Estudo de caso desenvolvimento do branding de uma marca slow fashion: donna milk

Abstract

This work is a final graduation project, a qualitative research based on bibliographic review, aimed at analyzing the impact of branding on the growth of the fashion brand Donna Milk, structured under the slow fashion model. It is also configured as a case study. For the discussion of the data, we used authors such as Batista and Macedo (2020), Camareira (2016), Fletcher (2010), and Hiller (2014), among others. In this context, we present the generation of value for clients/users; the strategies for building and strengthening brand image in both offline and online markets; as well as the investments aimed at expanding this branding, considering the conceptual and sustainable aspects of small-scale production. The results show that the Donna Milk brand stands out in the fashion market and plays an important role in promoting a more responsible and ethical scenario, leading to significant changes in consumption and production patterns. Thus, this analysis highlights the importance of a business model that combines improvements, sustainability, and branding strategy.