Transformação digital no varejo de moda: construção de sentido do consumo contemporâneo

Abstract

The research seeks to understand the production of meaning of contemporary consumption mode in physical clothing stores, in which the presence of digital technologies is remarkable. The Amaro brand has been the most prominent in the in-line retail process, since the emergence of this format that integrates e-commerce to the physical environment; thus, three of its stores constitute the corpus of analysis, illustrating the contexts of Shopping Center (Pátio Higienópolis), shopping street (Oscar Freire) and commercial center (Vila Butantã), allied to the brand site, present in all stores as a mandatory part of the purchase process. As an epistemological objective, we will study, through socio-semiotics, how the languages of both environments work in syncretism in in-line stores, reiterating values of social life in the characterization of brand identity and commercial space. The hypotheses consider that the syncretism potentiates the languages from their individual characteristics when placed together; that digital technology inserted in the physical environment calls for a new way of knowing and doing that proposes new practices in commercial and social relations; that the value built by the brand is the subject's belonging to the contemporary cosmopolitan life. For theoretical foundation on the retail scenario, the main authors are: Parente, Souza, Semprini, Yanaze; Crescitelli, Beiguelman and Ferla; Mello and Trivinho help to understand the body immersed in the digitalized world; Greimas and other semioticians of the French line, such as Landowski, Floch, Oliveira, Martyniuk and Demetrescu provide the bases for the methodology of object analysis, under the concepts of generative path of meaning, regimes of meaning and interaction, consumption axiology and syncretism of languages in the enunciation of the commercial space. The analysis discriminated the configurations of the stores, allowed to see the strategies of enunciation of the spaces in syncretic language and to understand the practices of life in them exercised. It was concluded that the esthesis that characterizes the relations with the physical stores is mixed with the motivated and programmed interactions with digital devices, producing a dynamic flow in the routes of the customers in those spaces and creates modes of consumption and appearance of the consumer subject, aligned with their values of everyday life