Surfwear: um mercado em expansão: criação de uma marca

Abstract

The surf sports born on fears of the 40s, when people for Polynesia discover the island of Hawaii. The hawaian culture and the surf was structure together. The surf that in the begin was consider a sport for king, today is view like a culture. So in this context was born the surfwear, that means the style of clhothe for the ones who enjoy the surg culture. This market appears as a great business opportunity, much more than just surfing a sport can be regarded as a lifestyle. The following work focuses on some points of fashion marketing and analyze this growing market, for a create a branding for the branch. After all consumers have a range of surfwear of different values and opinions, which subdivide the segment into niches to be explored very expressive. Even as a new branch in Brazil, the surfwear industry is the segment of the apparel industry had the largest growth over the past ten years. The following project believes that the surfwear, has explored some parameters. Brazil is by having a favorable climate, extensive coastline, young population and other factors, has become a totally viable for the surfwear industry. Thus the paper aims at establishing a stable brand in domestic and international future. Ethnographic research was conducted in order to better understand the desires of your consumers. The project develops a marketing plan to establish a brand that conveys all the ideals of surf culture, consisting of high quality products and different materials. After surfwear consumers have a number of different values and opinions, which subdivide the segment into niches to be explored.