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Publication
Gestão de moda, estratégia omnicanal e personalização: O estudo de caso da Pandora em Portugal
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| 15.27 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A presente investigação analisa o impacto da gestão de
moda, da estratégia omnicanal e da personalização na
estratégia de entrada e consolidação da marca Pandora no
mercado português, em articulação com o marketing
turístico e a arte da joalharia. A questão central consiste em
compreender de que forma estas dimensões estratégicas
influenciam o posicionamento da Pandora como marca de
“luxo acessível” e contribuem para a sua relevância junto
de consumidores locais e turistas. Parte-se da hipótese de
que a adoção de serviços de personalização em loja, a
aposta na estratégia omnicanal e a localização de flagships
em zonas turísticas reforçam o desejo pela marca,
aumentam a conversão de vendas e potenciam a criação de
valor experiencial. Atualmente, verifica-se uma
transformação de retalho de moda e joalharia, que passa de
abordagens centradas apenas no produto para narrativas
imersivas e experiências personalizadas, suportadas pela
digitalização e pela procura de souvenirs de identidade
cultural. O objetivo científico é investigar de que modo a
integração destas práticas impacta a gestão de moda e o
marketing turístico, identificando os contributos relevantes
para o avanço da literatura e para a prática empresarial. A
metodologia inclui revisão de literatura, estudo de caso da
Pandora em Portugal, análise de campanhas publicitárias,
observação não participantes em pontos de venda,
entrevistas exploratórias a profissionais do setor e a
consumidores/clientes.
This research analyzes the impact of fashion management, omnichannel strategy, and personalization on the entry and consolidation strategy of the Pandora brand in the Portuguese market, in conjunction with tourism marketing and the art of jewelry. The central question is to understand how these strategic dimensions influence Pandora's positioning as an “accessible luxury” brand and contribute to its relevance among local consumers and tourists. The starting point is the hypothesis that the adoption of in-store personalization services, the focus on omnichannel strategy, and the location of flagship stores in tourist areas reinforce desire for the brand, increase sales conversion, and enhance the creation of experiential value. Currently, there is a transformation in fashion and jewelry retail, which is moving from product-centric approaches to immersive narratives and personalized experiences, supported by digitization and the demand for souvenirs of cultural identity. The scientific objective is to investigate how the integration of these practices impacts fashion management and tourism marketing, identifying relevant contributions to the advancement of literature and business practice. The methodology includes a literature review, a case study of Pandora in Portugal, analysis of advertising campaigns, non-participant observation at points of sale, and exploratory interviews with industry professionals and consumers/customers.
This research analyzes the impact of fashion management, omnichannel strategy, and personalization on the entry and consolidation strategy of the Pandora brand in the Portuguese market, in conjunction with tourism marketing and the art of jewelry. The central question is to understand how these strategic dimensions influence Pandora's positioning as an “accessible luxury” brand and contribute to its relevance among local consumers and tourists. The starting point is the hypothesis that the adoption of in-store personalization services, the focus on omnichannel strategy, and the location of flagship stores in tourist areas reinforce desire for the brand, increase sales conversion, and enhance the creation of experiential value. Currently, there is a transformation in fashion and jewelry retail, which is moving from product-centric approaches to immersive narratives and personalized experiences, supported by digitization and the demand for souvenirs of cultural identity. The scientific objective is to investigate how the integration of these practices impacts fashion management and tourism marketing, identifying relevant contributions to the advancement of literature and business practice. The methodology includes a literature review, a case study of Pandora in Portugal, analysis of advertising campaigns, non-participant observation at points of sale, and exploratory interviews with industry professionals and consumers/customers.
Description
Keywords
Gestão de moda Estratégia omnicanal Personalização Marketing turístico Joalharia