Moda praia e cocriação: o prosumer como facilitador na criação de uma marca de moda

Abstract

The work takes as starting point the evolution of beach wear and how Brazil became a phenomenon in the fashion segment. It seeks to understand the changes caused by the media technological advancements aiming comprehend how consumers switched from passive to active. Therefore , the research topic seeks to verify what is the real importance of prosumer as coproductor of contentes and products along a fashion brand, searching to be able to build a beach and ‘after beach’ wear fashion brand. Moreover, this study intend to respond the problem: how prosumer and their behavior could contribute to development of a fashion brand. The general object of this work is to create a fashion brand of beach wear and ‘after beach wear’, to develop a collection and to plan all the communication, being the prosumer part of the process.