TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | ANALYSIS OF SAVAGE X FENTY S BRAND BUILDING BASED ON DIVERSITY | ||||||||||||
| Autor(es): |
GIULIA PAES LEME DE FARIA |
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| Colaborador(es): |
VIVIAN PEUKER SARDON STEINHAUSER - Orientador |
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| Catalogação: | 17/JUL/2023 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=63245@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=63245@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.63245 | ||||||||||||
| Resumo: | |||||||||||||
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This research analyzes the brand building of Savage X Fenty based on
diversity. Launched in 2018, Rihanna s lingerie brand gained attention for its
surprising level of inclusion and representation in a market dominated by the slim,
white beauty standard. Thus, bibliographic research was conducted on the
fashion market context regarding the propagated beauty ideals and the brand s
marketing strategies. Additionally, field research was carried out with young
Brazilian women to gather information on the consumer s perspective and the
fashion industry s internal viewpoint regarding the approach to diversity and
representation in brands and their marketing strategies.
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