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Comunicação ou tendência? A cultura do slow fashion nas marcas de moda
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Abstract(s)
Este trabalho busca analisar como as marcas de moda utilizam a sustentabilidade em suas redes sociais, bem como averiguar se este tópico é utilizado como forma de autopromoção, tendo como objetivo geral identificar como a sustentabilidade é comunicada nas marcas de moda. Para isto, foi realizada uma análise de conteúdo nas páginas do Instagram de seis marcas de moda: Gap, Levi’s, Mango, Osklen, Insecta e Pantys, no período do mês de abril, em que ocorre a semana do Fashion Revolution, evento no qual marcas do mundo inteiro se pronunciam em prol de uma moda mais transparente. Procurou-se observar se as marcas se pronunciam diferentemente ao decorrer do mês até chegar na semana destacada e como a sustentabilidade incorpora a comunicação das mesmas. Foi possível observar que algumas marcas analisadas utilizam a sustentabilidade apenas como forma de publicidade/promoção e que estas intensificaram e mudaram sua forma de comunicação durante o mês analisado.
This work seeks to analyze how fashion brands use sustainability in their social networks, as well as to find out if they use it as a form of self-promotion, with the general objective of identifying how sustainability is communicated in fashion brands. For this, an analysis of the Instagram pages of six fashion brands was carried out: Gap, Levi's, Mango, Osklen, Insecta and Pantys, during the month of April, in the Fashion Revolution week, an event in which brands from all over the world speak out in favor of a more transparent fashion. Thus, we tried to observe whether the brands object of this study pronounce themselves differently throughout the month until reaching the highlighted week. The content analysis method developed by Bardin (1977, 2016) was used. It was observed that some brands analyzed use sustainability only as a form of advertising and that they intensified and changed their form of communication during the month under analysis.
This work seeks to analyze how fashion brands use sustainability in their social networks, as well as to find out if they use it as a form of self-promotion, with the general objective of identifying how sustainability is communicated in fashion brands. For this, an analysis of the Instagram pages of six fashion brands was carried out: Gap, Levi's, Mango, Osklen, Insecta and Pantys, during the month of April, in the Fashion Revolution week, an event in which brands from all over the world speak out in favor of a more transparent fashion. Thus, we tried to observe whether the brands object of this study pronounce themselves differently throughout the month until reaching the highlighted week. The content analysis method developed by Bardin (1977, 2016) was used. It was observed that some brands analyzed use sustainability only as a form of advertising and that they intensified and changed their form of communication during the month under analysis.
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Keywords
Moda Comunicação Greenwashing Sustentabilidade Tendências