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Publication
CRIAÇÃO DA MARCA BOSSA - BEACHWEAR E FITWEAR
| Name: | Description: | Size: | Format: | |
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| 4.66 MB | Adobe PDF |
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Abstract(s)
O presente Trabalho de Projeto apresenta o desenvolvimento de um plano estratégico de marketing para a Bossa, uma marca digital voltada para o segmento de moda praia e fitwear. O projeto pretende unir design exclusivo, inovação tecnológica e responsabilidade ambiental, oferecendo produtos que combinam sofisticação, conforto e impacto positivo no meio ambiente. A proposta surge da necessidade de adaptação das marcas ao novo cenário do retalho de moda, onde a digitalização, a personalização da experiência do consumidor e a sustentabilidade são fatores determinantes para o sucesso. O presente estudo analisa o setor de moda praia e fitness, identificando desafios e oportunidades para novas marcas que desejam destacar-se no mercado digital. São abordados temas como marketing digital, branding, comportamento do consumidor e estratégias de e-commerce, além da importância da sustentabilidade como diferencial competitivo. A metodologia utilizada inclui uma abordagem qualitativa e uma análise de mercado, para além da aplicação de ferramentas estratégicas para definir o posicionamento da marca. Este Trabalho de Projeto apresenta um plano de ações de marketing detalhado, que engloba a construção da identidade da marca, a definição do público-alvo, estratégias de marketing e comunicação, bem como o desenvolvimento do e-commerce e da experiência omnichannel. Como conclusão, este Trabalho de Projeto demonstra que, ao combinar inovação, identidade cultural e compromisso ambiental, a Bossa tem o potencial de se estabelecer como uma referência no mercado de moda sustentável e digital.
This project presents the development of a strategic marketing plan for Bossa, a digital brand targeting the beachwear and fitwear segments. The project aims to combine exclusive design, technological innovation and environmental responsibility, offering products that combine sophistication, comfort and positive environmental impact. The proposal stems from the need for brands to adapt to fashion retail, where digitalisation, personalised consumer experience, and sustainability are key success factors. This study analyses the beachwear and fitness sectors and identifies the challenges and opportunities for new brands that want to stand out in the digital market. Topics covered include digital marketing, branding, consumer behaviour and e-commerce strategies, as well as the importance of sustainability as a competitive stand-out. The methodology used includes qualitative research, market analysis and the application of strategic tools to define brand positioning. This leads to a detailed marketing action plan including the brand identity construction, definition of audience targets, marketing and communication strategies, as well as e-commerce and the omni-channel experience. In conclusion, this project demonstrates that by combining innovation, cultural identity and environmental commitment, Bossa has the potential to establish itself as a benchmark in the sustainable and digital fashion market.
This project presents the development of a strategic marketing plan for Bossa, a digital brand targeting the beachwear and fitwear segments. The project aims to combine exclusive design, technological innovation and environmental responsibility, offering products that combine sophistication, comfort and positive environmental impact. The proposal stems from the need for brands to adapt to fashion retail, where digitalisation, personalised consumer experience, and sustainability are key success factors. This study analyses the beachwear and fitness sectors and identifies the challenges and opportunities for new brands that want to stand out in the digital market. Topics covered include digital marketing, branding, consumer behaviour and e-commerce strategies, as well as the importance of sustainability as a competitive stand-out. The methodology used includes qualitative research, market analysis and the application of strategic tools to define brand positioning. This leads to a detailed marketing action plan including the brand identity construction, definition of audience targets, marketing and communication strategies, as well as e-commerce and the omni-channel experience. In conclusion, this project demonstrates that by combining innovation, cultural identity and environmental commitment, Bossa has the potential to establish itself as a benchmark in the sustainable and digital fashion market.
Description
Keywords
Marca Marketing Digital Marketing de Influência Moda Praia