Skip to main content

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

Part of the Advances in Intelligent Systems and Computing book series (AISC,volume 1218)


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.


  • Cork
  • Trends
  • Sustainability

This is a preview of subscription content, access via your institution.

Buying options

USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
USD   129.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   169.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions


  1. 1.

    This practice is reflected in Holt and Cameron [12] when addressing the theory of cultural innovation, bringing an approach to mythological construction of brands from cultural and representative elements of them.


  1. Amorim.

  2. Apcor: o que é a cortiça (n.d-a).

  3. Corkpel.

  4. Corkribas.

  5. Cunha, R.: O tecido de cortiça é um dos materiais sustentáveis para a moda e decoração (2016).

  6. Dragt, E.: How to Research Trends. BIS Publishers, Amsterdam (2017)

    Google Scholar 

  7. Faith Popcorn/Brain Reserve.

  8. Gil, L.: Usos alternativos da Cortiça. Naturlink (2009).

  9. Gomes, N., Cohen, S., Flores, A.: Estudos de Tendências: Contributo para uma abordagem de análise e gestão da cultura. Moda Palavra, vol. 11, no. 22 (2018)

    Google Scholar 

  10. Higham, W.: The Next Big Thing. Kogan Page, London (2009)

    Google Scholar 

  11. Holt, D.: How Brands Become Icons: The Principles of Cultural Branding. Harvard Business School Press, Boston (2004)

    Google Scholar 

  12. Holt, D., Cameron, D.: Cultural Strategy - Using Innovative Ideologies to Build Breakthrough Brands. Oxford Press, Oxford (2010)

    Google Scholar 

  13. Kapferer, J.: New Strategic Brand Management. Kogan Page, London (2008)

    Google Scholar 

  14. Kjaer, L.: The Trend Management Toolkit. Palgrave MacMillan, London (2014)

    CrossRef  Google Scholar 

  15. Kjaer Global.

  16. Kongsholm, L., Frederiksen, M.: Trend sociology 2.0. Denmark, Pej Gruppen (2018)

    Google Scholar 

  17. Mestre, A., Gil, L.: Cork for sustainable product design. Ciência e Tecnologia dos Materiais 23, 52–63 (2011)

    Google Scholar 

  18. Niemeyer, L., Cantú, W.: A cortiça como desafios para novos usos no design. Blucher Des. Proc. 2(9), 4272–4283 (2016)

    Google Scholar 

  19. Pinto, C.: Cork-a-Tex Yarn: Fio com elevada incorporação de cortiça, 18 April 2017.

  20. Powers, D.: On Trend: The Business of Forecasting the Future. University of Illinois Press, Champaign (2019)

    CrossRef  Google Scholar 

  21. Powers, D.: Thinking in trends: the rise of trend forecasting in the United States. J. Hist. Res. Mark. 1(1), 2–20 (2018)

    Google Scholar 

  22. Raymond, M.: The Trend Forecaster Handbook. Laurence King Publishing, London (2010)

    Google Scholar 

  23. Rohde, C.: Serious trendwatching: 25 of the best coolhunts. Fontys Applied University of Applied Science and the Science of the Time, The Netherlands (2011)

    Google Scholar 

  24. Rose, G.: Visual Methodologies. Sage, London (2001)

    Google Scholar 

  25. Trends Observer.

  26. Trend One.

  27. The Science of the Time.

  28. Trend Watching.

  29. Vejlgaard, H.: Anatomy of a Trend. McGraw-Hill, New York (2008)

    Google Scholar 

  30. Williams, R.: The Long Revolution. Penguin Books, Harmondsworth (1961)

    CrossRef  Google Scholar 

  31. Wimer, R., Dominick, J.: Mass Media Research. Wadsworth, Boston (2011)

    Google Scholar 

Download references

Author information

Authors and Affiliations


Corresponding author

Correspondence to Theresa Lobo .

Editor information

Editors and Affiliations

Rights and permissions

Reprints and Permissions

Copyright information

© 2020 The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Lobo, T., Cantú, W.A., Gomes, N.P. (2020). The Cork Thread, A Sustainable Material: Branding and Marketing Implications from A Cultural Perspective. In: Markopoulos, E., Goonetilleke, R., Ho, A., Luximon, Y. (eds) Advances in Creativity, Innovation, Entrepreneurship and Communication of Design. AHFE 2020. Advances in Intelligent Systems and Computing, vol 1218. Springer, Cham.

Download citation

  • DOI:

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-51625-3

  • Online ISBN: 978-3-030-51626-0

  • eBook Packages: EngineeringEngineering (R0)