Abstract

CAMPOS, Amanda Queiróz. Overview of Santa Catarina’s fashion industry: challenges in the symbolic aesthetic awareness of clothing products. Revista Convergências [online]. 2020, vol.13, n.25, pp.57-68.  Epub May 31, 2020. ISSN 2184-0180.  https://doi.org/10.53681/c1514225187514391s.25.109.

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.

Keywords : Fashion; Brand; Commercial culture; Fashion design; Symbolic valuation.

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