Vintage and upcycling as branding strategies in sustainable fashion

This study analyzes consumer perceptions about the use of sustainable fashion, specifically, through vintage and upcycling, as part of the branding strategy of an independent brand located within Gamarra, a commercial emporium in Peru. A qualitative methodology was carried out to analyze their perceptions regarding the chosen case of study, the Infinity Beyond brand that markets the aforementioned sustainable fashion techniques. Fifteen...