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Publication
Do código à comunidade: o caso da Corteiz e a nova lógica do desejo
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Projeto de graduação_2022120826 | 982.23 KB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Num contexto em que o mercado da moda enfrenta uma saturação discursiva e estética, este projeto propõe-se a analisar as melhores estratégias de marketing adotadas por marcas emergentes no setor do streetwear, com foco no caso da marca londrina Corteiz. O estudo parte de uma fundamentação teórica sobre identidade de marca, comunicação visual, exclusividade simbólica, marketing de guerrilha e autenticidade cultural, e procura compreender como estas práticas desafiam modelos tradicionais da indústria.
Através de uma análise crítica e contextualizada da Corteiz, evidencia-se como a marca constrói valor através de narrativas de resistência, práticas participativas e estética urbana. O trabalho combina uma abordagem qualitativa de revisão bibliográfica com estudo de caso, refletindo sobre o papel do marketing como mediador de discursos culturais, simbólicos e políticos. Este projeto contribui para pensar o futuro do marketing de moda enquanto prática cada vez mais simbólica, cultural e experiencial.
In a context where the fashion market faces discursive and aesthetic saturation, this project aims to analyze the most effective marketing strategies adopted by emerging brands in the streetwear sector, focusing on the London-based brand Corteiz (CRTZ RTW). The study is grounded in theoretical frameworks around brand identity, visual communication, symbolic exclusivity, guerrilla marketing, and cultural authenticity, seeking to understand how these practices challenge traditional industry models. Through a critical and contextualized analysis of Corteiz, the project highlights how the brand builds value through narratives of resistance, participatory practices, and urban aesthetics. This work combines a qualitative approach of literature review with a case study, reflecting on the role of marketing as a mediator of cultural, symbolic, and political discourse. The project contributes to rethinking the future of fashion marketing as a practice increasingly rooted in symbolic, cultural, and experiential dimensions.
In a context where the fashion market faces discursive and aesthetic saturation, this project aims to analyze the most effective marketing strategies adopted by emerging brands in the streetwear sector, focusing on the London-based brand Corteiz (CRTZ RTW). The study is grounded in theoretical frameworks around brand identity, visual communication, symbolic exclusivity, guerrilla marketing, and cultural authenticity, seeking to understand how these practices challenge traditional industry models. Through a critical and contextualized analysis of Corteiz, the project highlights how the brand builds value through narratives of resistance, participatory practices, and urban aesthetics. This work combines a qualitative approach of literature review with a case study, reflecting on the role of marketing as a mediator of cultural, symbolic, and political discourse. The project contributes to rethinking the future of fashion marketing as a practice increasingly rooted in symbolic, cultural, and experiential dimensions.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em Ciências da Comunicação.
Keywords
Corteiz Clint Streetwear Marketing Marca Cultura Brand