Comunicação, raça e classe: um olhar das relações públicas para as campanhas de moda da arezzo e c&a

Abstract

The present work aims to analyze how the advertising campaigns of the C&A and Arezzo brands construct narratives about race and class, reflecting on their brand positioning. To achieve this purpose, we conducted theoretical reflections and defined concepts, presenting the elements that characterize marketing communication (KUNSCH, 2003), intersectionality of race and social classes (CRENSHAW, 2002) in both brands. Methodologically, we adopted a descriptive qualitative approach, using bibliographic research, documentary research, and content analysis (BARDIN, 1977). In total, we analyzed 79 posts published on the Instagram profiles of both brands during the months of January, February, and March 2023. Through this analysis, we understood the marketing communication strategy adopted by these brands and how it adjusts according to the social class of their target audiences. Additionally, we observed how fashion plays a role in the dissemination of trends and how brands have the social responsibility to promote inclusive communications to contribute to the reduction of social inequalities. We highlight that fashion not only influences trends and standards but also plays a crucial role in the representation of diversity, emphasizing the need for significant progress in the visibility of black individuals. In this context, the importance of Public Relations professionals being attentive to diversity issues is emphasized, recognizing the impact that major brands can have as effective agents of social transformations. This study emphasizes that there is a long way to go to ensure a more inclusive and equitable representation in the fashion industry.