A Importância das Marcas de Moda de Luxo na Aceitação e Normalização dos Novos Paradigmas Sociais.
Abstract
A moda vai muito além de vestuário, acessórios e calçado, é uma extensão da personalidade, refletindo contextos demográficos e culturais, contribuindo para a identidade de cada indivíduo. É notório que a moda de luxo se mostra mais comprometida em adaptar-se à evolução social, especialmente em relação à diversidade e inclusão. Marcas de renome como a Chanel, a Prada, a Balenciaga e a Gucci têm vindo a reavaliar as suas estratégias de comunicação de modo a abraçar a diversidade e inclusão. Com a migração da moda de luxo para o ambiente digital, as redes sociais tornam-se os meios principais para transmitir valores e posicionamentos, além dos produtos. Simultaneamente as marcas procuram criar relações emocionais, não apenas através dos produtos e serviços, mas também por meio da construção de um universo de valores com os quais os consumidores se podem identificar. Este estudo propõe analisar como as marcas de moda de luxo abordam a comunicação diversificada e inclusiva, contribuindo para a aceitação e normalização dos novos paradigmas sociais. A investigação foi conduzida através de uma abordagem mista, a análise de conteúdo de desfiles de moda e redes sociais das marcas, e a aplicação de um questionário a diferentes indivíduos para compreender mais aprofundadamente a sua perceção quanto a estas práticas. Os resultados sugerem que as marcas não só incorporam a diversidade nos desfiles, mas também nas suas redes sociais, o que tem o potencial de atrair novos consumidores e fortalecer o vínculo emocional com os mesmos, que se sentem mais representados.
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
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