O Papel do Design Na Construção De Marca Em Microempresas De Moda – Abordando O Ponto De Vista De Microempresários
Journal Title: Revista Competência - Year 2019, Vol 12, Issue 1
Abstract
In line with the socioeconomic transformations that have occurred in the last decades, the global apparel market has been organized in a way that large companies benefit from economies of scale and expand and operate in markets in different countries. Thus, local micro and small enterprises are pushed to rethink their brand identities. Therefore, the purpose of this article is to address the role of design in building fashion microenterprises brands and for this purpose, in addition to the literature review on the subject, we present the results of a qualitative research, theoretically anchored in symbolic interactionism concepts, carried out with five micro-entrepreneurs in the sector, in the city of Porto Alegre. The results indicate that interviewees are aware of the importance of design, although perceptions of the role of design in the construction of their brands varied among participants.
Authors and Affiliations
Debora Idalgo Paim Marques Júlio Carlos de Souza van der Linden
Keywords
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- EP ID EP677323
- DOI https://doi.org/10.24936/2177-4986.v12n2.2019.680
- Views 243
- Downloads 0
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