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In this study, fashion is considered related to a specific company. This company offers to the market clothing items and other products, besides tangible and intangible aspects and elements of differentiation. All those products correspond to the portfolio of the fashion label Colcci. Here, we present the specific aspects of Colcci and their relations with the clothing industry. So we may categorized this paper as a study of the business’ trail and the visual speech of a fashion label recognized in the Brazilian market. Traditionally, the industry of Santa Catarina has focused on the product. Although, the label studied is an example that now this industry is also oriented to the market, investing efforts in the brands’ construction and management. Related to that, two aspects must be considered. The first is the stylistic content. The second, is the label’s communication and discourse that aim to consolidate their values and positive associations to the consumer niche and market in general.

O discurso da marca Colcci: um recorte visual sobre o processo de transição da indústria de moda catarinense