O consumidor e a moda: a aplicação da cocriação no desenvolvimento de peças underwear

Abstract

The goal of the present work is to develop an underwear collection that stimulates women self-esteem during the breastfeeding period. For this purpose, initially there will be the comprehension of post-childbirth feelings as well as the comprehension of physical, biological and psychological transformations that interfere with their selfperception. Subsequently, will be explained the underwear fashion scene and its meaning for women, such as the market availability for breastfeeding women. In this first stage of the work, the method consisted of bibliography research in order to collect information about the topic in question. For the collection development stage will be applied the co-creation method, in other words, a participative creation tool which inserts external individuals direct in the production, aiming to improve or innovate the product or service. Therefore, the work will bring improvements to the underwear segment through the collaboration of women who are breastfeeding or will breastfeed.