A importância da estética na experiência do consumidor

Abstract

Aesthetics, from its beginnings in Ancient Greece, already stood out in the critical view of the thinkers. Inserted in the concept of beauty, it determined and organized the cultural productions and the social relations of the man, judging what is or not acceptable. After that, with the excess of use of its term, its functionality stood out and its essence was lost in diverse social contexts and of consumption, causing its consequent banalization. However, today aesthetics gains greater prominence by its agreement to the system of consumption that turns to the generation of experiences. Thus, this paper proposes to approach, through bibliographical analysis, this recent perspective of valuing aesthetics in the consumer environment of the postmodern individual, considering the affective relationship that exists between brand and consumer. For this, we analyze the current situation of the society in which it stays to allow the search for different sensations, the transformation of aesthetics over the centuries, to its proliferation in consumption, establishing itself as a fundamental element of impact in the generation of experiences. Thought the intention of having a practical vision of such a change, the conclusion of this work presents an analysis of the marketing strategy carried out at the fashion company Zara, which uses a virtual reality system in its physical sales environment in order to improving its relationship with the clients.