O designer como o responsável por preservar a identidade da marca ao longo da produção das coleções de moda

Abstract

The aim of this research is to examine the responsibility of the fashion designer in maintaining the identity of a brand, since it is the designer the one who materializes ideas in the process of product creation. The main objective of this study is to determine what can be kept as a record of the creations of fashion companies, enabling designers to elaborate their own repertoire of information as well as to consult such information to build an identity between the pieces, the brand and previous collections. The first part of the thesis consists of a literature review with special attention to the topic known as fashion collections. In the second part, an analysis of fashion collections in the designing process is made. Then, along with the aid of academic advisors, we address the main skills a designer needs to master in order to design garments. It should be emphasized that this study is also valid for other areas of design since this thesis deals with the intersection of tangible and intangible data that help the designer to envision solutions in the creative process. The first two parts of this thesis support the last one, which consists of confronting theory with practice in order to verify the adherence between them. This study was made possible though interviews with professionals and visits to fashion companies in Rio de Janeiro. The research has resulted not only in a suggestion of what can be stored, but also in a reflection on the quality of the data that can be stored in order to ensure brand identity visualization over time. We consider that this work contributes to emphasize the importance of the role of the designer for the fashion industry.