Moda, política e marketing: os posicionamentos feministas de Coco Chanel e a construção da imagem de marca

Authors

  • Eliza Bachega Casadei ESPM-SP
  • Laura Caramelli ESPM-SP

Keywords:

Moda, Feminismo, Coco Chanel, Branding

Abstract

Assuming that fashion is constituted as a social space that transcends the marketing aspects and can be a mediator of social change, the aim of this paper is to study fashion as a communicational medium of feminist political struggle based on the analysis of Coco Chanel’s political positions in interviews. As methodology, we will use content analysis in order to map the most recurring themes in the stylist’s positions and how these themes are connected to the feminist struggle of the period. That said, the aim of the present paper is to understand fashion as a communicational and political object, that is, as a mediator of certain social demands of a historical time and to analyze how it impacted the construction of the Chanel brand.

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Published

2019-12-18

How to Cite

Casadei, E. B., & Caramelli, L. (2019). Moda, política e marketing: os posicionamentos feministas de Coco Chanel e a construção da imagem de marca. International Journal of Business Marketing, 4(2), 10–18. Retrieved from https://ijbmkt.org/ijbmkt/article/view/133

Issue

Vol. 4 No. 2 (2019): IJBMKT

Section

Jovens Cientistas

License

I hereby declare that the present paper is original, not having been submitted, either fully or in part, to any other publication in any other national or international journal. I further state that once it has been published in the International Journal of Business & Marketing (IJBMKT) it will never be submitted by me or by its other authors to any other  journal. Through this instrument, on my behalf and on behalf of the other, perhaps existing, co-authors, I agree to licence the copyright of the aforementioned paper to the International Journal of Business & Marketing (IJBMKT) and I state to be aware that the failure to observe this engagement will submit the offender to the sanctions and penalties established by the Copyright Act no 9609, of February 19th, 1998.