Geração y: satisfazendo os desejos das consumidoras

Abstract

This work is aimed at studying the behavior of Generation Y to the creation of a brand of fashion products associated to the public that is connected to the technology, interactivity and globalized world. In order to satisfy the wishes of these consumers the junction of Emotional Design and Fashion Design provided a new approach to express the behavior of the “Y” that was demystified by the interviews and questionnaires. The concepts of Emotional Design adopted by Donald Normal were associated to researches of macro and micro tendencies in order to elaborate a collection of female clothes with emotional value connected and coherent with their expectancies and life style. Besides the fashion products, the research also provides a reflection about new ways of approaches to achieve the goal of consumers that is not only acquire utilities but also aggregate to their lives something that talks a little about themselves.