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Publication
Projeto Retrosarias Centenárias da Baixa de Lisboa
| Name: | Description: | Size: | Format: | |
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| 4.35 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente projeto inicia-se pelo levantamento das condições do negócio tradicional das retrosarias da baixa lisboeta, pelo estudo do comércio retalhista, pela análise do conceito do retromarketing e pela sustentabilidade no consumo. Com o propósito de apresentar propostas no âmbito do marketing e do design, que ajudem a possibilitar a viabilidade do negócio, procurou-se uma estratégia que pudesse revitalizar e retirar estes negócios da obsolescência e do quase anonimato. Entendida a importância da comunicação com o consumidor, através das entrevistas realizadas uma vez que foi adoptada a metodologia qualitativa, e alinhado esse entendimento por alguns desenvolvimentos teóricos, suporta-se assim a apresentação de um conjunto de propostas para a criação de uma nova identidade. Esta nova identidade foi definida para cada retrosaria, bem como para uma unidade de engloba todas as lojas presentes neste estudo. As propostas apresentadas procuram agregar uma redefinição dos valores, enquanto orientação e suporte da comunicação, têm como objetivo a atração de novos públicos-alvo, mas também consideram uma nova criação estética e imagética que não deve ser desassociada destas marcas nem desatualizada. Com a estratégia criativa adoptada, espera-se conferir relevância, viabilidade económica e integração no contexto económico-cultural que dê uma nova vida às retrosarias da Rua da Conceição e às suas marcas.
The present project was initialized by examining the initial state of the haberdasher traditional business in historical Lisbon (Baixa district), by studying the retailer market in this context and also a thorough analysis of the retromarketing concept. As a mean of saving and revitalizing this business from bankruptcy and heritage loss, marketing and design solutions were proposed to tackle this issue. Understanding the importance of communication by having targeted interviews and associating this practical knowledge with theorical developments, allowed the creation of strategies and several proposals, which were identified as key to give these historical shops a reinforced sense of identity. This new identity was outlined as characteristical to every single haberdasher, as well as an independent one binding them all together. The identified proposal strives for reformulated values aided by a strengthened communication to newly identified target audience, supported also by a new esthetic and imagery which can neither be outdated nor disassociated of these brands. Adopting this approach will hopefully empower, bring economic benefits and integration across cultural-economic context, allowing a rebirth of haberdashers in Rua da Conceição and these brands.
The present project was initialized by examining the initial state of the haberdasher traditional business in historical Lisbon (Baixa district), by studying the retailer market in this context and also a thorough analysis of the retromarketing concept. As a mean of saving and revitalizing this business from bankruptcy and heritage loss, marketing and design solutions were proposed to tackle this issue. Understanding the importance of communication by having targeted interviews and associating this practical knowledge with theorical developments, allowed the creation of strategies and several proposals, which were identified as key to give these historical shops a reinforced sense of identity. This new identity was outlined as characteristical to every single haberdasher, as well as an independent one binding them all together. The identified proposal strives for reformulated values aided by a strengthened communication to newly identified target audience, supported also by a new esthetic and imagery which can neither be outdated nor disassociated of these brands. Adopting this approach will hopefully empower, bring economic benefits and integration across cultural-economic context, allowing a rebirth of haberdashers in Rua da Conceição and these brands.
Description
Keywords
Retromarketing Sustentabilidade Inovação Lojas com História Retrosarias Projeto de mestrado