Diseño de una propuesta de producción de moda digital para difundir emprendimientos de indumentaria en la ciudad de Ambato

Abstract

In recent years, the trend towards digitization has impacted all social, economic, industrial and commercial areas. The fashion industry has not been the exception. Every day there are more brands that focus their efforts on proliferation and exposure in digital channels such as websites and social networks. Fashion productions, reflected through photographic visual proposals, become essential when generating digital content, and therefore are established as a fundamental pillar in brand advertising. This project constitutes the integration of knowledge and skills staged in a fashion production designed for the Gabal1982 enterprise. Through the Double Diamond method for Design Services, a photographic production was executed based on the essence and identity of the brand. It started from the investigative background and detailed objectives in Chapter I, a bibliographic review was made arranged in the conceptual framework of Chapter II, the external and internal analysis was developed in Chapter III, the methodological framework, population and sampling in Chapter IV details the resources necessary for the execution of the project in Chapter V, the proposal is executed in Chapter VI, and it is concluded in Chapter VII. This project is consolidated as a guide to provide professional fashion services, especially advertorial fashion production, generating proposals with a conceptual background, communicative purposes, and creative visual identity, forging differentiating value and enabling positioning in the local market.