Abstract

ALLGAYER, Milena Fernandes  and  KREUTZ, Elizete de Azevedo. Creation and Development of a Fashion Brand with Purpose. Revista Convergências [online]. 2021, vol.14, n.28, pp.103-120.  Epub Nov 30, 2021. ISSN 2184-0180.  https://doi.org/10.53681/c1514225187514391s.28.116.

Fashion is often seen as something futile, aimed at frivolous and wealthy people. However, more and more, fashion takes paths that lead to conscious consumption, to social responsibility and, above all, social inclusion. The brand Milena Fernandes emerges during times of consciousness and inclusion, in times of sharing positive values and cultivating the soul through its purpose. The objective of this article is to describe the process, creation and development of a fashion brand with purpose, as well as, its first collection, directed towards all women, but that also offers alternatives for those who battle cancer, who have lost their hair and/or underwent radical mastectomy. The methodology used for this study was qualitative exploratory (Gil, 2010) and the instruments were: bibliographical research (Stumpf, 2015), internet research (Yamaoka, 2015) and case study (Duarte, 2015). As for the creation of the brand, we used a mutant brand construction methodology (Kreutz, 2012). As results, we can affirm that brand is much more than aesthetic-market exploration; in other words, it must make sense to people; because of this, fashion designers should rethink their role in society and act on its behalf.

Keywords : brand; fashion; branding; purpose; inclusion.

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