Browsing by Author "Dubin, Lucas Schvartzman"
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- I wear therefore I am : the impact of gorpcore logos in consumer’s perceived identityPublication . Dubin, Lucas Schvartzman; Ribeiro, Nelson CostaThis study aims to explore the intrinsic relationship between perceived identity and brands, focusing on the phenomenon of Gorpcore. This movement, characterized by the use of clothing originally designed for outdoor activities such as hiking and camping, began to be adopted in urban settings, becoming a rising trend. Brands associated with this style have gained prominence in the industry, demonstrating that they carry a meaning that transcends their original purpose. The research highlights the interaction between identity, consumption, brands, and logos, with the theme of Gorpcore as the background. This qualitative study presents patterns and perceptions about the relationships between clothing and identity, associations with groups, and how these processes interact with Gorpcore brands. Based on eight in-depth interviews, this study explores how individuals relate to their perceived identity, examine the connection between identity, brands, and logos, understand the influence of logos on identity formation, and analyze the attributes consumers find most valuable in their perception of Gorpcore logos. The findings reveal a complex network of nuances that influence individuals' identification with certain brands, with the meaning attributed to a logo proving to be crucial in this dynamic. Companies associated with Gorpcore stand out as fertile ground for the negotiation between brands and self-perception, possessing the power to express to the world who we are and the groups we belong to.