Sedes · 2022

Creación de marca para jóvenes caleños con un enfoque vallecaucano y dadaísta que contribuye a la inclusión e identidad de género

Through the following work, a series of questions, statements, investigations and validations are displayed that support the initial questionhow to couple and exalt Valle del Cauca cultural elements with the Dadaist artistic movement in the wardrobe for a genderless brand in the city from Cali? That said, some objectives are established that guide the process to be carried out to answer that question and project a position against the proposed content. The center of this research is to offer a different look to the consumer, to be an inspiring focus for those who want to get out of their comfort zone and above all, to creatively experiment with clothing proposals without being seen as women's clothing and/or a male audience, but rather as a whole, without prejudices, stigmas or social paradigms. As a brand, we are aware of the changing and diverse context in which we find ourselves, both entrepreneurs and individuals, where new terminologies and trends are constantly used that society even adopts as lifestyles. From this, a common thread arises from what the market is demanding, to the strategies that are implemented as a brand to attract the public with elements based on the auditory (videos) and visual (photographs) field that are reflected in social networks. As stated above, fully understanding Generation Z is to have a futuristic, daring and altruistic vision, but at the same time fragile, sentimental and vulnerable, also responding quickly as a commitment to satisfy those desires, reducing insecurities and the risk that may arise in the face of a new brand in the sector, effectively communicating the DNA of the enterprise. For the development of the project, 3 different concepts are taken, which become a fundamental part to mark a distinctive line in the market. Valle del Cauca provides its characteristic volumes, textures, freshness, airs of joy with touches of spontaneity and a growing population of young people, providing an encouraging panorama to also give way to the inclusion of gender, which allows the implantation of a collective conscience in young people, being the most imbued with information, maintaining a more open mind on issues such as diversity and genderless clothing. Dadaism is taken as a key piece of DNA, merging future trends to recreate distinctive and inclusive costumes, mixing different colors, textures, silhouettes and disruptive characteristics and involving asymmetry in designs, to create a cultural appropriation that gives strength to the meaning of a youth without stigmas or social paradigms. Throughout the research process, the role of coolhunters is adopted to build each part of the project and, at the same time, apply terminologies seen throughout the degree in costume design. Interviews and surveys are carried out throughout the project, which allow a much more detailed approach to the target market, connecting with generation Z through digital media such as Facebook and Instagram, allowing the brand to become familiar with the young people of vallecaucanos, taking their opinion as a fundamental part for the construction of DNA. The constant validation with consumers about the color palette, patterns, packaging, brand, silhouettes, favorite garments, experiences with other brands and personal tastes, will allow us as entrepreneurs, to affirm, deny and/or question the reading of the market that we will practice as youth, students, coolhunters, and costume designers. Finally, the last phase of this work is reached in which design proposals are evidenced that highlight the inclusion of gender, the essence of Valle del Cauca and the Dadaist artistic movement, from which a concept starts, details that surround and govern it by some determinants and design requirements, accompanied by marketing and branding actions associated with generation Z, thus assuming the role of the next costume designers.

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