The Cork Thread, A Sustainable Material: Branding and Marketing Implications from A Cultural Perspective

Abstract

The present study addresses the textile technological innovation developed by Cork-a-Tex in terms of the cork thread, which presents itself as a sustainable object that answers to sociocultural changes and current mindsets, underlining a positive perception from the consumer’s point of view. The development of a thread using a natural and noble material, cork, allows for the creation of solutions that meet the growing need for sustainable production. Something that is clearly visible in today’s market and demands greater attention. This encourages and stimulates the development of new products based on this material, which plays an important role in the Portuguese context. Our paper will articulate the context and potential of this innovation with the main public access socio-cultural trend listings/descriptions that are the result of both empirical/business and academic research. Content and textual analysis of these texts and results will guide the critical approach and process to reach a justification and framework for the development of proposals and insights. This in terms of a cultural strategy that articulates the branding and marketing actions of this Portuguese company. Also, the result of the bibliographic review and systematization of this project aims to stimulate technological research and development for a new approach to this material in the context of fashion design.