Viralização no universo da moda: marca, posicionamento e estratégia no ambiente digital

Abstract

The present work aims to understand the relevance and possibilities of using viralization strategy in the context of digital marketing to strengthen brands in today's fashion market. To this end, a qualitative, exploratory approach is used, gathering data and materials from different sources to deepen the proposed theme through a bibliographic review, divided into three stages: theoretical deepening into the concepts of branding, brand positioning, and the viral phenomenon, contextualizing them also in the digital context; followed by an investigation focused on the relationships between trend, fashion, and fad, exploring the communication associated with the fashion scenario and its concepts as signs; extending to a multiple case study on the fashion brands MSCHF, Jacquemus, and the brand Buffalo associated with the personal brand of the artist Manu Gavassi, in order to analyze the strategies used, retrieving the studies presented in the previous chapters. At the end of this study, it is possible to verify the variety of strategic approaches that explore different meanings and symbols, such as representations of the environment, the ugly, and personality, through viral digital communication, aimed at the same purpose of positioning themselves before their consumers. [resumo fornecido pelo autor]