We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
A INOVAÇÃO CONFRONTADA COM AS TENDÊNCIAS VINTAGE E RETRÔ: UM ESTUDO DE CASO NA INDÚSTRIA DA LINHA BRANCA.
- Authors
Barlach, Lisete; Pereira dos Santos, Lucas
- Abstract
Although recognized that there is a trend to launch products with retro design and vintage style, there are few studies that analyze the phenomenon and even fewer that face the apparent paradox of such a trend in times of innovation. Through a qualitative research, based on documentary and bibliographical analysis, this article discusses this phenomenon, seeking to contribute to its better understanding. Concludes that the retro trend and vintage style, as social representations, refer to the desire to retrieve previous moments of the production process or, as claimed by Yamamari (2013), "try to evoke a sense of uniqueness possessed by a handmade product, referring to an era in which the goods were necessarily made with a greater expenditure of time and work, which implies a careful and personalization production method". The social representation of artisanal products, in the symbolic universe, has been appropriated by marketing strategy and used by large enterprise innovation areas, being successful in answering, in the imaginary sphere, the desire of consumers.
- Subjects
HOUSEHOLD appliance design &; construction; RETRO (Style); VINTAGE clothing; INNOVATION adoption; COLLECTIVE representation; HOUSEHOLD appliances industry; HOUSEHOLD appliances; INDUSTRIAL design -- Social aspects; MARKETING
- Publication
Revista de Administração e Inovação (RAI), 2015, Vol 12, Issue 2, p255
- ISSN
1809-2039
- Publication type
Case Study
- DOI
10.11606/rai.v12i2.100341