El consumidor peruano y su percepción sobre la moda sostenible en Gamarra
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Issue Date
2020-12-02
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The Peruvian consumer and their perception of sustainable fashion in GamarraAbstract
Este estudio analiza las percepciones del consumidor acerca del uso de la característica moda sostenible, empleada a través del vintage y el upcycling, como parte de la estrategia de branding de una marca independiente ubicada dentro del emporio comercial de Gamarra en Perú. Se realizó una metodología cualitativa para analizar sus percepciones respecto al caso de estudio elegido, la marca Infinity Beyond, la cual comercializa las técnicas de moda sostenible antes mencionadas. Se llevaron a cabo 15 entrevistas semiestructuradas a mujeres clientas de la marca y seguidoras de su cuenta oficial en la red social Instagram. La característica Moda Sostenible dentro de la estrategia de branding de una marca independiente ubicada en el emporio textil de Gamarra ayuda a diferenciarla y posicionarla frente a los demás pequeños negocios porque presenta características y beneficios relacionados a la sostenibilidad y autenticidad de sus productos, aunque el público no necesariamente conoce con exactitud qué es moda sostenible.This study analyzes consumer perceptions about the use of the sustainable fashion characteristic, especifically vintage and upcycling, as part of the branding strategy of an independent brand located at the commercial emporium of Gamarra in Peru. A qualitative methodology was carried out to analyze the perceptions regarding the chosen case of study. It was the brand, Infinity Beyond, which markets the aforementioned sustainable fashion techniques. Fifteen semi-structured interviews were carried. The participants were women, clients of the brand and followers of its Instagram official account. The sustainable fashion characteristic in the branding strategy of an independent brand located at the textile emporium of Gamarra helps to position and differentiate it from other small businesses, because it presents characteristics and benefits related to the sustainability and authenticity of its products, even though the public does not necessarily know exactly what sustainable fashion is.
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info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/embargoedAccessAttribution-NonCommercial-ShareAlike 4.0 International
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