Sustentabilidade e brechó: um estudo de caso da marca cearense Revival

Abstract

Revival is a fashion brand from Ceara that works as a thrift store and a shared shop, searching to link to its concept of a sustainable lifestyle and to promote a conscious and local consumption. This work aims to understand the sustainability concepts, specially on how it's been used in the fashion world through Slow Fashion, Upcycling and others; the conscious consumption and how the marketing throughout the social media, specially Instagram, is used to promote a more conscious way of consumption. Also, the way how cyberculture works to analyse Instagram and the interactions that occurs on it were understood. Then, it was analyzed Revival's main social media, Instagram, aiming to understand how the brand uses digital marketing to spread its lifestyle. To reach the goals proposed on this work, it was made an bibliographic and documental research to understand how the brand uses these concepts onto its construction and communication. Also, it was made a semi-structured interview with the owners of the brand in order to comprehend how Revival was born, how it sees itself, the concepts that are linked to its construction and its goals. The search showed how the marketing and sustainability are applied in the construction of the brand, how the brand works as a thrift store and how it builds its communication based upon its persona and the lifestyle instigated by it.