Branding y estrategia de comunicación para la línea de ropa de diseñadora ecuatoriana

摘要

The fashion designer Michelle Uquillas has recently created a line of clothing which seeks to fuse the aesthetics of European cut in clothing with textures and designs from Otavalo. As a young designer, who is recently starting her laboral life in Ecuador, she does not count with her own brand nor with an advertising strategy to promote it. At the moment there is no other designer in Ecuador that reflect on his or her clothing the cultural approach that Michelle gives hers since in her clothes you can feel the essence of the Ecuadorian identity. For this reason it is important to take advantage of this opportunity in the market to generate branding for this designer and later a campaign to boost the brand in the market.