood as a solid contribute to the advertisement field. The literary revision enabled a socio-cultural contextualization of fashion and the conceptual definition of both the slow movement and the slow fashion, which made possible to analyse the interconnection between them. The applied research, drawing on the coolhunting method through a sectorial perspective, enabled the identification and analysis of patterns in the socio-cultural tissue by focusing on a sample of creative signals. It has been possible thereby to identify the most expressive trends as well as the identification of creative signs. Further, it has been carried out the intersection between the collected data through coolhunting and the definition of slow movement. The understanding of the concept of slow movement, through the analysis of the changes in the context, the trends themselves, allowed to comprehend how this movement expresses itself in society and in fashion, and consequently to identify the changes and transformations in communication and fashion advertisement.
This Dissertation main goal is to understand the interconnections between the so-called slow movement and the fashion world, through a methodology based on Trends Studies and it is understood as a solid contribute to the advertisement field. The literary revision enabled a socio-cultural contextualization of fashion and the conceptual definition of both the slow movement and the slow fashion, which made possible to analyse the interconnection between them. The applied research, drawing on the coolhunting method through a sectorial perspective, enabled the identification and analysis of patterns in the socio-cultural tissue by focusing on a sample of creative signals. It has been possible thereby to identify the most expressive trends as well as the identification of creative signs. Further, it has been carried out the intersection between the collected data through coolhunting and the definition of slow movement. The understanding of the concept of slow movement, through the analysis of the changes in the context, the trends themselves, allowed to comprehend how this movement expresses itself in society and in fashion, and consequently to identify the changes and transformations in communication and fashion advertisement.
Description
Keywords
Movimento slow Estudo de tendências Moda Publicidade Coolhunting