Loading...
Publication
O marketing digital nas marcas de luxo na indústria da moda
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 9.6 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Esta tese explora o impacto e a adaptação do Marketing
Digital no setor do luxo, um setor tradicionalmente associado à exclusividade, discrição e experiência personalizada, com um foco especifico nas marcas de luxo
na indústria da moda. Com a crescente presença digital e o
aparecimento de novas tecnologias, as marcas de luxo da indústria da moda enfrentam o desafio de manter a sua identidade e prestigio em plataformas digitais que estão
acessíveis a todos. A investigação incide sobre como estas marcas conseguem equilibrar a necessidade de exclusividade com a acessibilidade inerente ao digital,
explorando as estratégias específicas adotadas pelas marcas para criar uma presença online que mantenha o seu
prestigio, exclusividade e sofisticação.
Serão aprofundados tópicos como o luxo e analisadas as várias facetas do marketing digital no nas marcas de luxo na indústria da moda, incluindo o uso de redes sociais, as colaborações com influencers, as campanhas de storytelling. O objetivo é compreender como estas estratégias contribuem para fortalecer a identidade das marcas, melhorar a relação das mesmas com os seus consumidores e impulsionar o reconhecimento na indústria da moda de luxo.
This thesis explores the impact and adaptation of Digital Marketing in the luxury sector, a sector traditionally associated with exclusivity, discretion and personalized experience, with a specific focus on luxury brands in the fashion industry. With their growing digital presence and the emergence of new technologies, luxury brands in the fashion industry face the challenge of maintaining their identity and prestige on digital platforms that are accessible to everyone. The research focuses on how these brands manage to balance the need for exclusivity with the inherent accessibility of digital, exploring the specific strategies adopted by brands to create an online presence that maintains their prestige, exclusivity and sophistication. Topics such as luxury will be explored in depth and the various facets of digital marketing for luxury brands in the fashion industry will be analysed, including the use of social networks, collaborations with influencers and storytelling campaigns. The aim is to understand how improving their relationship with their consumers and boosting recognition in the luxury fashion industry.
This thesis explores the impact and adaptation of Digital Marketing in the luxury sector, a sector traditionally associated with exclusivity, discretion and personalized experience, with a specific focus on luxury brands in the fashion industry. With their growing digital presence and the emergence of new technologies, luxury brands in the fashion industry face the challenge of maintaining their identity and prestige on digital platforms that are accessible to everyone. The research focuses on how these brands manage to balance the need for exclusivity with the inherent accessibility of digital, exploring the specific strategies adopted by brands to create an online presence that maintains their prestige, exclusivity and sophistication. Topics such as luxury will be explored in depth and the various facets of digital marketing for luxury brands in the fashion industry will be analysed, including the use of social networks, collaborations with influencers and storytelling campaigns. The aim is to understand how improving their relationship with their consumers and boosting recognition in the luxury fashion industry.
Description
Keywords
Marketing digital Luxo Moda Exclusividade Marcas