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Publication
A incorporação da geração Z no setor do luxo: proposta de estratégias de aplicação para as marcas
| Name: | Description: | Size: | Format: | |
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| 138.13 KB | Adobe PDF | |||
| 10.98 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O setor de luxo tem testemunhado um crescimento considerável ao longo dos últimos anos, sendo as marcas englobadas neste mercado obrigadas a aplicar novas estratégias de marketing de forma a aliciar os novos segmentos de clientes e consumidores futuros.
Para que estas estratégias sejam eficazes, é necessário que as empresas antecipem o futuro e invistam tempo a estudar e perceber as necessidades dos seus futuros consumidores, para que seja possível cativá-los. Após o intenso estudo, no mundo empresarial, dos Millennials, as empresas não devem perder o foco nos seus consumidores futuros, a Geração Z. Esta geração obteve vivências divergentes da Geração Y, essencialmente no que envolve a tecnologia, o que fez com que estes obtivessem outras perspetivas. O estudo dos relacionamentos e a análise dos comportamentos que os consumidores podem estabelecer com as marcas são um contributo imperativo para perceber o reconhecimento que os consumidores lhes atribuem, sendo por isso a abordagem ao Brand Love e ao Brand Hate crucial para o efeito desta investigação.
Desta maneira, a presente investigação tem como objetivo perceber de que forma é que a Geração Z, a sua maneira de viver e as relações que esta tem com as marcas, afetam as estratégias da indústria do mercado de luxo, percebendo assim de que forma é que este setor pode reformulá-las, tornando-o mais cativante a este novo tipo de consumidor.
Over the past few years, there has been dramatic growth in the luxury goods sector and, with it, the demand for its brands to upgrade their marketing strategies in order to charm the up and coming consumers is noticeable. More often than not, for these strategies to be efficient, luxury brands have to foresee, study and comprehend the needs of the new luxury consumers, so that they are allured. After carefully studying the Millennials, throw an entrepreneur’s optic, brands ought to bear in mind who their new consumers are: Generation Z. Alike Generation Y, they experienced the world in a different manner, particularly when technology is concerned. Analyzing Generation Z’s behavior and emotions towards the luxury market plays a key role in understanding how they recognize and acknowledge the brand. For this reason, Brand Love and Brand Hate are crucial concepts to the outcome of this analyses. Accordingly, the aim of this analysis is to determine whether Generation Z’s experience and feelings towards luxury brands exert influence on their marketing strategies and, if so, what developments can the luxury goods sector make to seduce the new luxury consumer.
Over the past few years, there has been dramatic growth in the luxury goods sector and, with it, the demand for its brands to upgrade their marketing strategies in order to charm the up and coming consumers is noticeable. More often than not, for these strategies to be efficient, luxury brands have to foresee, study and comprehend the needs of the new luxury consumers, so that they are allured. After carefully studying the Millennials, throw an entrepreneur’s optic, brands ought to bear in mind who their new consumers are: Generation Z. Alike Generation Y, they experienced the world in a different manner, particularly when technology is concerned. Analyzing Generation Z’s behavior and emotions towards the luxury market plays a key role in understanding how they recognize and acknowledge the brand. For this reason, Brand Love and Brand Hate are crucial concepts to the outcome of this analyses. Accordingly, the aim of this analysis is to determine whether Generation Z’s experience and feelings towards luxury brands exert influence on their marketing strategies and, if so, what developments can the luxury goods sector make to seduce the new luxury consumer.
Description
Keywords
Mercado de luxo Marketing Brand love Brand hate Geração Z Estratégias Gestão do design