Estratégias de relações públicas na moda: um estudo de caso

Abstract

The present study has as its theme the Public Relations strategies that are developed in the fashion market. The delimitation of the theme brings the Public Relations practices used by the innovative enterprise in the branch of fashion called MALHA. The general objective of this research is to identify which Public Relations practices are used in the current field of fashion through this empirical object of study. The specific objectives of this research are: a) to identify and analyze the actions and strategies of Public Relations used by MALHA by the media bias of the organization; b) classify such actions and strategies and; c) analyze whether new Public Relations and fashion consumption practices are emerging. The methodology used in this study covered a bibliographical research on the subject as well as a descriptive research. The data collection took place through a systematic observation and analysis of the institutional site and the Fanpage of MALHA. The study covers the following concepts: fashion, fashion consumption, strategic communication and also refers to the theories around the activities and functions of Public Relations. To do so, it is organized in three chapters: Fashion: Concept, History and Consumption, Interfaces between Public Relations and Fashion, Case Study: MALHA. In addition, the actions and strategies of Public Relations employed by MALHA act in the sense of creating relationship experiences that encourage the identification of MALHA values that are of collaboration and sustainability, to build a relational bond based on these values.