Branding como ferramenta de posicionamento para marcas de moda sustentável.

Abstract

Considering the relevance of the debates on sustainability and conscious consumption currently, mainly related to fashion brands, this research seeks to understand how branding is used by sustainable fashion brands to build their positioning. For that, a case study of the Gaucho brand Mudha Eco Fashion was carried out, through participant observation techniques and content analysis. In addition, a theoretical review was carried out, in which the topics related to consumption and consumerism, trends of conscious consumption, fashion, sustainability and branding were examined, verifying how these concepts fit into the positioning of the Mudha brand. The results show that Mudha uses a variety of branding tools to build its position as a sustainable brand, inside and outside the company.