A apropriação sociocultural do ''ser carioca''como fonte de diferenciação competitiva sob o ponto de vista empresarial em marcas de moda do Rio de Janeiro

• Ano de defesa: 2019
• Autor(a) principal: Securato, Tuila Pessôa
• Orientador(a): Strehlau, Vivian Iara
• Banca de defesa: Camargo, Ricardo Zagallo, Cordeiro, Rafaela Almeida
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comportamento do consumidor; diferenciação competitiva; estilo de vida; carioca; moda
• Palavras-chave em Inglês: consumer behavior; competitive differentiation; lifestyle; carioca; fashion
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/417

The study lists “being carioca” and sources of competitive differentiation. This research aims to identify the society and cultural appropriation of a lifestyle as a source of competitive differentiation from the business point of view in fashion brands in the city of Rio de Janeiro. The “being carioca” becomes relevant, as it has its own lifestyle and fashion. Since the beginning of the 20th century, the city was considered as the capital of Brazilian fashion and, Ipanema, in the period from 1953 to 1963 was the great laboratory of customs and behavior in the city and in Brazil. Rio de Janeiro, more specifically the Ipanema neighborhood, in the mid-1970s, already concentrated boutiques, with its own fashion for young hipsters. From the moment that the population receives information about fashion, the national industry begins, the woman who sought her freedom, wanted differentiation and style. The literature review refers to “being carioca”, his behavior and lifestyle, stylish in the Brazilian and carioca context, his cultural influence and changes of scenery due to the high competitiveness of the sector and ways of differentiation in the fashion segment. The interviews with fashion brands owners of Rio de Janeiro, and professionals in the area become relevant to the research in order to understand its attributes of the brand, how the owners see the brand and what makes it a fashion brand from Rio, as well as understanding the carioca lifestyle.