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TendĂȘncias culturais e o coolhunting na publicidade de moda: O estudo de caso da Jacquemus
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 31.7 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A moda representa uma forma de expressĂŁo cultural que
impacta o quotidiano de todos, representando a identidade,
os valores e as crenças da sociedade. Jå o consumo de
produtos de luxo, estå associado a sistemas de diferenciação
e distinção, onde os consumidores procuram exclusividade e
singularidade. No entanto, o conceito de luxo evoluiu,
abrangendo diversas categorias de produtos, adaptando as
mesmas Ă s tendĂȘncias culturais e Ă crescente procura por
significados simbĂłlicos e emocionais por parte dos
consumidores. Sendo que, o objetivo principal deste estudo
passa por compreender a relação da marca Jacquemus,
analisando a sua identidade e estratégia, a metodologia
utilizada foi um estudo de caso baseado num coolhunting,
uma abordagem qualitativa que permite captar mudanças
emergentes no comportamento e na cultura. Através da
anålise da comunicação e identidade visual da marca, e da
consequente utilização do Prisma de Kapferer, foi possĂvel
explorar as formas como a marca integra as tendĂȘncias
culturais.
Os resultados revelam que a marca incorpora de forma eficaz
as tendĂȘncias culturais emergentes, como o minimalismo e a
sustentabilidade nas suas campanhas, originando uma
narrativa autĂȘntica e inovadora que a destaca dos seus
concorrentes. Posto isto, conclui-se que a marca se mantém
relevante e coerente, equilibrando inovação e tradição na sua
comunicação estratégica.
Fashion is a form of cultural expression that impacts everyone's daily life, representing society's identity, values and beliefs. Consumption of luxury products, on the other hand, is associated with systems of differentiation and distinction, where consumers seek exclusivity and uniqueness. However, the concept of luxury has evolved to encompass various product categories, adapting them to cultural trends and the growing demand for symbolic and emotional meanings on the part of consumers. Since the main objective of this study is to understand the relationship between the Jacquemus brand, analysing the brand's identity and strategy, the methodology used was a case study based on coolhunting, a qualitative approach that allows us to capture emerging changes in behaviour and culture. By analysing the brand's communication and visual identity and using Kapferer's Prism, it was possible to explore the ways in which the brand integrates cultural trends. The results show that the brand effectively incorporates emerging cultural trends such as minimalism and sustainability into its campaigns, creating an authentic and innovative narrative that sets it apart from its competitors. That said, it can be concluded that the brand remains relevant and coherent, balancing innovation and tradition in its strategic communication.
Fashion is a form of cultural expression that impacts everyone's daily life, representing society's identity, values and beliefs. Consumption of luxury products, on the other hand, is associated with systems of differentiation and distinction, where consumers seek exclusivity and uniqueness. However, the concept of luxury has evolved to encompass various product categories, adapting them to cultural trends and the growing demand for symbolic and emotional meanings on the part of consumers. Since the main objective of this study is to understand the relationship between the Jacquemus brand, analysing the brand's identity and strategy, the methodology used was a case study based on coolhunting, a qualitative approach that allows us to capture emerging changes in behaviour and culture. By analysing the brand's communication and visual identity and using Kapferer's Prism, it was possible to explore the ways in which the brand integrates cultural trends. The results show that the brand effectively incorporates emerging cultural trends such as minimalism and sustainability into its campaigns, creating an authentic and innovative narrative that sets it apart from its competitors. That said, it can be concluded that the brand remains relevant and coherent, balancing innovation and tradition in its strategic communication.
Description
Keywords
Estudos de tendĂȘncias Comunicação estratĂ©gica Jacquemus Coolhunting Moda