TCC FORMATADO PRONTO FUNDAO UNIVERSIDADE ... - Furb

ABSTRACT
Communication is a fundamentally important element in the textile industry. It is
through this instrument that fashion companies communicate and broadcast their
products and services. The Brazilian textile sector has a historical and crucial
participation in the process of the country’s industrial development, for it was one of
the first industries to be established here.
This research looked to analyze how Colcci’s brand became a reference into the
Brazilian fashion world. Especially for the past five years.
To achieve the proposed goals in this work, an exploratory qualitative research of a
case study that involves the marketing department for Colcci was made, along with
other information raised by the researcher.
Though the analyses of the brand’s communication it is visible how Colcci changed
its positioning and how it invested in a change of market segment strategy betting on
a new concept, leaving the basic behind to become fashion. In this study it was
concluded that the marketing strategies are extremely effective for a brand that goes
through a reposition and wins a new concept, where it goes from a knitting factory
with basic products to a differentiated conceptual communication, reaching the
broadcasting and becoming a remarkable brand that’s goes along with the fashion
tendencies.
Keywords: Marketing, Brand, Fashion and Communication
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