Marketing verde aplicado à moda: um estudo de caso da marca Reformation.

Abstract

The sustainable fashion brand Reformation is an American company that identifies itself with a model of production faster, but in a sustainable way, thus becoming the basis for this study. This work aims to understand concepts such as consumption, sustainability and its development over the years and how marketing and the internet has been taking part and influencing this more conscious consumption model. In addition, understanding how fashion brands that define themselves as sustainable use green marketing through the Reformation brand case study. We have done an analysis of your social media as a way to understand how it communicates its sustainable processes and products, bringing awareness of brand building and sustainable development through faster production methods. In order to reach this objective the methodology used was the bibliographical and documentary research with the purpose of understanding and presenting the communication characteristics of Reformation. The research demonstrated how the application process of green marketing in the brand in question is given as well as the communication strategies that Reformation uses with its target audience.