Trend Studies and Branding

With the concept of liquidity increasingly present in a society that is plural in ideas and opinions, brand discourses play a fundamental role in understanding and contextualising fashion today, as well as mapping emerging socio-cultural behaviours. Through the synthesis of visual language and coolhunting - as an ethnographically-inspired research modality - this research presents a comparative methodological case study approach that aims to contribute to the areas of Fashion Branding and Trend Studies. The aim is to consolidate knowledge through an analysis based on the intersection of two approaches: analysing visual languages, based on the Linear Model for analysing brands (Oliveira, 2015), and analysing socio-cultural trends. The results of the study presented here confirm the relevance of combining the two areas and suggest potential for generating strategic solutions, as a contribution to new approaches to analysing and managing brands.