Coolhunting 3.0: a interação gerada no instagram como ferramenta de pesquisa de tendência de moda

Abstract

We developed this research looking for new perspectives of work in the field of fashion marketing, linking technology and new ways of consuming with a theoretical study that promotes a reflection about the theme. This work is based on an exploratory qualitativequantitative research that aims to understand how companies and national brands can use Social Capital of digital influencers on Instagram to carry out fashion trend surveys. To reach our goals we work in three moments: a theorist one, who brings with him concepts and definitions of classical scholars in researches like Lipovetsky (2005), Kotler (2009), Baudrilard (2010) and Castells (2003), to more contemporary thinkers, who brings the basis of the oldest studies to present realities, such as Primo (2007), Recuero (2012), Palomino (2010) and Cobra (2011); The second moment has an empirical study, which collects information that made our analysis possible; We close our research with an analytical study of the information, seeking results that meet the objectives outlined. That way, we found that Instagram is a useful tool for the coolhunter work and we point out interactions that are more interesting for their work. We understand our work as a theoretical source for marketing work, which opens up several technological possibilities that can be developed to make this study a facilitator for companies and brands.