Entrelinhas : comunicação e marketing na construção de conexões através da moda artesanal

Abstract

This study aims to present an experimental campaign for a Sergipe-based artisanal fashion brand. Crochet, the main technique used in the production of its pieces, has been gaining popularity among younger audiences despite the strong influence of fast fashion, which is characterized by mass production and standardized aesthetics. Its versatility and handcrafted nature allow for greater personalization, emphasizing individual identity and creative freedom in fashion choices. To achieve the objectives of brand recognition and expansion, this study adopts an exploratory and descriptive methodology with a qualitative approach. The focus is on analyzing strategies and positioning of brands with similar proposals, applying these insights to the studied brand. Additionally, the goal is to align these practices with the principles of reverse marketing, promoting more conscious and engaged consumption. The results show that brands aligned with the ideals of cultural appreciation and personalization stand out as market differentials, attracting a loyal audience and generating profit without the need to encourage excessive consumption. This approach strengthens the brand's identity, fostering deeper connections with consumers and promoting a sustainable and engaged business model.