O papel da produção de moda na comunicação visual de uma marca no Instagram. Estudo de caso: A Blusaria

Abstract

The purpose of this present article is to prove that across fashion production based on in-depth studies on brand ideals, objectives, target audience and product dissemination and sale platform, it is possible to obtain a visual image consistent with the brand identity, thus providing greater engagement with customers and customer loyalty. To this end were perform a) a fashion production for the bran A Blusaria released on Instagram and b) the data analysis provided by the social media and reports with rankinf of photos with most likes and comments, obtained by the site Reportei,breferring to the months OctoberNovember – Campanha Flutua disclosure period – which were compared to August - the biggest selling period of 2019. To theoretically support the fashion production made for the brand, we use the concepts of emotional design and genderless fashion, which are precepts that the brand look for propagate. As result, we got a visual image closer to the values spread by the brand, whitch increased the brand's visibility on the platform used and increased customer engagement – which can be measured by increasing the number of followers, comments and likes.