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Authors
Advisor(s)
Abstract(s)
O presente estudo refere-se a um estágio académico, com a duração de cinco meses, na marca de beachwear MONA Swims, uma marca de luxo de roupa de praia, ainda recente, sediada no Reino Unido e dirigida por Carla Johnson.
Durante o estágio, presenciei a dinâmica de crescimento da marca, tendo tido a oportunidade de desenvolver uma leque bastante vasto de tarefas, tais como: gestão do stock; gestão da loja on-line e das redes sociais; ilustração; confecção; design de moda e design de comunicação; assistência em feiras e eventos de moda.
O contacto direto com uma marca em ascensão permitiu consolidar os conhecimentos adquiridos em contexto académico que irão servir de mais-valia na minha integração em qualquer equipa de uma marca existente ou, mesmo, dar início a um projeto profissional.
O relatório divide-se em cinco capítulos: no primeiro são apresentados os objectivos, os factores críticos de sucesso e insucesso, o desenho de investigação, a investigação ativa e a estrutura do documento; no segundo é feito o enquadramento histórico do beachwear; no terceiro é estudada a marca MONA Swims ; no quarto são relatadas e descritas as tarefas executadas e, por último, no quinto capitulo são apresentadas as conclusões sobre toda a experiência. Em anexo pode ler-se o diário de estágio, onde é relatado na primeira pessoa o trabalho e as vivências durante este período.
ABSTRACT: The present study deals with an academic internship, during a five months span, taken at the beachwear brand MONA Swims. MONA is a young luxurious brand of beachwear headed by Carla Johnson and based in the United Kingdom. This internship allowed me to witness the intrinsic dynamic of a growing swimwear brand, enabling the opportunity of acquiring a vast span of skills, like stock management, on-line store and social networks management, illustration; stitching; fashion design and communication design; assisting in fairs and fashion events. After a three year Bachelor’s Degree in Fashion Design and a deep reflexion on the academic path taken, it became evident that the field, which undeniably stirred a more distinct personal interest, was beachwear. With this in mind, the focus of my Master’s Degree was redirected to this particular field. This study emerges then, as the culmination of all the knowledge acquired through my academic route. Through the direct contact and work with an ascending brand, this internship allowed me to strengthen a wide range of skills and knowledge that will become invaluable when taking part in a team invested in a pre-existent brand and/or when developing a project of my own. This report is divided into five chapters: the first presents the goals, the critical aspects of success or failure, the drawing of the investigation, the active investigation and the document structure; in the second its presented an historical framing of beachwear; in the third a study of Mona Swins brand; in the forth it’s presented and explained the executed tasks and for last, in the fifth chapter it’s presented the conclusions of all the experience. As an appendix one can read the internship diary, where the actual work and experiences are presented in a more personal approach.
ABSTRACT: The present study deals with an academic internship, during a five months span, taken at the beachwear brand MONA Swims. MONA is a young luxurious brand of beachwear headed by Carla Johnson and based in the United Kingdom. This internship allowed me to witness the intrinsic dynamic of a growing swimwear brand, enabling the opportunity of acquiring a vast span of skills, like stock management, on-line store and social networks management, illustration; stitching; fashion design and communication design; assisting in fairs and fashion events. After a three year Bachelor’s Degree in Fashion Design and a deep reflexion on the academic path taken, it became evident that the field, which undeniably stirred a more distinct personal interest, was beachwear. With this in mind, the focus of my Master’s Degree was redirected to this particular field. This study emerges then, as the culmination of all the knowledge acquired through my academic route. Through the direct contact and work with an ascending brand, this internship allowed me to strengthen a wide range of skills and knowledge that will become invaluable when taking part in a team invested in a pre-existent brand and/or when developing a project of my own. This report is divided into five chapters: the first presents the goals, the critical aspects of success or failure, the drawing of the investigation, the active investigation and the document structure; in the second its presented an historical framing of beachwear; in the third a study of Mona Swins brand; in the forth it’s presented and explained the executed tasks and for last, in the fifth chapter it’s presented the conclusions of all the experience. As an appendix one can read the internship diary, where the actual work and experiences are presented in a more personal approach.
Description
Dissertação de Mestrado em Design de Moda apresentada na Faculdade de Arquitetura da Universidade de Lisboa para obtenção do grau de Mestre.
Keywords
Design de moda Roupa de praia Mona swims Padrões Mercados de roupa de praia Fashion design Beachwer Beachwer market
Pedagogical Context
Citation
Ferro, Inês Craveiro Gomes - Mona SWIMS : estágio numa marca de Beachwear de luxo. - Lisboa : FA, 2015. Tese de Mestrado.
Publisher
Universidade de Lisboa. Faculdade de Arquitetura