Moda e algoritmos: a plataforma “Stitch Fix” e a personalização na Moda
DOI :
https://doi.org/10.5965/25944630822024e5085Mots-clés :
moda personalizada, plataformização, economia digitalRésumé
Muitas atividades da sociedade contemporânea se apresentam totalmente atravessadas por plataformas digitais e que, com isso, essas atividades se transformam por adotarem as lógicas de funcionamento dessas plataformas. A Moda, enquanto uma manifestação cultural, social e econômica, não escapa a esse processo. Frente a isso, este artigo tem por objetivo analisar a plataforma “Stitch Fix” a partir das categorias datificação e algoritmos, infraestrutura, modelo de negócios e governança (D’Andréa, 2020). Conclui-se que a Stitch Fix se insere na rede criada pelos Big Five, com um modelo de negócios que interliga quatro principais interessados (consumidores, empresa, marcas e stylists), que comercializa combinações de roupas a partir de caixas e os respectivos produtos de Moda que a compõem. A governança da plataforma revela relações de controle de privacidade ligadas à legislação norte-americana, com compartilhamentos de dados a plataformas externas. O processo de datificação e algoritmos promove um processo de extração de dados e de recomendação que culmina em um processo de personalização da moda a partir da combinação de peças.
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(c) Tous droits réservés Ítalo José de Medeiros Dantas, Sandra Portella Montardo, Marcelo Curth 2024
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