Projeto de moda: desenvolvimento da marca Chrisos

Abstract

The objective of this work is to analyze the development and implementation of a new women's fashion brand specialized in fast fashion. The work is divided into nine chapters. The first one, a brief global history about fast fashion is made, followed by a study of this in Fortaleza, and its prestige model, which is done by researches at the Zara’s brand. The second explains the methodology. The third chapter, a market research was done. The fourth one the necessary factors of the brand development are investigated. In the fifth, the process of the first collection is benchmarked. The sixth, a visual brand identity is verified and in the seventh the physical structure of the store was observed. The last one, is about online medias. Thus, it is concluded by the viability of a fast fashion brand development combined with the young female consumers concept of prestige.