Examinando por Materia "Moda"
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Ítem Analysis of the stimuli of londoners´ fashion-oriented impulse buying behaviour(Universidad EAFIT, 15/12/2010) Silvia M. Ceballos; Universidad EAFIT, Universidad Pontificia BolivarianaÍtem El Derecho de la moda y su evolución en Colombia. Los retos legales que se derivan de la aplicación del Derecho de la moda en Colombia(Universidad EAFIT, 2022) Delgado Ramírez, María Paula; Duque Duque, Susana; Vélez Villegas, Juan EstebanThe fashion industry is one of the largest in the world. However, this sector has been affected by the absence of specific legal protections for its form of operation. This situation has created the need in the legal world to modify the existing mechanisms so that they can be better adapted to the requirements of fashion protection, seeking the effective security of creativity, originality, and work in general of the people who work in this environment. In the development of this article, certain key concepts such as "fashion industry", "intellectual property", "copyright and related rights, "industrial property", among others, will be defined to show the challenges faced by the fashion industry for the protection of creative processes of both, large and small designers, within which regulatory gaps and insufficient rules on intellectual property stand out. At the same time, the legal mechanisms that have been implemented at the international level to protect the different designs of clothing, from copyright and related rights to industrial property and its different types of protection such as patents, industrial designs, and trademark registration, will be studied. On the other hand, intellectual property applied to the fashion industry in Colombia and the need to integrate into the legal system special rules known as “fashion law”, that strictly meets the needs of the fashion industry, will be addressed taking into account the legal challenges that this implies. Finally, it will be mentioned which may be the possible solutions to these legal challenges that arise in Colombia, based on international regulations, analyzing their application, status and their suitability to efficiently face such challenges and there for achieve to enhance the benefits that the inclusion of a fashion law represents for the Colombian industry.Ítem Estudio acerca del uso que las marcas de moda en Medellín, Colombia hacen de la técnica del Storytelling a través de Instagram y recomendaciones para emplearlo efectivamente(Universidad EAFIT, 2022) Moreno Gómez, Camila; Acevedo Mejía, Erika Cristina; Escobar Escobar, Ana CristinaWith the general objective of establishing recommendations so that fashion brands in Medellín, Colombia, can effectively incorporate Storytelling into their Instagram accounts, this research began by determining the relevance of said social network for fashion brands’ communications. Then, it was identified which fashion brands in Medellín effectively use Storytelling in their Instagram profiles. In addition, the content published in the Instagram profiles of some brands in this city were analyzed, to study how they use Storytelling. To achieve the general and specific objectives of the research, qualitative methods of data collection and analysis were used. Although multiple studies have been carried out on the benefits of the use of Storytelling by brands, others that have focused on the use of Storytelling through social networks, and a few others that have done so with an emphasis on fashion brands, there is still a research gap regarding the use of Storytelling by fashion brands in Medellín, through Instagram. This study aims to analyze this issue in the city of Medellín.Ítem Estudio de prefactibilidad para la creación de una empresa de pijamas y loungewear en la ciudad de Medellín(Universidad EAFIT, 2023) Álvarez Jiménez, Luisa Fernanda; Gómez Salazar, Elkin ArcesioChanges in the way of dressing over time will always be an opportunity for the creation of new ideas and projects in the textile sector because it is constantly fluctuating either for fashion or comfort. Currently, when it comes to dressing, we have a number of scenarios in which comfort prevails over other needs, such as work at home as a result of COVID-19, casual outings, trips, meetings at home, and that is why the document presented below evaluates the pre-feasibility for the creation of a pajamas and loungewear company in the city of Medellín, using the UNIDO methodology, which through the sectoral study, the market study, technical study, legal study, environmental study, financial evaluation and risks analysis, will determine that the project is truly viable and attractive to investors.Ítem Expresión del adulto mayor mediante el acto de vestir(Universidad EAFIT, 2021) Tobón García, Camilo; Vásquez Ochoa, Andrés MiguelThe present work aims to describe how some older adults express themselves through the act of dressing. To answer the question, a descriptive qualitative research was carried out in which 5 older adults participated from the city of Medellín belonging to a medium-high socioeconomic stratum. The results show a positive, optimistic and critical attitude towards old age at such a time in the life cycle, as is also recognized by the act of wearing a form of language that communicates and seeks to be heard by a society that, within the framework of the system of fashion, has been indifferent to this population in constant demographic growth.Ítem Hablemos de brasieres : motivaciones de compra de mujeres centennials entre 16 a 22 años en Medellín, Colombia(Universidad EAFIT, 2021) Carvajal Casas, Diana Marcela; Toro Bermudez, Mauricio; Saldarriaga Sierra, Adriana MarcelaÍtem Influencia de las instagramers en las preferencias de moda de sus seguidoras : exploración desde la actitud y la motivación.(Universidad EAFIT, 2019) Gonzalez Ibarguen, Maily Yiseth; Ceballos, Lina María; Rojas de Francisco, Laura IsabelÍtem Memoria plan exportador para Pineapples don't have sleeves(Universidad EAFIT, 2021) Cardona Uribe, Juan Esteban; Henríquez Díaz, Ángela María; Uribe de Correa, Beatriz AmparoIn this memory are exposed the key points in the counseling for an export plan with the company Pineapples Don’t Have Sleeves, which participates in the chamber of commerce of Medellin program, where EAFIT University participates with counseling from graduate students and experts advisors in foreign trade to SMEs from Antioquia, with the objective of developing an export plan that allows them to respond to the main aspects that needed in the elaboration and setup of the international commercia strategy with an action plan. We will evaluate both your export potential as well as a shortlist of markets and an analysis of the product in the target markets.Ítem El papel de la moda en los movimientos sociales en Antioquia(Universidad EAFIT, 2023) Gómez Barth, María Paz; Gañan Moreno, AndersonObjective. To characterize the role of fashion in social movements in Antioquia. Method. This research will be a qualitative and descriptive cross-sectional study, with a type of case study design. A semi-structured interview was applied to people over 18 years of age from different social movements. Results. It was found in general terms a high and direct relationship between fashion and urban tribes, as the members of this use fashion as a way of expression and liberation. In which fashion is a tool and ally because through this members manage to identify certain movements and tribes and thus manage to externalize their views in front of society. In turn, the importance of the history of fashion was found, in relation to the struggles that continue to be lived in today’s society. Conclusions. It is of great importance to understand that fashion is something that historically has always been linked with the sociocultural contexts of people, how they live and how they express themselves. In this way, analyzing how people decorate their bodies makes it possible to understand what ideals they have, what struggles they support, and what role they have within society.Ítem Plan de mercadeo para Maquí(Universidad EAFIT, 2024) Blanco Briceño, David Santiago; Henríquez Díaz, Ángela María; Mejía Gil, Maria ClaudiaÍtem Plan de mercadeo Sara Gaviria Creadora(Universidad EAFIT, 2022) Bianchi López, Oscar Eduardo; Serrano Rivero, Sergio AndrésThis research project has been dedicated to identifying and relating the main tastes, behaviors and opinions of current and potential clients of the Colombian brand Sara Gaviria Creadora. The study is mainly qualitative, with an exploratory approach. To develop the present study and taking into account the knowledge of the brand, the meaning it has and the need for validation, an in-depth semi-structured interview was implemented with eleven people, including current and potential clients of the brand, identifying their level of affiliation, affinity and general opinions of the brand, the concept, the designs and the presentation. Finally, the approach of a marketing plan with strategies and tactics applicable to the Sara Gaviria Creator brand is conducted to increase the positioning of the brand at the local level.Ítem Plan exportador : Confecciones Millar S.A.S.(Universidad EAFIT, 2024) Grignard Almeida, Jean Francois; Henríquez Díaz, Ángela MaríaÍtem Plan exportador Adrissa(Universidad EAFIT, 2024) Mejía Sánchez, Andrés; Henríquez Díaz, Ángela MaríaÍtem Plan exportador Confeccionarte S.A.S.(Universidad EAFIT, 2020) Clavijo López, Daniel; Zúñiga, Jaime Alberto; Giraldo, Gina MaríaÍtem El rol de las marcas como mecanismos de protección legal en la industria de la moda(Universidad EAFIT, 2023) Delgado Ramírez, Isabela; Pava Gutiérrez De Piñeres, María AlejandraThe fashion industry, understood as the economic and industrial activity that aims to regulate the interactions and commercial relations of fashion, is one of the most important industries today, with global revenues of 1.7 trillion dollars in 2021 (Fahion United, n.d., para. 6). However, this industry has a number of particularities that make its legal protection not only necessary, but also unique to the industry. Thus, characteristics such as the constant search for trends, the constant change and dynamism, the prevalence of intangible assets resulting from the ingenuity of designers, or the dual utilitarian and aesthetic dimension of fashion designs make it necessary to have a robust legal regime that responds to the particular needs of this industry. Among the multiple legal protection mechanisms that have been established in order to safeguard the designs of the fashion industry and to promote originality and innovation, the Intellectual Property regime is a mechanism that is considered essential, since it offers different legal alternatives that manage to provide protection for the intellectual creativity of designers. In particular, trademark law has become a recurrent mechanism used by designers and fashion houses to grant legal protection to their logos and expressions, but also to more particular elements such as designs and elements within them. This is because trademarks enable the construction of close relationships between consumers and entrepreneurs. Thus, said signs create an almost immediate association of concepts and positive feelings towards a particular business origin. On the other hand, trademarks provide more durable legal protection than other Intellectual Property rights, such as industrial designs or copyrights. Therefore, trademarks become allies of the fashion industry and manage to grant extended legal protection to several aspects of the fashion industry that, traditionally, did not enjoy an effective protection mechanism. This research will define the different ways in which trademarks, both traditional and non-traditional, can provide legal protection to the fashion industry. In addition, cases from the Colombian context will be used to evaluate the effective materialization of trademarks in the fashion industry. On the other hand, reference will be made to recognized cases from around the world, with the aim of demonstrating the different nuances and understandings that are generated around trademark protection in the fashion industry. In accordance with the above, the challenges faced by the fashion industry in terms of trademark protection will become evident from this analysis. Among these challenges are the lack of homogenized criteria in relation to non-traditional trademarks, the possible limitation to free competition by granting undefined trademark rights, and other criteria that will be developed in this research. Finally, mention will be made of possible alternatives to be implemented as a mechanism for resolving the problems raised throughout the research.Ítem Significación de la moda andrógina en los jóvenes de Medellín(Universidad EAFIT, 2024) Toro Arenas, Salomé; Ochoa Gómez , Isabella; Orejuela Gómez, Jonny JavierÍtem El uso de los arquetipos en la industria de la moda en Colombia(Universidad Icesi, 2014-01-01) Ceballos, Lina Maria; Villegas, JulianaLos arquetipos se han presentado como una herramienta poderosa para la definición de la personalidad de marca y son especialmente útiles en el mercadeo de marcas de moda. El presente estudio busca comprender el uso de los arquetipos en empresas colombianaÍtem Vestirse bien no es suficiente atractivo(Universidad EAFIT, 2007) Cubillos Vergara, María Carolina; Universidad EAFITÍtem Will ‘Eco-Fashion’ Take Off? A Survey of Potential Customers of Organic Cotton Clothes in London(Universidad EAFIT, 13/06/2010) Lina María Ceballos Ochoa; Universidad EAFIT