Loading...
Publication
Alternativas entre o luxo e o lixo: a publicidade no contexto da moda sustentável
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Dissertação_de_mestrado_43416 | 7.9 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A moda, enquanto expressão cultural e econômica, passou por uma metamorfose ao longo das décadas, evoluindo de uma indústria centrada na produção em massa para uma que começa a reconhecer a crescente importância da sustentabilidade. A dissertação intitulada "Alternativas entre o Luxo e o Lixo: A Comunicação Publicitária no Contexto da Moda Sustentável", por meio do estudo de casos comparativos de quatro marcas de moda sustentável, investiga objetivamente como essas marcas utilizam as diversas ferramentas de comunicação e marketing para alcançar seus objetivos. O trabalho inicia-se com uma profunda revisão teórica, explorando várias facetas da indústria da moda. Aborda-se o desenvolvimento histórico do setor, destacando como as práticas de consumo e produção evoluíram e deram forma à contemporânea moda sustentável. Dentro deste quadro, são examinados os impactos sociais e ambientais significativos que a moda impõe, tanto em termos de produção quanto de descarte. Além disso, a pesquisa delimita a intersecção entre marketing, publicidade e moda, discutindo conceitos fundamentais como marketing verde, publicidade, construção de uma linguagem publicitária que promova marcas mais consciente e responsável. A metodologia empregada para a coleta de dados primários foi o desk research no ambiente da internet, uma técnica de pesquisa secundária que permitiu a análise de dados qualitativos e quantitativos sobre as marcas selecionadas. Através deste método, foi possível organizar, codificar e analisar os dados, permitindo uma comparação criteriosa entre as práticas de marketing das marcas brasileiras e portuguesas no âmbito da sustentabilidade. Os resultados demonstram uma variedade de abordagens e níveis de eficácia no que tange às estratégias de marketing adotadas pelas marcas estudadas. Observou-se que, enquanto algumas marcas conseguem comunicar efetivamente seu compromisso com a sustentabilidade enquanto DNA da marca, outras ainda lutam para alinhar suas práticas de marketing com os princípios ambientais e sociais que afirmam apoiar, ficando mais na seara dos recursos tradicionais da publicidade. Este estudo também discute os desafios encontrados pelas marcas ao tentar equilibrar lucratividade com práticas sustentáveis, destacando a tensão entre manter uma imagem de marca forte enquanto se promove a ética do "menos é mais". Finalmente, a dissertação conclui que, apesar das limitações e vieses inerentes a qualquer pesquisa acadêmica, o estudo atingiu seus objetivos ao oferecer uma visão detalhada sobre como a publicidade no contexto da moda sustentável pode ser implementada de maneira eficaz. Além disso, o trabalho fornece recomendações sobre como as marcas podem melhorar suas estratégias de marketing para promover uma mudança genuína em direção ao consumo responsável, incentivando não só os produtores e distribuidores, mas também os consumidores a adotarem práticas mais sustentáveis.
Fashion, as a cultural and economic expression, has undergone a metamorphosis over the decades, evolving from an industry centered on mass production to one that is beginning to recognize the growing importance of sustainability. The dissertation entitled "Alternatives between Luxury and Trash: Advertising Communication in the Context of Sustainable Fashion", through the study of comparative cases of four sustainable fashion brands, objectively investigates how these brands use the various communication and marketing tools to reach your goals. The work begins with an in-depth theoretical review, exploring various facets of the fashion industry. The historical development of the sector is discussed, highlighting how consumption and production practices have evolved and shaped contemporary sustainable fashion. Within this framework, the significant social and environmental impacts that fashion imposes are examined, both in terms of production and disposal. Furthermore, the research delimits the intersection between marketing, advertising and fashion, discussing fundamental concepts such as green marketing, advertising, construction of an advertising language that promotes more conscious and responsible brands. The methodology used to collect primary data was desk research in the internet environment, a secondary research technique that allowed the analysis of qualitative and quantitative data on the selected brands. Through this method, it was possible to organize, code and analyze the data, allowing a careful comparison between the marketing practices of Brazilian and Portuguese brands in the context of sustainability. The results demonstrate a variety of approaches and levels of effectiveness regarding the marketing strategies adopted by the brands studied. It was observed that, while some brands manage to effectively communicate their commitment to sustainability as a brand's DNA, others still struggle to align their marketing practices with the environmental and social principles they claim to support, remaining more in the area of traditional advertising resources. This study also discusses the challenges brands encounter when trying to balance profitability with sustainable practices, highlighting the tension between maintaining a strong brand image while promoting a "less is more" ethic. Finally, the dissertation concludes that, despite the limitations and biases inherent in any academic research, the study achieved its objectives by offering a detailed insight into how advertising in the context of sustainable fashion can be implemented effectively. Furthermore, the work provides recommendations on how brands can improve their marketing strategies to promote a genuine shift towards responsible consumption, encouraging not only producers and distributors, but also consumers to adopt more sustainable practices.
Fashion, as a cultural and economic expression, has undergone a metamorphosis over the decades, evolving from an industry centered on mass production to one that is beginning to recognize the growing importance of sustainability. The dissertation entitled "Alternatives between Luxury and Trash: Advertising Communication in the Context of Sustainable Fashion", through the study of comparative cases of four sustainable fashion brands, objectively investigates how these brands use the various communication and marketing tools to reach your goals. The work begins with an in-depth theoretical review, exploring various facets of the fashion industry. The historical development of the sector is discussed, highlighting how consumption and production practices have evolved and shaped contemporary sustainable fashion. Within this framework, the significant social and environmental impacts that fashion imposes are examined, both in terms of production and disposal. Furthermore, the research delimits the intersection between marketing, advertising and fashion, discussing fundamental concepts such as green marketing, advertising, construction of an advertising language that promotes more conscious and responsible brands. The methodology used to collect primary data was desk research in the internet environment, a secondary research technique that allowed the analysis of qualitative and quantitative data on the selected brands. Through this method, it was possible to organize, code and analyze the data, allowing a careful comparison between the marketing practices of Brazilian and Portuguese brands in the context of sustainability. The results demonstrate a variety of approaches and levels of effectiveness regarding the marketing strategies adopted by the brands studied. It was observed that, while some brands manage to effectively communicate their commitment to sustainability as a brand's DNA, others still struggle to align their marketing practices with the environmental and social principles they claim to support, remaining more in the area of traditional advertising resources. This study also discusses the challenges brands encounter when trying to balance profitability with sustainable practices, highlighting the tension between maintaining a strong brand image while promoting a "less is more" ethic. Finally, the dissertation concludes that, despite the limitations and biases inherent in any academic research, the study achieved its objectives by offering a detailed insight into how advertising in the context of sustainable fashion can be implemented effectively. Furthermore, the work provides recommendations on how brands can improve their marketing strategies to promote a genuine shift towards responsible consumption, encouraging not only producers and distributors, but also consumers to adopt more sustainable practices.
Description
Keywords
Moda sustentável Comunicação publicitária Estratégia de marketing Responsabilidade social Stakehorders Sustainable fashion Advertising communication Marketing strategy Social responsibility