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Um framework orientador para uma parceria de sucesso no setor da moda
| Name: | Description: | Size: | Format: | |
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| 205.15 KB | Adobe PDF | |||
| 4.19 MB | Adobe PDF |
Advisor(s)
Abstract(s)
As parcerias são uma forma de evolução do mundo da moda, procurando estimular a inovação e novidade num mercado altamente competitivo, bem como proporcionar oportunidades de crescimento e atingir avaliações positivas por parte do consumidor. Sendo a proteção da reputação uma das grandes prioridades das marcas do setor da moda, enfatiza-se a importância do processo de seleção de parceiros e da escolha da marca ideal para o cumprimento dos objetivos, preservando em simultâneo a sua imagem.
Para colmatar a falta de sistematização da informação a considerar no desenvolvimento de uma parceria de sucesso nesta indústria, realizou-se uma investigação qualitativa, materializada num estudo de caso, onde foram analisadas sete parcerias reportadas como “hottest collaborations”, segundo a Lyst Insights, entre 2019 e 2022.
Com base na Revisão da Literatura, complementada pela Desk Research, que sustenta o Business Model Canvas e a Trend SWOT Analysis, e ainda pela realização de Entrevistas Semiestruturadas a especialistas, apresenta-se um framework orientador. Este cumpre o objetivo de sistematizar os principais critérios a ponderar segundo diferentes óticas (empresa, consumidor e parceria), analisadas em quatro fases do processo de formulação de uma colaboração (análise de mercado, proposta de parceria, desenho e avaliação) para que o resultado seja frutífero para as marcas parceiras.
Partnerships are a way of evolving in the fashion world, as they aim to stimulate innovation and novelty in a highly competitive market, as well as providing opportunities for growth and achieving positive consumer evaluations. Since too brands in the fashion sector prioritize protecting their reputation, the importance of the partner selection process and choosing the ideal brand to meet objectives while preserving brands’ images is emphasized. To address the lack of systematized information to consider when developing a successful partnership in this industry, a qualitative investigation was carried out, materialized in a case study, which analyzed seven partnerships reported as "hottest collaborations", according to Lyst Insights, between 2019 and 2022. Based on the Literature Review, complemented by Desk Research, which supports the Business Model Canvas and Trend SWOT Analysis, as well as Semi-structured Interviews with experts, a guiding framework is presented. The latter aims to systematize the main criteria to be considered from different perspectives (company, consumer, and partnership), analyzed in four phases of the process of formulating a collaboration (market analysis, partnership proposal, design, and evaluation) so that the result is beneficial for the partner brands.
Partnerships are a way of evolving in the fashion world, as they aim to stimulate innovation and novelty in a highly competitive market, as well as providing opportunities for growth and achieving positive consumer evaluations. Since too brands in the fashion sector prioritize protecting their reputation, the importance of the partner selection process and choosing the ideal brand to meet objectives while preserving brands’ images is emphasized. To address the lack of systematized information to consider when developing a successful partnership in this industry, a qualitative investigation was carried out, materialized in a case study, which analyzed seven partnerships reported as "hottest collaborations", according to Lyst Insights, between 2019 and 2022. Based on the Literature Review, complemented by Desk Research, which supports the Business Model Canvas and Trend SWOT Analysis, as well as Semi-structured Interviews with experts, a guiding framework is presented. The latter aims to systematize the main criteria to be considered from different perspectives (company, consumer, and partnership), analyzed in four phases of the process of formulating a collaboration (market analysis, partnership proposal, design, and evaluation) so that the result is beneficial for the partner brands.
Description
Keywords
Parcerias Colaborações Moda Framework Sucesso