Ambiental Engagement as a Fashion Branding Tool
DOI:
https://doi.org/10.5965/1982615x12242019148Keywords:
fashion, branding, ambiental responsibilityAbstract
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.
Downloads
References
Referências
APPADURAI, Arjun. (Org.). A vida social das coisas: as mercadorias sob uma perspectiva cultural. Niterói: Editora da UFF, 2008.
BROWN, Lester. Eco-Economia. UMA – Universidade Livre da Mata Atlântica. Disponível em: <http://www.biodiversidade.rs.gov.br/arquivos/1161806787Eco_Economia.pdf>. Acesso em: 20 de mai. 2018.
DISITZER, Marcia. ASAP (As Sustainable As Possible): Osklen desfila coleção no SPFW. 2018. Disponível em: <https://vogue.globo.com/moda/moda-news/noticia/2018/04/asap-sustainable-possible-osklen-desfila-colecao-no-spfw.html>. Acesso em: 27 abr. 2018.
DOUGLAS, Mary; ISHERWOOD, Baron. O mundo dos bens. Rio de Janeiro: Editora da UFRJ, 2004.
______. O mundo dos bens, vinte anos depois. 2007. Disponível em: <http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0104-71832007000200002>. Acesso em: 3 jun. 2018.
DUARTE, Pedro. Entrevista. Revista Cause. Rio de Janeiro, n. 5, p. de 142-153, jul. 2017.
ECOCULT. Fashion is the 8th most polluting industry? 2017. Disponível em: <https://ecocult.com/now-know-fashion-5th-polluting-industry-equal-livestock/>. Acesso em: 12 jun. 2018.
INSTITUTO E. Sobre. Disponível em: < http://institutoe.org.br/sobre/>. Acesso em: 14 jun. 2018.
KELLER, K. L.; LEHMANN, D. R. Brands and branding: research findings and future priorities. Marketing Science, v. 25, n. 6, p. 740-759, 2006.
MARTINELLI, F.; SANTA CRUZ, L. Cultura como estratégia de mercado das marcas socialmente responsáveis. In: 3º CONGRESSO DE ESTUDANTES DE PÓS-GRADUAÇÃO EM COMUNICAÇÃO, UERJ, Rio de Janeiro, 2008.
______. O engajamento social como estratégia de comunicação: consumo e responsabilidade no discurso empresarial. In: II ENCONTRO ESPM DE COMUNICAÇÃO E MARKETING, São Paulo. Anais... São Paulo, 2007, p. 3
MUNDIM, M. Ecologia: por um ambiente inteiro: Sustentabilidade e desenvolvimento sustentável. 2012. Disponível em: <http://ecologambiente.blogspot.com.br/2012/02/ sustentabilidade-e-desenvolvimento.html>. Acesso em: 14/06/2018.
OSKLEN. [Anúncio Publicitário] Elle, 2018, p. 20.
OSKLEN. Campanha ASAP. 2018. Disponível em: <https://www.osklen.com.br/asap>. Acesso em: 18 abr. 2018.
ROBERTS, Kevin. Lovemarks – o futuro além das marcas. São Paulo: Makron Books, 2004.
SAHLINS, Marshall. Cultura e razão prática. Rio de Janeiro: Jorge Zahar Editor, 2003.
SANTOS, Jair Ferreira dos. Notas sobre a alegria como commodity. ECO-PÓS, v. 9, n. 2, p.13-19, agosto-dezembro 2006.
SLATER, Don. Cultura do consumo e modernidade. São Paulo: Nobel, 2002.
VEBLEN, Thorstein. A teoria da classe ociosa: um estudo econômico das instituições. 3. ed. São Paulo: Nova Cultural, 1988.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2019 Marcus Teixeira Cardoso, Edmundo Brandão Dantas
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
When submitting an article for publication in ModaPalavra e-periodico, the author (s) agree (s) with the following terms:
- Authors maintain the copyright in their manuscripts and grant the journal the right of first publication, with work simultaneously licensed under the Creative Commons Attribution-NonCommercial 4.0 International, which allows sharing the work with the acknowledgment of authorship and the initial publication in the journal without payment ;
- Authors may use the same results in other publications after the first publication, provided that they indicate ModaPalavra e-journal as the original publication medium;
- Authors are authorized to take additional contracts, separately, only after the original publication in ModaPalavra e-journal, provided they indicate ModaPalavra e-journal as the original publication medium;
- Authors are allowed and encouraged to publish and distribute their work online (eg in institutional repositories or on their personal page), only after the editorial process and the first publication, provided they indicate ModaPalavra e-journal as the original publication medium;
- To indicate ModaPalavra e-journal as the original publication medium, authors should use the following text template: "This article was originally published by ModaPalavra e-periodical, under a CC BY NC license, in its volume [insert volume] number [insert number] in the year of [insert year], and can be accessed at: http://www.revistas.udesc.br/index.php/modapalavra/ ";
- The opinions expressed in the articles are the author’s sole responsibility, not necessarily reflecting the journal’s opinion. The publication of any material that is owned and held in copyright by a third party, including – but not limited to - articles, photos or drawings was previously authorized by their representatives to be published in ModaPalavra e-journal.
