Estética de la indumentaria femenina en relación a tendencias para la Región Andina

Abstract

This research sought to define trends not as a mandate to obey, but as vital elements of consumer groups. They allow to create innovative strategies and direct the communication of the brands to approach them to the consumers in an assertive way. When trends have different movement to the habitual behavior, it worth to stop to analyze them; as happens when the movement from North to South is altered, or from center to periphery. Cultural identity has played an important role in clothing design in Latin America. This phenomenon has manifested as a trend. In terms of fashion or influence on dress up, the power of decision has been determined by trends dictated by the so-called "global North", which suggests components of domination and dependence. Many aspects influence such as socio-economic policy issues, marketing dynamics, travel, technology, attitudes, social identifications, art, product consumption, hobbies, among others. The general objective which it is to be answered is: to demonstrate how identity influences as an emerging trend in the aesthetics of women's clothing design. The investigative antecedents related to the object of study of this research were those that consider cultural identity as a strategic element of social-economic development and the central axis of creation in Latin America. There are two interrelated approaches to each other: (1) identity as the base as a basis for fair trade, sustainability from the revaluation of traditional knowledge about, textile fibers, dyeing, ancestral technologies, etc. and (2) the rise of development models that seek alternative options in a multicultural environment, isolated from the extractivist model of natural resources. As a result of the research an informative manual is proposed that helps to understand how design trends in Ecuadorian ethnic identity will be developed for the Andean region.