Building connections: co-creation experiences as an affective branding strategy in children's fashion

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DOI:

https://doi.org/10.5965/1982615x19482026e0003

Keywords:

branding, co-creation, brand experience, children's fashion, consumer engagement

Abstract

This article aims to understand how consumer content co-creation contributes to emotional engagement, a sense of belonging, and the symbolic strengthening of a brand. The research, of a qualitative and descriptive nature, was conducted with 14 families who participated in photographic campaigns promoted by the brand LOK, in which parents were invited to create original images of their children wearing apparel from the new collection. The responses were analyzed in light of theoretical frameworks on branding, brand experience, identification, co-creation, and consumer behavior. The results suggest that participants felt free to create and emotionally connected to the brand, and that co-creation functioned as a catalyst for symbolic bond and loyalty. The study also highlights the potential of collaborative strategies for small fashion brands. Finally, the study outlines its limitations and suggests directions for future research.

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Author Biographies

Isadora Heusi Santos, University of Santa Catarina State (Udesc)

PhD candidate in Design from the Postgraduate Program in Design (PPGDesign) and Master in Fashion from UDESC, focusing on the research line of Design and Apparel Technology. Holds an international Bachelor of Science in Fashion Design from The Art Institute of Fort Lauderdale (2012), where she graduated with honors and received recognition for portfolio excellence. This international foundation complements her expertise in Design and Fashion, developed through her national postgraduate studies. Currently, she works as a stylist and creative director at LOKprints (Florianópolis) and is a substitute professor of Patternmaking and Garment Construction in the Fashion Department at UDESC. She develops research in the field of Emotional Design with a focus on Digital Branding. Her professional experience includes working as a Senior Stylist at LUCKY in LOVE Tennis Apparel in Miami, USA, and expertise in Collection Development and Print Design.

Henrique de Souza Goulart, University of Santa Catarina State (Udesc)

PhD student in Design at the Graduate Program in Design (PPGDesign) and Master's student in Apparel and Fashion Design at the Graduate Program in Fashion (PPGModa), in the Professional Master's in Apparel and Fashion Design, both at Santa Catarina State University (Udesc). I have an MBA in Social Media and a degree in Fashion Design from the Franciscan University (UFN). I taught “Fashion and Identity” in the “Eterno Aprendiz” extension program at Faculdade Metodista Centenário (FMC) from 2020 to 2023. I was a producer and presenter of the podcasts “No Cabide” and “Moda pra quê?” between 2019 and 2021. My master's research was interested in the following topics: fashion, costumes, contemporary dance and the body. For my PhD, I'm doing research on Design, Human Factors, Organizational Ergonomics, multigenerationality, ageing of the workforce and knowledge management.

Célio Teodorico Santos, University of Santa Catarina State (Udesc)

Bachelor's degree in Industrial Design from the Federal University of Paraíba (1983). Master's degree in Production Engineering from the Federal University of Santa Catarina (1998), specializing in Design and Product Management. PhD in Mechanical Engineering, with a focus on Mechanical Systems Design, from UFSC - Federal University of Santa Catarina (2009). He is an Associate Professor in the Design Department at the State University of Santa Catarina (UDESC).

He has experience in Industrial Design, particularly in Industrial Design research, Industrial Design, Design Thinking, Ergonomics, and consulting in the development of electro-electronic products, hospital equipment, special projects, and furniture. His research interests include Methodological Prospects in Design, Product Language, Ubiquitous and Pervasive Technology, Assistive Technology, Ergonomic Research, Representational Methods for Design Teaching, and Interaction Design research.

He is a permanent professor in the Postgraduate Program in Design (PPGDesign) at UDESC and the Coordinator of the Laboratory for Research in Interaction Design (LPDI) at UDESC. Previously, he served as Coordinator of the Institutional Evaluation Sectorial Commission (CSA) at CEART/UDESC, Head of the Design Department at UDESC (2011-2013), Adjunct Curator of the 5th Design Biennial 2015 in Florianópolis – Design for All Exhibition, and Vice-Coordinator of the PPGDesign at UDESC

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Published

2026-04-01

How to Cite

SANTOS, Isadora Heusi; GOULART, Henrique de Souza; SANTOS, Célio Teodorico. Building connections: co-creation experiences as an affective branding strategy in children’s fashion. ModaPalavra e-periódico, Florianópolis, v. 19, n. 48, p. 01–28, 2026. DOI: 10.5965/1982615x19482026e0003. Disponível em: https://www.periodicos.udesc.br/index.php/modapalavra/article/view/27463. Acesso em: 1 apr. 2026.

Issue

Vol. 19 No. 48 (2026): Variata

Section

Variata

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Copyright (c) 2026 Isadora Heusi Santos, Henrique de Souza Goulart, Célio Teodorico Santos

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