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Panorama da indústria de moda catarinense : desafios na valorização estético simbólica dos produtos do vestuário
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Authors
Advisor(s)
Abstract(s)
Este trabalho abordou o conceito de moda, bem como suas
relações com as tendências, os produtos e o mercado de moda. De forma
aplicada, conduziu-se um estudo teórico bibliográfico moda, vestuário,
consumo simbólico e marcas comerciais e também um estudo
documental a parr de levantamentos sobre o contexto produvo têxl e
de confecção do estado de Santa Catarina. Sabe-se que nesse estado, a
oferta de produtos baseia-se na crença de um diferencial sobre a
qualidade material e técnica, que se mostra ultrapassada pela noção de
incremento de valor simbólico, sendo a localidade percebida nacional e
internacionalmente como produtora de vestuário e não como produtora
de moda. Os processos de simbolização lidam com o patrimônio intangível
e positivado construído pelas empresas de moda no processo de
identificação e qualificação simbólica. As empresas de moda catarinense
devem investir em marcas comerciais, formando identidades fortes e
tornando-se referência não somente em qualidade, mas principalmente
em criatividade e inovação.
ABSTRACT : This work addressed the concept of fashion, as well as its relationship with trends, products and the fashion market. Having an applied approach, a theoretical bibliographical study was conducted on fashion, clothing, symbolic consumption and commercial brands and also a documentary study based on surveys on the textile and clothing production context of the state of Santa Catarina was conducted. It is known that in this state, the offer of products is based on the belief of a market differentiation due to material and technical quality, which is currently surpassed by the notion of increasing symbolic value; with the locality being perceived nationally and internationally as a producer of clothing and not as a producer of fashion. The symbolization processes deal with the intangible and positive heritage built by fashion companies in the process of symbolic identification and qualification. Fashion companies from Santa Catarina must invest in commercial brands, forming strong identities and becoming a reference not only in quality, but mainly in creativity and innovation.
ABSTRACT : This work addressed the concept of fashion, as well as its relationship with trends, products and the fashion market. Having an applied approach, a theoretical bibliographical study was conducted on fashion, clothing, symbolic consumption and commercial brands and also a documentary study based on surveys on the textile and clothing production context of the state of Santa Catarina was conducted. It is known that in this state, the offer of products is based on the belief of a market differentiation due to material and technical quality, which is currently surpassed by the notion of increasing symbolic value; with the locality being perceived nationally and internationally as a producer of clothing and not as a producer of fashion. The symbolization processes deal with the intangible and positive heritage built by fashion companies in the process of symbolic identification and qualification. Fashion companies from Santa Catarina must invest in commercial brands, forming strong identities and becoming a reference not only in quality, but mainly in creativity and innovation.
Description
Keywords
Fashion Brand Commercial culture Fashion design Symbolic valuation Moda Marca Cultura comercial Design de moda Valorização simbólica
Citation
CAMPOS, Armanda Queiróz (2020) - Panorama da indústria de moda catarinense : desafios na valorização estético simbólica dos produtos do vestuário. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. Vol. XIII, nº 25, p. 1-6.
Publisher
IPCB. ESART