Publicación: Uzal : habitar prendas con sustento : el diseño sostenible a disposición de la moda
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2024-08
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Resumen: Todas las marcas deben comunicar para existir, pero estas acciones requieren fuentes de consumo que afectan tanto al ambiente como a las personas y a la economía.
A partir de la creación de este Proyecto Fin de Carrera pretendemos iluminar una forma de poner el diseño visual y su gestión a disposición de la sustentabilidad. El análisis y la implementación de las tácticas propuestas atraviesan todos los ejes de funcionamiento de Uzal, marca de moda de autor nacional cuyo diferencial reside en su discurso sostenible y el tratamiento de su materia prima, para dar con prendas útiles más allá del vestir. En la búsqueda por ofrecer y distinguir su propuesta de valor dentro del mercado regional de la moda, planificamos una estrategia de cuatro sistemas de acción que abarcan el proceder de su identidad y su comportamiento empresarial, la interacción digital de sus acciones comunicativas, su cultura organizacional y su compromiso con la responsabilidad social. Procuramos, con el desarrollo de la producción teórico visual, darle a la marca un inédito campo de visibilidad y apreciación dentro de la industria en la que opera, además de posicionarla como un ejemplo tangible de auténtico diseño ético argentino.
Abstract: All brands must communicate in order to exist, but these actions require sources of consumption that affect the environment, people and the economy. This thesis intends to shine a light on a way to make visual design and its management available for sustainability. The analysis and application of the proposed strategies encompass all the axes of operation of Uzal, a national fashion brand whose distinction lies in its sustainable discourse and the treatment of its raw materials, creating garments which are not only wearable but also useful. In the search to present and distinguish its value proposition within the regional fashion market, we planned a strategy of four systems of action which involve the brand’s business behavior and identity, the digital interaction of its communication, its organizational culture and its commitment to social responsibility. We hope that the development of this visual-theoretical project gives Uzal an unprecedented field of visibility and appreciation within its industry and places it as a tangible example of authentic Argentine ethical design.
Abstract: All brands must communicate in order to exist, but these actions require sources of consumption that affect the environment, people and the economy. This thesis intends to shine a light on a way to make visual design and its management available for sustainability. The analysis and application of the proposed strategies encompass all the axes of operation of Uzal, a national fashion brand whose distinction lies in its sustainable discourse and the treatment of its raw materials, creating garments which are not only wearable but also useful. In the search to present and distinguish its value proposition within the regional fashion market, we planned a strategy of four systems of action which involve the brand’s business behavior and identity, the digital interaction of its communication, its organizational culture and its commitment to social responsibility. We hope that the development of this visual-theoretical project gives Uzal an unprecedented field of visibility and appreciation within its industry and places it as a tangible example of authentic Argentine ethical design.
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DISEÑO SOSTENIBLE, TRAZABILIDAD, MODA CONSCIENTE, ZERO WASTE
