Please use this identifier to cite or link to this item: http://hdl.handle.net/1822/43413

TitleCommunication in sustainable fashion brands ‐ case study Rapanui Clothing
Author(s)Araújo, Mariana Bezerra Moraes de
Broega, A. C.
Mota-Ribeiro, Silvana
KeywordsBrands
Fashion
Sustainability
Communication
Issue date9-May-2016
PublisherUniversidade do Minho. Escola de Engenharia (EEng)
Abstract(s)This paper aims to make an analysis of the importance of communication in the success and  dissemination of brands, specifically in the sustainable fashion brands, observing how communication works  in the dissemination of sustainability and how it can be an advantage for brands, working as a strong  element of their communication strategies. Thus issues related to sustainability in fashion and the  appearance of sustainable fashion brands, trying to realize which are their dynamics, are addressed here. It  is also studied the importance of communication, how it acts in the promotion of the brand image and its  relationship with the target audience, making the audience to realizes its sustainable fashion practices. The  investigation methodology used in the research consists of an analysis of tools/media communication used  by sustainable fashion brand Rapanui Clothing, trying to understand whether the brand effectively  communicates its sustainability.
TypeConference paper
DescriptionPublicado em "CIMODE 2016: 3rd International Congress on Fashion and Design: proceedings". ISBN 978-972-8692-93-3
URIhttp://hdl.handle.net/1822/43413
Publisher versionhttps://drive.google.com/file/d/0B6iu2JHF3lChdy1ETXBPODAtWFk/view
Peer-Reviewedyes
AccessOpen access
Appears in Collections:DET/2C2T - Comunicações em congressos internacionais com arbitragem científica

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CIMODE2016_MB_ACB_SMR_pt.pdfversão português1,3 MBAdobe PDFView/Open

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