Examinando por Materia "Moda rápida"

Mostrando 1 - 3 de 3
  • No hay miniatura disponible
    Publicación
    Actitudes respecto de la moda sostenible en jóvenes de Medellín que inciden en la toma de decisiones de consumo
    (Universidad EAFIT, 2022) Yepes Paz, Camila; Orejuela Gómez, Johnny Javier
  • No hay miniatura disponible
    Publicación
    Construcción de una marca personal sostenible en la industria de la moda
    (Universidad EAFIT, 2026-03-26) Henríquez Guerrero, Lizeth; Maya Sierra, Santiago; Ceballos Ochoa, Lina María
    Personal branding is a brand built from an individual that offers a differential value based on what makes them unique. In the case of a fashion personal brand, this differential value generally lies in what makes a designer unique. Various studies have determined that personal brands influence satisfaction and employability, among other factors. Likewise, sustainable fashion, including movements such as slow fashion, continues to experience significant growth and tends to consolidate its relevance in purchasing decision-making in the coming years. The objective of this thesis is to integrate sustainable fashion into personal branding through the redesign of the brand-building model applicable to a sustainable fashion personal brand. The ultimate purpose is for sustainable fashion personal brands to access a tool that allows them to build powerful brands to attract fashion lovers, motivate fast fashion consumers to use this type of product, and effectively reflect the circular economy in their proposals. This exploratory and descriptive study, based on a qualitative method, focused on primary data from fashion lovers, and from experts in the industry and in sustainability topics. This allowed for a deeper understanding of Keller’s brand model and to adapt it to guide the construction of a successful and well-positioned sustainable fashion personal brand in the market.
  • No hay miniatura disponible
    Publicación
    Plan de mercadeo Selva&Flora
    (Universidad EAFIT, 2024) Hernández Barrera, Simón Alberto; Luna Omaña, Camila Sofía; Henríquez Mejía, Ángela María
    Decades ago, bringing together concepts like fashion and sustainability could be considered a challenge. On the one hand, fashion could be understood by some people as a minor issue, ignoring its social, cultural, political value and its contribution to the economy. In addition, the textile industry has been discredited for years because of its association with environmental pollution effects. On the other hand, the concept of sustainability is misunderstood because there are no clear boundaries on its scope and limitations: which activities are considered as sustainable? , what are the limitations of the production sector in terms of incorporating environmentally friendly processes? , what are the characteristics of a person who declares himself as a green consumer? The purpose of this degree work is to create a marketing plan for the sustainable fashion brand Selva&Flora. The objectives of the plan are to obtain information that contributes to the understanding of the profiles of potential customers of the brand, as well as contributing to the visibility of the brand, which is going through an important restructuring.