Iara Braga

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Possui Doutorado em Engenharia Têxtil - Universidade do Minho-PT (2020),Mestrado em Design e Marketing - Universidade do Minho-PT (2008) e graduação em Estilismo e Moda pela UniversidadeFederal do Ceará (UFC) (2004). Professora do Curso de Moda, Design e Estilismo da Universidade Federal do Piauí na área de Teoria e Pesquisa de Moda. Desenvolve projetos e pesquisas direcionadosao Desenvolvimento de Novos Produtos com ênfase nos seguintes temas: Ciência do Conforto, Moda Popular, EPI e Vestuário Cirúrgico e Hospitalares.

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Joana Cunha

Universidade do Minho

M. J. Abreu

Universidade do Minho

Emanuelton Antony

Antony Queiroz

Marina Isabel Montenegro

Gabriel Boraschi

Unesp

Naiane C Salvi

Universidade Federal de Santa Catarina - UFSC (Federal University of Santa Catarina)

Zaqueu Araujo

Thaiana Soares

Pimenta Cultural

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Papers by Iara Braga

O mercado de moda popular de Fortaleza e o uso das redes sociais

O presente estudo versa sobre como o mercado de moda popular de Fortaleza utiliza as ferramentas ... more O presente estudo versa sobre como o mercado de moda popular de Fortaleza utiliza as ferramentas de comunicação e as plataformas das redes sociais, tendo como campo de investigação os centros comerciais populares "Buraco da Gia" e "Beco da Poeira". O percurso metodológico segue por: pesquisa bibliográfica, pesquisa de observação e entrevista semiaberta. Com esta investigação conclui-se que as principais contribuições do uso das redes sociais para os negócios de moda, em especial para os mercados populares está na interatividade da comunicação, na eficiência do contato com toda a cadeia produtiva, divulgação, distribuição e venda do produto e por fim a diminuição dos custos. Portanto, afirma-se que por meio da inserção dos instrumentos tecnológicos de comunicação, via plataformas das redes sociais, tem-se promovido dinamismo para o sistema produtivo da moda popular de Fortaleza. Palavras-chave: moda popular; tecnologia da comunicação, redes sociais; interatividade; redução de custos.

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Female jeans: The aesthetic of Brazilian "popular fashion

O modo de vestir popular na mídia brasileira

O universo popular na última década tem apresentado positivas movimentações nos mercados populare... more O universo popular na última década tem apresentado positivas movimentações nos mercados populares, estabelecendo uma nova moda aberta e pluralista. (DULCI, 2013) O modo de vestir popular tem conquistado espaços na mídia: telenovelas, programas de auditório e minisséries. (MAIA et al 2012) Portanto, o objetivo deste estudo consiste em investigar o modo de vestir popular, a analisar e comparar entre a moda fabricada, comercializada e consumida nos mercados de moda popular e a imagem difundida na televisão brasileira. Para a realização desta investigação aplicou-se os métodos de levantamento bibliográfico e observação de campo. O presente artigo está dividido em introdução, percurso metodológico, conclusões e referências. A partir da realização deste trabalho constatou-se que ferramentas de uma moda pluralista tem sido utilizadas por grupos sociais periféricos, como forma de consolidação de uma identidade visual marcante, conquistando espaços de visibilidade na mídia.

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From periphery to city center: the popular fashion jeans market of Fortaleza

O mercado de moda popular caracteriza-se como um segmento de mercado que surge do trabalho inform... more O mercado de moda popular caracteriza-se como um segmento de mercado que surge do trabalho informal nas periferias e expande para os centros das cidades com oferta de produtos fabricados para atender a procura das classes populares. As negociações dos mercados de moda popular, principalmente na região nordeste do Brasil, têm apresentado rendimentos expressivos para a economia brasileira, devido aos seus índices na produção e comercialização de jeans. Por isso, esta investigação tem como intuito a coleta de informações sobre o mercado de jeans dos centros de comercialização “Feirão do Buraco da Gia” e “Beco da Poeira” da cidade de Fortaleza, Ceará. Para a realização desta investigação aplicou-se os métodos de levantamento bibliográfico, observação de campo e entrevistas aberta e semiestruturada. Este artigo tem as informações organizadas em introdução, metodologia, levantamento bibliográfico, realização da pesquisa, conclusões e referências. A partir da realização deste trabalho cons...

Selection and training of a panel of evaluators for sensory analysis of tactile comfort in Brazil

Textiles, Identity and Innovation: Design the Future, 2018

This work is financed by FEDER funds through the Competitivity Factors Operational Programme - CO... more

Sensory evaluation of female jeans using the CALM scale to assess total comfort

The present paper consists on the experimental stage of a PhD research, on the study of the popul... more The present paper consists on the experimental stage of a PhD research, on the study of the popular female jeans comfort, referring to the process of subjective evaluation of comfort to wear. The popular jeans in study, refers to the jeans created, produced and consumed by the poor classes of Fortaleza, in the state of Ceará, Brazil (Braga and Abreu, 2017). The purpose is to investigate the female jeans, with the objective of collecting information about the comfort / discomfort perceptions of the consumers of the Fortaleza popular markets.This work is financed by FEDER funds through the Competitiveness Factors Operational Program (COMPETE) and by national funds through FCT–Foundation for Science and Technology within the scope of the project POCI-01-0145-FEDER-00713

The Jeans Market in the Buraco Da Gia's Street Fair

O mercado de moda popular brasileira: os centros de comercialização de vestuário popular na região Nordeste do Brasil

Social aspects in denim production

The popular market in Brazil, specially the denim market, has been showing great economic movemen... more The popular market in Brazil, specially the denim market, has been showing great economic movement in several Brazilian regions, mainly in the northeast [13]. Taking that in consideration, this study offers a survey of the main aspects of the domestic production of denim in the Northeast of Brazil, specifically the region of Agreste in the state of Pernambuco. This research applied a combination of bibliographic research and field observation in popular denim markets in the city of Toritama in the region of Agreste, Pernambuco. The purpose was to collect information to characterize methods of producing denim. The collected data demonstrate that despite the unfavourable social aspects of the informal mode of producing denim, this segment of the popular denim enterprise has shown a positive economic income, growth in productivity and expansion in trade.

The jeans in the popular brazilian panorama

I thank the Federal University of Piaui for giving opportunity the completion and conducting of t... more

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O modo de vestir popular na mídia brasileira

O mercado jeans popular do Shopping da Cidade de Teresina

O mercado de moda popular de Fortaleza e o uso das redes sociais

Visual merchandising no Shopping Popular: aplicação de técnicas de organização do ponto de venda de moda popular

This article is a report of the visual merchandising application experience applied to the sellin... more This article is a report of the visual merchandising application experience applied to the selling points of the Popular Shopping in the city of Teresina, state of Piauí, Brazil (Rodrigues et al. 2012). This work is about applying organizational techniques of popular fashion outlets in the direction of readjustment of space and programming tools to the popular shopping reality, taking primarily engaged in the organization of the internal space of the point of sale (Kerfoot et al., 2003) and the distribution and coordination of the displays of products. For the preparation of this research was realized the combination of the methods of the literature (Gil 2008), implementation techniques in the field (Braga et al. 2014) and observation to evaluate the results. It was identified that the outlets that received such implementation grew in the number of customers and sales. Apart from finding that the techniques of visual merchandising are important for winning customers and so on to the purchase act, it was also possible to see that this knowledge can be applied in different types of outlets, even with little or no financial support. Finally, it was concluded that despite the importance of Brazilian popular fashion market, there are few actions and projects targeted to this specific segment.

Da periferia para o centro da cidade: o mercado de moda popular de jeans de Fortaleza

O mercado jeans no feirão do Buraco da Gia

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CALM scale – Assessment of the total comfort of the popular female jeans

IOP Conference Series: Materials Science and Engineering

The present paper consists on the experimental stage of a PhD research, on the study of the popul... more The present paper consists on the experimental stage of a PhD research, on the study of the popular female jeans comfort, referring to the process of subjective evaluation of comfort to wear, specifically the comfort objective evaluation of the jeans to wear, using CALM scale. The popular jeans in study, refers to the jeans created, produced and consumed by the poor classes of Fortaleza, in the state of Ceará, Brazil. The purpose is to investigate the female jeans, with the objective of collecting information about the comfort / discomfort perceptions of the consumers of the Fortaleza popular markets. When the collected responses were correlated, it was found that the perception of comfort/discomfort of the jeans is directly related to the touch sensation.

The importance of a comparative thermophysiological study in female jeans

IOP Conference Series: Materials Science and Engineering

The comfort of clothing is essential as to performance relative to the wearer and is considered a... more The comfort of clothing is essential as to performance relative to the wearer and is considered a quality factor in the choice of a particular garment. That is why the science of comfort is used to evaluate jeans, a symbol of popular fashion and the consumption of the poor classes of Brazil . Therefore, the present paper consists of the presentation of the experimental phase of a PhD research on the study of the comfort of Brazilian female jeans, specifically referring to thermal comfort tests through the use of equipment such as Permetest and Thermal Manikin for measuring thermophysiological comfort properties.

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Conforto vs. desempenho dos dispositivos médicos não ativos : necessidade ou luxo?

Sho 2011 International Symposium on Occupational Safety and Hygiene, Feb 1, 2011

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Subjective evaluation of the comfort of popular denim: elaboration and validation of the the data

IOP Conference Series: Materials Science and Engineering

The main objective of this study is to describe the process of validation of the inquiry of subje... more The main objective of this study is to describe the process of validation of the inquiry of subjective evaluation of the comfort of the popular jeans, through the accomplishment of a pre-test. Through this research, we intend to define the language corresponding to the understanding of the public participating in the research and to use the scale of responses in accordance with the interpreters' ability to infer the analysis of the parts in question based on the different comfort parameters. The group of evaluators consists of 10 women consumers in the popular markets of Fortaleza, aged between 18 and 40 years. With this research it was possible to elaborate questions and answers focussed to the public understanding in order to choose the attributes of evaluation in analysis, to define the scale of answers and to validate the inquiry as instrument of data collection. The first inquiry model was applied only to the smile scale (Figure 1). In the second inquiry model the combination of numerical and category scales (Figure 2). And in the third inquiry used the scale model that combines the three scales of responses: smiles, numerical and categories as shown in figure 3.

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O mercado de moda popular de Fortaleza e o uso das redes sociais

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Female jeans: The aesthetic of Brazilian "popular fashion

O modo de vestir popular na mídia brasileira

Download

From periphery to city center: the popular fashion jeans market of Fortaleza

Selection and training of a panel of evaluators for sensory analysis of tactile comfort in Brazil

Textiles, Identity and Innovation: Design the Future, 2018

This work is financed by FEDER funds through the Competitivity Factors Operational Programme - CO... more

Sensory evaluation of female jeans using the CALM scale to assess total comfort

The Jeans Market in the Buraco Da Gia's Street Fair

O mercado de moda popular brasileira: os centros de comercialização de vestuário popular na região Nordeste do Brasil

Social aspects in denim production

The jeans in the popular brazilian panorama

I thank the Federal University of Piaui for giving opportunity the completion and conducting of t... more

Download

O modo de vestir popular na mídia brasileira

O mercado jeans popular do Shopping da Cidade de Teresina

O mercado de moda popular de Fortaleza e o uso das redes sociais

Visual merchandising no Shopping Popular: aplicação de técnicas de organização do ponto de venda de moda popular

Da periferia para o centro da cidade: o mercado de moda popular de jeans de Fortaleza

O mercado jeans no feirão do Buraco da Gia

Download

CALM scale – Assessment of the total comfort of the popular female jeans

IOP Conference Series: Materials Science and Engineering

The present paper consists on the experimental stage of a PhD research, on the study of the popul... more The present paper consists on the experimental stage of a PhD research, on the study of the popular female jeans comfort, referring to the process of subjective evaluation of comfort to wear, specifically the comfort objective evaluation of the jeans to wear, using CALM scale. The popular jeans in study, refers to the jeans created, produced and consumed by the poor classes of Fortaleza, in the state of Ceará, Brazil. The purpose is to investigate the female jeans, with the objective of collecting information about the comfort / discomfort perceptions of the consumers of the Fortaleza popular markets. When the collected responses were correlated, it was found that the perception of comfort/discomfort of the jeans is directly related to the touch sensation.

The importance of a comparative thermophysiological study in female jeans

IOP Conference Series: Materials Science and Engineering

Download

Conforto vs. desempenho dos dispositivos médicos não ativos : necessidade ou luxo?

Sho 2011 International Symposium on Occupational Safety and Hygiene, Feb 1, 2011

Download

Subjective evaluation of the comfort of popular denim: elaboration and validation of the the data

IOP Conference Series: Materials Science and Engineering

Download

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