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Publication
A importância da diversidade, inclusão e representação na indústria da moda: valor para o consumidor e para a marca
| Name: | Description: | Size: | Format: | |
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| 1.61 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Este estudo visa compreender o valor acrescido que os conceitos
de Diversidade, Inclusão e Representação (DIR) tem no
consumidor, ao serem implementados nas marcas de moda.
Evidenciando que as atuais tendências são fatores decisivos para
o consumidor no ato de consumo, a presente dissertação explora
temas como Fashion Inclusivity, Body Positivity, Tokenism,
entre outros. São apresentadas possíveis estratégias de marketing
e branding - tendo como base o conceito DIR - comprovando que
a presença destes conceitos na indústria será um passo decisivo
para a mudança – essencialmente na erradicação de estigmas e
preconceitos sociais e industriais.
This study aims to understand the added value that the concepts of Diversity, Inclusion, and Representation (DIR) have on the consumer when implemented in Fashion Brands. By highlighting that current trends are decisive factors for consumers in the act of consumption, this dissertation explores topics such as Fashion Inclusivity, Body Positivity, Tokenism, among others. Possible marketing and branding strategies are presented, based on the DIR concept, proving that the presence of these concepts in the industry will be a decisive step towards change - particularly in eradicating social and industrial stigmas and prejudices.
This study aims to understand the added value that the concepts of Diversity, Inclusion, and Representation (DIR) have on the consumer when implemented in Fashion Brands. By highlighting that current trends are decisive factors for consumers in the act of consumption, this dissertation explores topics such as Fashion Inclusivity, Body Positivity, Tokenism, among others. Possible marketing and branding strategies are presented, based on the DIR concept, proving that the presence of these concepts in the industry will be a decisive step towards change - particularly in eradicating social and industrial stigmas and prejudices.
Description
Keywords
Fashion Branding Diversidade Inclusão Representação