Feminismo como ferramenta de Branding/Branding como meio para o feminismo - Estudo de caso da coleção Fly Girl da marca Melissa

Abstract

This research seeks to make a connection between feminism and branding, using as a background the power that social networks have exerted in the marketing repositioning process of some brands. To do this, we will reflect on the image of women in the media through the influence that fashion has on maintaining standards of beauty. In this sense, a case study of the Melissa brand's Fly Girl campaign is carried out in order to raise questions about the extent to which female empowerment is used as something marketable, and how new business approaches contribute to propagating an image less objectified woman and, consequently, a message of less gender inequality.