Moda e co-branding: uma associação de sucesso

Abstract

A associação entre marcas de moda, e outras de segmentos distintos, tem se mostrado uma ação cada vez mais habitual no mundo dos negócios, exemplificada pelos diversos cases de sucesso. Isso significa que a parceria entre as marcas, ou co-branding, é uma estratégia que permite beneficiá-las. O termo pode ser definido como a combinação de duas ou mais marcas em uma mesma oferta, com duplo valor agregado, onde se espera que o status de uma das marcas se reflita na outra. As empresas de moda que têm a complexa tarefa de traduzir, em produtos, os anseios, estilo de vida e personalidade do público-alvo; bem como o desejo pela renovação e pelo novo, procuram se beneficiar dessa ação para englobar, em seus produtos,valores intangíveis e subjetivos que são a diferença no competitivo mercado atual.

Sustainability in the Fashion Industry in Relation to Consumption in a Digital Age

“…Brands are extremely valuable assets, capable of influencing consumer behaviour, being bought and sold and offering their owners the security of constant future income [63]. According to Rech and Ceccato (2010) [64], fashion brands have the function of creating products based on the needs and desires of consumers, which indicates that the relation between individuals and the brand is relevant. Therefore, making a brief comparison between the behaviour of fashion brands and their relationships with the sustainability of the planet becomes essential to this research, given that fashion is exposed and assimilated, according to (Lipovetsky, 2007) [65], not as a product, but as a value and translation of personalities.…”

I Consume, Therefore I Am? Hyperconsumption Behavior: Scale Development and Validation

“…For instance, Freund and Martin (2008) reviewed two occurrences of hyperconsumption in daily life, transport and eating or "fast cars/fast foods", and warned that the hyperconsumption of cars and foods added significantly to the ecological impact of human activity and contributed to the naturalization of a way of life. Ceccato and Gomez (2018) focused on the hyperconsumption implications on fashion trends and brands. Pla Vargas (2014) emphasized that the consumer society development led to a transformation in politics, which turned into an object of hyperconsumption (mainly through mass media).…”