O poder das marcas: produtos licenciados e o comércio de moda

Abstract

In the current fashion market, the young audience is a considerable portion of consumers. There are many strategies that can influence the purchase of a product for this audience, such as licensing of children's characters. Present in food packaging, personal hygiene items, school supplies and print clothing, children's characters are examples of how licensing is able to add even more value to a product. In this scenario, this study aims to develop a children's collection, with licensed brands, being a female with the Barbie theme and a male with the theme Hot Wheels. To attend the objectives were used two techniques: literature search and data collection (questionnaire and interview) in order to know not only the target audience's expectations and esires, but also check the acceptance of the product.