| dc.description.abstract | The present work elaborated on how to create conditions for the development of an
online platform, here called "Moda Pernambuco", dedicated to serving both local
entrepreneurs and their brands and consumers interested in consuming artisanal
fashion locally, as well as services and information that converge for these two distinct
target audiences, now separated, each seeking their identification. For this, it was
necessary to invest in a bibliographic review focused on topics such as concepts of
Creative Industries and their uses for local markets, strengthening of networks, activity
consumption, branding, marketing and, specifically, fashion marketing. Among the
applied methodologies are qualitative research, with in-depth interviews and
netnography. From these elements, you can understand how the independent fashion
brands in Pernambuco are getting stronger, using branding, communication and
entrepreneurship techniques; an attempt was also made to identify which form of
disclosure was most used to reach customers and identify loyal customers; and, based
on these issues, a virtual platform must offer small local fashion businesses to
contribute to their business. Four fashion brands from Pernambuco were selected, two
that obtained institutional support to develop and two that signed without such
monitoring, and recorded in-depth interviews with those responsible for them, in
addition to following the interactions with these brands with their audiences on social
digital Instagram network. This work resulted in guidelines for building not only the
Moda Pernambuco platform, but a business based on information, consultancy and
scenario analysis, as it is perceived that this market is little explored in the State and
there is a lack and lack of knowledge on the part of fashion entrepreneurs for these
themes, which are essential for the development and sustainability of brands. | eng |
