Banca de DEFESA: ADSON DE LIMA CLAUDINO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : ADSON DE LIMA CLAUDINO
DATE: 12/07/2023
TIME: 09:00
LOCAL: meet.google.com/knn-weqh-vci___________________________________
TITLE:

Light on the catwalk: the dynamics of fashion events facing the intertwining of tourism and fashion

KEY WORDS:

Fashion events. Tourism. Culture. Fashion. São Paulo Fashion Week

PAGES: 101
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

Fashion and tourism are contemporary phenomena that symbolize the transformations of society, arising from sociocultural and economic relations of its surroundings. In the search for elucidating too much synergy between these two fields of study, the events sector, and especially the fashion events segment, stands out. Fashion events are authentic and creative events that promote trends and innovations in the fashion chain, disseminate knowledge about the area, irradiate direct and indirect benefits to other  markets, collaborate to the marketing of the destinations that host them and stimulate consumer behavior through desire, such as São Paulo Fashion Week, considered the most emblematic fashion week in Brazil. In this perspective, two questions guided this research, namely: 1) is it possible to establish a link between the fashion and tourism markets? and; 2) in what way the fashion events held in Brazil enhance the tourist destinations that host them? Facing the desire to deepen the discussions of this theme, this dissertation aimed to investigate how fashion events collaborate with tourism, in order to understand the synergy between tourism and fashion. Regarding the methodological aspects, this is a phenomenological research that has a descriptive and exploratory typology, with a qualitative approach. Data collection occurred via Google Meet platform, through interviews with seven professionals who work in fashion events in Brazil and a representative of the Tourism and Events Observatory of the city of São Paulo. We also adopted the bibliographic and documental research in this collection process, using content analysis as a technique for data interpretation and the software Iramuteq (version 0.7 alpha 2) to systematize and structure the results. The results show that tourism and fashion admit correlation when favoring consumption needs, behaviors and desires typical of modernity, being possible to think of dynamics that mutually benefit and can expand their respective sectors. Thus, fashion events are seen as events that enhance this interaction and present a prominent appreciation of Brazilian culture, user experiences, search for innovation and collaboration with other markets. The research findings point out that events of this type have aptitude to work new tourism segments linked to fashion and culture, and that it is opportune to develop strategies to expand these ideas. Thus, this work proposes a new look to the theme of fashion events, based on the attributes of these events as a way to expand the studies in the field of tourism and fashion.

COMMITTEE MEMBERS:
Externa à Instituição - FERNANDA FARIAS VASCONCELOS KREITLOW
Interno - 3142757 - GUILHERME BRIDI
Externo à Instituição - LUIZ GONZAGA GODÓI TRIGO - USP
Presidente - 1530279 - RICARDO LANZARINI GOMES SILVA