Desenvolvimento de produto: Purpúrea moda evangélica

Abstract

The evangelical Christian environment has been spotlighted by the media and the number of followers has grown at local and national levels. The Pentecostal Movement is the hightlight of this growth and exerts strong influence on how clothing should represent the change in life promoted by conversion. Christian women seek clothing that are in accordance with religious standards, modest and discreet. Based on this potential consumer market in the city of Fortaleza, the development of a brand geared toward evangelical young women has been proposed. Through market and target audience studies, the brand Purpúrea was created. It is aimed at romantic women who value products with fashion information. Through a concurrent market study, a deficiency was noted in evangelical fashion product offerings to the C and D classes, which were then chosen as the target audience of the brand. The clothes produced and marketed by the brand are a reflection of the nature of the Christian woman, discreet and elegant, but young. Brand identity is based on the need of the customers to be able to transmit and honor biblical standards through their clothing. This identity is manifested through brand communication such as websites, fanpages and blogs, as well as elements of visual programming. The sale of the clothing line is achieved via stores (wholesale and retail), resale, and through the website.