Enchulando a «Trans»: Reconfigurando la identidad corporativa del emprendimiento «Trans» en la ciudad de Bogotá
Fecha
2023-01-23Registro en:
Moreno Árevalo, V. y Rodríguez Soracá, K. T. (2022). Enchulando a «Trans»: Reconfigurando la identidad corporativa del emprendimiento «Trans» en la ciudad de Bogotá. [Trabajo de Grado, Universidad Santo Tomás]. Repositorio Institucional.
instname:Universidad Santo Tomás
Autor
Moreno Árevalo, Valentina
Rodríguez Soracá, Karol Tatiana
Institución
Resumen
«Trans» is a sustainable fashion enterprise located in the capital of Colombia, which has managed to break the barriers of the stiff style of "being fashionable" to become a contribution to each sector of the textile industry, noting that it can be create a project that focuses on what is truly important, such as the habitat in which we find ourselves and the care of what we use, such as clothing.
Thanks to ventures like «Trans», the vision of fashion that was initially held transcended into an ideal of a world that manages to positively impact society day by day. In addition to raising awareness with the care of the environment from projects such as upcycling, supra sustainability, recycling, clothing management, among others.
However, on many occasions the identity and philosophy of this type of enterprise are little recognized, even by their internal groups. In this case, it was identified that the head of the same had not been given the opportunity to implement communication strategies that would help solve this need and promote entrepreneurship. It is there where the importance of keeping the internal communication of organizations active and efficient in relation to concepts such as Sustainable Marketing is taken up again, since at present, there are many people who use marketing to develop each of their businesses from the digital, a situation that It seemed complicated for the CEO and collaborators of «Trans», since they saw it as a globalized tool.
However, thanks to the workshops, products, and experts on the subject, it was possible to show a broad panorama of everything that can be achieved if sustainable fashion is transferred to the new innovative and technological era. This helped «Trans» to have significant growth in terms of its recognition as a clothing store different from the others, without any type of polluting brand, free of polluting products, comfortable for those who are knowledgeable about the subject and is considered as a project that bets on the economy from the other side of the statistics: the environment, not to mention that it is also recognized as a business, also generates learning and knowledge for the public interested in the sustainability and fashion industry, that is to say, that this would also enhance the external communication of the enterprise.
In short, this research is focused on promoting the corporate identity of this capital enterprise that contributes to sustainable fashion and the visibility of the importance of the environment, but which, in turn, required internal communication strategies, in relation to what digital, which will help its collaborators to recognize themselves as part of the brand and/or philosophy of the organization, and reflect this in its external public, achieving their loyalty and becoming a leading enterprise, recognized in the industry as a business with innovative products and responsible with the environment.