Adaptación de las marcas ante la presión de los consumidores por nuevas tendencias inclusivas.

Abstract

This paper aims to conduct a depth analysis on how inclusive marketing generates a significant impact on the world’s recognized fashion brands, both in image and advertising. Also, discover the impact this generates to potential customers, and the influence it has on their purchase decision. First, an enriching reading was presented on inclusive marketing, as well as the problematic and justification of the project. Along with this were included the concepts and terms essential to the total understanding of the research work. In addition, by searching for theories, focus groups and surveys, it was possible to obtain study variables, which led to hypotheses that supported the study topic. The approach of the project was mixed, information gathering tools were used, which were worked to obtain representative numerical data, later, these data were used to create relationships and make the conclusions of the study hypotheses. Finally, there are the conclusions and recommendations, here are the highlights of the research results, as well as ideas for improvement for the market and important textile companies.