A estética rock sob a ótica do design emocional

Abstract

This academic study proposes an exploratory scientific research on a market niche represented by women who like rock and want to adapt this aesthetic to their clothing. To achieve this scope a literature research was completed pertaining to emotional design themes – hedonomics, product functions and rock-identity, subjects used in the brand development of this project. Following that, an exploratory research was completed (both qualitative and quantitative analysis) for gathering data from the same group in that niche, aiming to unveil their preferences regarding clothing products and analyze their purchasing behavior. In conclusion one can observe the increasing valued influence of the rock genre as developed in the fashion brand presented in this project.