Marcas sustentáveis: um novo cenário para a economia criativa

Abstract

The study deals with the creative economy and its innovative potential in relation to the brands that have a sustainable identity in the fashion of Ceará. Aiming to verify if it is possible for a company to remain sustainable and grow within the premises observed in the creative economy movement, four brands were studied that originated within the state of Ceará. It was sought to understand through a questionnaire applied to brands the potential growth of the business following the concept of sustainability and the trends presented by the creative industry. Historical aspects and statistical data on the creative economy in Brazil, fashion in the ceará and sustainability were also discussed. The results showed that these brands have considerable growth prospects, and that despite finding some barriers in the areas of public promotion and consumer awareness, they are betting on strengthening local fashion through innovative ideas applied in the production of their pieces.