Cicli : branding, potencialização e impulsionamento de brechós no mercado da moda

Abstract

This study aims to present the development of a brand created for an experimental thrift store. Over the years, the fashion industry has increased its impact on the environment, especially with the increasingly accelerated production of clothes, known as fast fashion. Thus, thrift stores are emerging as a more sustainable alternative within the fashion market, allowing environmental impacts to be reduced by increasing the useful life of garments. Therefore, the study seeks to show how communication can be an ally in promoting and enhancing thrift stores within this market through branding techniques and strategies. To this end, a mixed methodology approach is used. The results presented enable microentrepreneurs in the sustainable fashion industry - and even other types of businesses - to obtain easily accessible information about branding strategies and apply them to their own brands, reinforcing the indispensable role of communication in building narratives that inspire awareness and long-term social change.