O comportamento do consumidor masculino da marca COLCCI em Fortaleza

Abstract

This article presents an analysis of the consumption expectations of the male consumers of the Colcci brand. Based on the historical context of the construction of the masculine gender, its relationship with the clothing and understanding of how Colcci communicates to identify the masculine public strengthens that consumes the products of the brand, as well as the motivations that lead them to buy. The research is of a basic nature with descriptive qualitative analysis and procedures in bibliographic studies on gender, clothing and masculinity, fashion and consumption, and a brief presentation about the Colcci brand. For the data collection, a questionnaire was applied in the Google Forms platform from November 2017 to May 2018, in which a sample of sixteen consumers was obtained.