Estratégias para inserção de marcas de streetwear no mercado brasileiro: estudo de caso da marca Efeagah

Abstract

From the Renaissance to the Contemporary era, fashion has served as a form of cultural expression, reflecting social, political, and artistic changes throughout history, culminating in the emergence of the streetwear style. This project also incorporates the study of marketing, specifically focusing on the strategies behind the concept of Brand Equity. In this context, the aim of this monograph is to identify strategies that streetwear brands can adopt to optimize their entry into the Brazilian fashion market. Through the theoretical framework, developed by analyzing the works of authors such as João Braga, Denise Pollini, and Gilles Lipovetsky, the historical context of fashion is explored, spanning from the Renaissance to the Contemporary era, and highlighting how historical events have transformed the concept of fashion over time. Additionally, as part of the theoretical framework for the strategic analysis of brand market entry, insights were drawn from the works of authors like David Aaker, Philip Kotler, and other prominent figures in the field. The study includes a case analysis of the streetwear brand Efeagah, created by Franco Henz. Data were gathered through an interview and questionnaire, with Franco's responses forming the foundation for the analysis. After collecting and transcribing the interview, the data were evaluated to identify the most suitable strategies for a brand aiming to establish itself in the fashion market. [resumo fornecido pelo autor]