Trend Research and Fashion Branding in the Modern Hyperconsumption Society
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| Format: | Artículo científico |
| Sprache: | en |
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Universidade do Estado de Santa Catarina
2018
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| _version_ | 1876433353805135872 |
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| author | Patricia Ceccato |
| author_facet | Patricia Ceccato |
| contents | Trend Research and Fashion Branding in the Modern Hyperconsumption Society Patricia Ceccato Luiz Salomão Ribas Gomez Comunicación branding Fashion trends modern society Modern society is characterized by the generalization of fashion, which is the appreciation of the new. Fashion brands, therefore, are those whose products renew cyclically, constantly changing. In what sense these changes tend to occur is what trends researches, carried out professionally by style ‘bureaux’, try to predict. Contemporary society is also marked by hyperconsumption, in which individuals acquire much more than the functionality of products: they seek to experience sensations, feelings, share values, lifestyles, and personalities. In this sense, brands attribute much more than a signature to the products, but their management, or branding, aims to associate to their names a series of intangible attributes with which a group of consumers identifies. The purpose of this study, in this scenario, is to describe and analyze the relationships between fashion, hyperconsumption, branding, and trends research in modern society. 2018 artículo científico 1982-615X https://www.redalyc.org/articulo.oa?id=514056552018 https://www.redalyc.org/journal/5140/514056552018/ https://www.redalyc.org/journal/5140/514056552018/html/ https://www.redalyc.org/journal/5140/514056552018/514056552018.epub https://www.redalyc.org/journal/5140/514056552018/movil https://doi.org/10.5965/1982615x11222018175 en http://www.redalyc.org/revista.oa?id=5140 ModaPalavra e-periódico application/pdf Universidade do Estado de Santa Catarina ModaPalavra e-periódico (Brasil) Num.22 Vol.11 |
| format | Artículo científico |
| id | redalyc_514056552018 |
| institution | Redalyc |
| language | en |
| publishDate | 2018 |
| publisher | Universidade do Estado de Santa Catarina |
| spellingShingle | Trend Research and Fashion Branding in the Modern Hyperconsumption Society Patricia Ceccato Comunicación branding Fashion trends modern society Trend Research and Fashion Branding in the Modern Hyperconsumption Society Patricia Ceccato Luiz Salomão Ribas Gomez Comunicación branding Fashion trends modern society Modern society is characterized by the generalization of fashion, which is the appreciation of the new. Fashion brands, therefore, are those whose products renew cyclically, constantly changing. In what sense these changes tend to occur is what trends researches, carried out professionally by style ‘bureaux’, try to predict. Contemporary society is also marked by hyperconsumption, in which individuals acquire much more than the functionality of products: they seek to experience sensations, feelings, share values, lifestyles, and personalities. In this sense, brands attribute much more than a signature to the products, but their management, or branding, aims to associate to their names a series of intangible attributes with which a group of consumers identifies. The purpose of this study, in this scenario, is to describe and analyze the relationships between fashion, hyperconsumption, branding, and trends research in modern society. 2018 artículo científico 1982-615X https://www.redalyc.org/articulo.oa?id=514056552018 https://www.redalyc.org/journal/5140/514056552018/ https://www.redalyc.org/journal/5140/514056552018/html/ https://www.redalyc.org/journal/5140/514056552018/514056552018.epub https://www.redalyc.org/journal/5140/514056552018/movil https://doi.org/10.5965/1982615x11222018175 en http://www.redalyc.org/revista.oa?id=5140 ModaPalavra e-periódico application/pdf Universidade do Estado de Santa Catarina ModaPalavra e-periódico (Brasil) Num.22 Vol.11 |
| title | Trend Research and Fashion Branding in the Modern Hyperconsumption Society |
| topic | Comunicación branding Fashion trends modern society |
| url | https://www.redalyc.org/articulo.oa?id=514056552018 https://www.redalyc.org/journal/5140/514056552018/ https://www.redalyc.org/journal/5140/514056552018/html/ https://www.redalyc.org/journal/5140/514056552018/514056552018.epub https://www.redalyc.org/journal/5140/514056552018/movil https://doi.org/10.5965/1982615x11222018175 |