Códigos do luxo como ferramenta estratégica: um estudo sobre o posicionamento de marca na Zara

Abstract

This study investigated how luxury codes, particularly exclusivity, storytelling, and aesthetics, can be translated and applied to other fashion contexts. It began with the understanding of luxury as a symbolic construction, socially legitimized and oriented by the desire for distinction. The main objective was to understand how these codes enhance the perceived value of products and brands outside the traditional luxury circuit. Methodologically, a qualitative and exploratory approach was adopted, grounded in bibliographic review and in the analysis of the brand Zara, used as an example of how luxury codes are operationalized in fast fashion. The results indicated that the translation of these codes generates symbolic value, strengthens differentiation, and awakens desire among broader audiences, although it also presents limits related to legitimacy and perceived authenticity. The study concluded that the strategic appropriation of luxury codes in accessible segments contributes to reflections on new dynamics of value, positioning, and meaning-making in contemporary fashion.