Estratégias de branding no varejo de moda: uma análise da comunicação da marca zoka no instagram em 2025

Abstract

This study analyzes the branding strategies adopted by the Zoka brand on Instagram covering the period from February to December 2025, focusing on the evolution of its communication and the strengthening of its brand image in the digital environment. The research adopts a qualitative approach, exploratory and descriptive in nature, using case study as its technical procedure and content analysis as its analytical technique. The research corpus comprises 255 posts from the brand's public feed, covering the period from February to December 2025, excluding ephemeral content. The results reveal a consistent process of communicational maturation, in which the brand evolves from a predominantly commercial approach toward a more strategic, emotional communication aligned with contemporary branding principles. The analysis identified the consolidation of a coherent visual identity, marked by the use of neutral tones, minimalist settings and greater consistency in art direction, as well as a significant shift in the type of content published, with the incorporation of emotional narratives, institutional campaigns and representation-focused content. The study also identified the strategic use of seasonal dates, the recurring presence of the founder as an element of authenticity, and the use of behind-the-scenes content and user-generated content as social proof devices. It is concluded that Instagram, when used strategically, functions not only as a dissemination channel but as an effective tool for building identity, belonging and symbolic value, directly contributing to the strengthening of the brand's positioning in the digital environment.