A influência da luz, cor, figurino e personagem do entretenimento nas vendas do mercado de têxteis licenciados

Abstract

This work investigates the relationship between the entertainment industry and the textile clothing market, focusing on the costumes used by characters in different media and their interaction with light, color and the fashion world. Through a qualitative research based on a literature review of articles published between 2010 and 2023, the study demonstrates that there is an association between the entertainment and fashion industries, which generates an emotional impact on the individual and their social culture, creating a dynamic cycle of influence and innovation in the clothing industry. The work also analyzes how the textile industry explores this association to develop fashion collections inspired by, protected by industrial and intellectual property rights, that stimulate the demand for licensed clothing pieces. Finally, it discusses the role of costumes of iconic characters from the entertainment universe in shaping the clothing market and their influence on consumers, highlighting the importance of licensed fashion as a profitable and competitive segment in the industry. This market in Brazil is composed of 45 million loyal, diversified and financially independent consumers, willing to spend 40% more than the national average consumption on textile products.