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Publication
A relação dos Consumidores com as Marcas de Moda de Luxo nas Redes Sociais
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Advisor(s)
Abstract(s)
Com o mercado crescendo cada vez mais, as tendências mudando e a informação chegando
com mais facilidade para os consumidores, ainda chama a atenção a força com que as marcas
de luxo se destacam e se posicionam no mercado mundial. O legado de marcas icônicas e
super influentes é levado de forma firme, inteligente e estratégica para as novas gerações e
pessoas de realidades e lugares diferentes. Esse trabalho de admiração e identificação com a
marca é um tópico que despertou o estudo deste trabalho. Com o avanço tecnológico e as
marcas estando mais presentes online, sobretudo, nas redes sociais, a interação com os seus
consumidores e admiradores tornou- se uma questão de estratégia que influencia muito na
fidelização e na forma de perpetuar o nome da marca com o passar dos anos. Por isso, foi
despertado o interesse sobre a relação do consumidor com as marcas de moda de luxo e sua
interação nas redes sociais, suas motivações em seguir marcas de moda de luxo online. É
importante entender como as pessoas se sentem ao interagirem, estarem em contacto com o
universo das marcas de moda de luxo e o que faz com que elas sintam essa admiração e é
claro vontade de comprar esse tipo de produto. Para a pesquisa empírica, foram feitas
entrevista com pessoas de idades entre 24 e 33 anos, homens e mulheres, residentes em
lugares como: Rio de Janeiro, São Paulo e Dublin que possuem em comum o interesse e
identificação com as marcas de moda de luxo e que seguem o perfil delas nas redes sociais. A
entrevista foi feita de forma remota e foi transcrita de maneira fiel às respostas dos
entrevistados. Com os resultados podemos que segundo as entrevistas, as pessoas sentem
identificação com as marcas de moda de luxo e usam as redes sociais como um meio mais
próximo para saber as tendências, novidades, história da empresa entre outros pontos.
Palavras-chave: marketing; moda, marcas de luxo; interação; redes sociais.
With the market growing more and more, trends changing, and information coming more easily to consumers, the strength with which luxury brands stand out and position themselves in the world market still draws attention. The legacy of iconic and super influential brands is carried firmly, intelligently, and strategically to new generations and people from different realities and places. This work of admiration and identification with the brand is a topic that aroused the study of this work. With technological advances and brands being more present online, especially in social media, the interaction with their consumers and admirers has become a matter of strategy that greatly influences loyalty and the way of perpetuating the brand name over the years. Therefore, interest was aroused about the consumer's relationship with luxury fashion brands and their interaction on social media, their motivations in following luxury fashion brands online. It is important to understand how people feel when interacting, being in touch with the universe of luxury fashion brands, and what makes them feel this admiration and of course desire to buy this kind of product. For the empirical research, interviews were made with people between 24 and 33 years old, men and women, living in places like Rio de Janeiro, São Paulo, and Dublin who have in common the interest and identification with luxury fashion brands and who follow their profile on social networks. The interview was done remotely and was transcribed in a faithful way to the interviewees' answers. With the results, we can see that, according to the interviews, people feel identified with luxury fashion brands and use social networks as a closer means to find out about trends, news, and the company's history, among other points.
With the market growing more and more, trends changing, and information coming more easily to consumers, the strength with which luxury brands stand out and position themselves in the world market still draws attention. The legacy of iconic and super influential brands is carried firmly, intelligently, and strategically to new generations and people from different realities and places. This work of admiration and identification with the brand is a topic that aroused the study of this work. With technological advances and brands being more present online, especially in social media, the interaction with their consumers and admirers has become a matter of strategy that greatly influences loyalty and the way of perpetuating the brand name over the years. Therefore, interest was aroused about the consumer's relationship with luxury fashion brands and their interaction on social media, their motivations in following luxury fashion brands online. It is important to understand how people feel when interacting, being in touch with the universe of luxury fashion brands, and what makes them feel this admiration and of course desire to buy this kind of product. For the empirical research, interviews were made with people between 24 and 33 years old, men and women, living in places like Rio de Janeiro, São Paulo, and Dublin who have in common the interest and identification with luxury fashion brands and who follow their profile on social networks. The interview was done remotely and was transcribed in a faithful way to the interviewees' answers. With the results, we can see that, according to the interviews, people feel identified with luxury fashion brands and use social networks as a closer means to find out about trends, news, and the company's history, among other points.
Description
Keywords
Marketing Moda Marcas de luxo Interação Redes Sociais