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Publication
A comunicação das marcas de luxo durante o período pandémico: dois estudos de caso
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| 3.4 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O mundo sofreu severas e atípicas mudanças nos últimos dois
anos devido à pandemia da Covid-19, tendo todos os sectores de
atividade de negócio de se adaptar de modo a conseguirem
manter as suas empresas e continuarem conectados com os seus
atuais e futuros clientes.
A moda não foi exceção. No caso do negócio de luxo, este teve
de adaptar a sua forma de comunicação, até então pautada pelo
atendimento exclusivo em lojas físicas e com uma relativa aposta
nas redes sociais, para uma forte atuação a nível comunicacional
com os seus clientes nessas mesmas plataformas digitais.
Esta investigação tem como finalidade conhecer as estratégias de
comunicação adotadas pelas marcas de luxo perante o surgimento
da pandemia. Começou-se por definir o que é a moda e qual o
conceito por trás da palavra “luxo”. Deu-se a conhecer o
consumidor das marcas de luxo e o tipo de comunicação que é
utilizada pelas marcas para estar em contacto com o consumidor.
Para compreender as formas de comunicação adotadas pelas
grandes capitais de moda, durante este período pandémico, fez se o estudo de duas das grandes Maisons, conhecidas
mundialmente: as marcas Off-White e Yves Saint Laurent.
Seguiu-se para uma entrevista com empresárias que estão
diariamente em contacto com várias marcas de luxo. Estas
entrevistas foram realizadas de forma a contribuir para este
estudo e a ter a sua opinião relativamente às mudanças que se
fizeram sentir nesse mercado durante este período pelo qual ainda
estamos a passar. Após a análise do estado da arte, a análise dos
estudos de caso e as entrevistas, concluiu-se que as marcas se
adaptaram rapidamente às restrições estabelecidas e foram
encontradas novas estratégias de comunicação de forma a manter
os consumidores fidelizados.
The world has undergone severe and atypical changes in the last two years, resulting from the Covid-19 pandemic, with all the sectors of the business activity having to adapt in order to be able to maintain their companies and remain connected with their current and future customers. Fashion was no exception. The luxury business had to adapt its form of communication, until then guided by exclusive service in physical stores and with a relative focus on social networks, for a strong performance in terms of communication with its customers on these same digital platforms. This investigation aims to know the communication strategies adopted by luxury brands in the face of the emerge of the pandemic. It started by defining what fashion is and what the concept behind the word “luxury” is. The customer of luxury brands was made known and the type of communication used by brands to be in contact with the consumer. In order to understand the forms of communication adopted by the major fashion capitals during this pandemic period, a study was made of the great Maisons, known worldwide: Off-White and Yves Saint Laurent brands. This was followed by na interview with businesswomen who are in daily contact with several luxury brands. These interviews were carried out in order to contribute to this study and to have their opinion on the changes felt in this market during this period that we are still going through. After the analysis of state of the art, analysis of case studies and the interviews, it was found that the brands quickly adapted to the established restrictions and new communication strategies were found in order to keep consumers loyal.
The world has undergone severe and atypical changes in the last two years, resulting from the Covid-19 pandemic, with all the sectors of the business activity having to adapt in order to be able to maintain their companies and remain connected with their current and future customers. Fashion was no exception. The luxury business had to adapt its form of communication, until then guided by exclusive service in physical stores and with a relative focus on social networks, for a strong performance in terms of communication with its customers on these same digital platforms. This investigation aims to know the communication strategies adopted by luxury brands in the face of the emerge of the pandemic. It started by defining what fashion is and what the concept behind the word “luxury” is. The customer of luxury brands was made known and the type of communication used by brands to be in contact with the consumer. In order to understand the forms of communication adopted by the major fashion capitals during this pandemic period, a study was made of the great Maisons, known worldwide: Off-White and Yves Saint Laurent brands. This was followed by na interview with businesswomen who are in daily contact with several luxury brands. These interviews were carried out in order to contribute to this study and to have their opinion on the changes felt in this market during this period that we are still going through. After the analysis of state of the art, analysis of case studies and the interviews, it was found that the brands quickly adapted to the established restrictions and new communication strategies were found in order to keep consumers loyal.
Description
Keywords
Moda Luxo Covid-19 Comunicação Internet