Proyecto investigación : creación de marca con valores sostenibles
This entrepreneurship project seeks to make visible the development of the creation of the Laurel brand, carried out by Laura Morales, as a slow fashion brand proposal, with awareness of the impact of the fast fashion industry in Colombia and the world, defined from an initial capsule collection. Th...
- Autores:
-
Morales Ramírez, Laura
- Tipo de recurso:
- Fecha de publicación:
- 2021
- Institución:
- Universidad de San Buenaventura
- Repositorio:
- Repositorio USB
- Idioma:
- spa
- OAI Identifier:
- oai:bibliotecadigital.usb.edu.co:10819/8747
- Acceso en línea:
- http://hdl.handle.net/10819/8747
- Palabra clave:
- Fast fashion
Slow fashion
Marca
Colección cápsula
Industria de la moda
Desarrollo sostenible
Moda - Mercadeo
- Rights
- License
- Atribución-NoComercial-SinDerivadas 2.5 Colombia
| Summary: | This entrepreneurship project seeks to make visible the development of the creation of the Laurel brand, carried out by Laura Morales, as a slow fashion brand proposal, with awareness of the impact of the fast fashion industry in Colombia and the world, defined from an initial capsule collection. This in order to contribute to the awareness of the environmental pollution caused by the fashion industry in Colombia through the brand, for it is proposed an intangible identity and tangible image of the brand with sustainable values, and the design of a capsule collection that integrates the sustainable values of the brand from the conception of the clothing, which wants to reflect the love for nature, affordable luxury and projecting a subtle versatile minimalism. Through exhaustive research and surveys, the brand and the capsule collection were developed, taking into account the tastes, needs and preferences of women between 17 and 27 years old, conscious of the environmental impact caused by the industry. |
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