Loading...
Publication
Comunicação das marcas de moda e o bem-estar dos consumidores: análise das estratégias e impactos na saúde e bem-estar do público feminino
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 254.19 KB | Adobe PDF | |||
| 1.59 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A presente dissertação tem como objetivo investigar e
compreender as dinâmicas entre os consumidores e as marcas
de moda, com foco nas tendências de consumo, estratégias de
comunicação, inclusão e preocupações com sustentabilidade.
Utilizando uma abordagem qualitativa, houve a colaboração de
vários participantes para uma análise, revelando que os
consumidores valorizam cada vez mais marcas autênticas, que
promovem a diversidade e a transparência nas suas práticas
comerciais. Além disso, identificou-se um crescente interesse
por moda sustentável, impulsionado por preocupações
ambientais e sociais. As estratégias de comunicação das marcas
desempenham um papel crucial na construção de uma imagem
positiva e na fidelização dos consumidores, destacando a
importância de uma narrativa autêntica e inclusiva. No entanto,
também foram identificadas lacunas e desafios, como a falta de
informações claras sobre a origem e o impacto ambiental dos
produtos. Com base nessa descoberta, esta pesquisa oferece
insights importantes sugerindo estratégias para atender às
expectativas dos consumidores num mercado em constante
evolução.
This dissertation aims to investigate and understand the dynamicsbetween consumers and fashion brands, focusing on consumer trends, communication strategies, inclusion and concerns about sustainability. Using a qualitative approach, several participants collaborated for an analysis, revealing that consumers increasingly value authentic brands, which promote diversity and transparency in their commercial practices. Furthermore, a growing interest in sustainable fashion was identified, driven by environmental and social concerns. Brand communication strategies play a crucial role in building a positive image and building consumer loyalty, highlighting the importance of an authentic and inclusive narrative. However, gaps and challenges were also identified, such as the lack of clear information about the origin and environmental impact of products. Based on this finding, this research offers important insights suggesting strategies to meet consumer expectations in a constantly evolving market.
This dissertation aims to investigate and understand the dynamicsbetween consumers and fashion brands, focusing on consumer trends, communication strategies, inclusion and concerns about sustainability. Using a qualitative approach, several participants collaborated for an analysis, revealing that consumers increasingly value authentic brands, which promote diversity and transparency in their commercial practices. Furthermore, a growing interest in sustainable fashion was identified, driven by environmental and social concerns. Brand communication strategies play a crucial role in building a positive image and building consumer loyalty, highlighting the importance of an authentic and inclusive narrative. However, gaps and challenges were also identified, such as the lack of clear information about the origin and environmental impact of products. Based on this finding, this research offers important insights suggesting strategies to meet consumer expectations in a constantly evolving market.
Description
Keywords
Saúde e bem-estar Marcas de moda Estratégia de comunicação Publicidade Consumidores Proximidade Contacto