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Publication
Aplicação de tendências na comunicação em marcas de moda
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.58 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Numa sociedade pautada pelo hiperconsumo, os indivíduos
procuram cada vez mais a aquisição de produtos por razões
que ultrapassam a utilidade dos mesmos: procuram
experiências, sensações, identificação nos valores comuns,
emoções, autoexpressão e estilos de vida. Assim, é
imprescindível para as marcas dotarem os seus produtos de
mais do que uma simples conotação e associar-lhe diversos
atributos intangíveis que permitam o reconhecimento dos
consumidores. O conceito de liquidez de Bauman (2003),
está cada vez mais presente na sociedade e os discursos das
marcas têm um papel fundamental para o contexto da moda
atualmente. É através das tendências que as marcas se podem
orientar no desenvolvimento de campanhas que estejam a par
dos valores e mentalidades socioculturais emergentes,
apoiando-se em estratégias de marketing relacional para
estabelecer relações com os seus consumidores e impactá-los
de forma a destacarem-se das marcas concorrentes. Com esta
investigação procura-se compreender em que medida a
pesquisa de tendências pode potenciar uma marca pela
criação e desenvolvimento de uma campanha publicitária, de
forma a envolver o consumidor com a marca e com os seus
valores, numa sociedade de hiperconsumo. Para tal,
desenvolveu-se um estudo de carácter qualitativo, em que se
propõe o método de entrevistas semiestruturadas às
consumidoras de uma marca de calçado portuguesa. Dos
resultados obtidos retiraram-se os impactos da pesquisa de
tendências como base estrutural de uma campanha, bem
como a pertinência de articular áreas que permitem potenciar
novas abordagens de estratégias para a comunicação das
marcas de moda, na sociedade contemporânea atual, para
estas se manterem ativas e destacadas no mercado em que se
inserem.
In a society ruled by hyperconsumption, individuals are increasingly looking to purchase products for reasons that go beyond their usefulness: they are looking for experiences, sensations, identification in common values, emotions, self expression, and lifestyles. Therefore, it is essential for brands to endow their products with more than a simple connotation and associate them with various intangible attributes that allow consumers to recognize them. The concept of liquidity from Bauman (2003), is increasingly present in society and the speeches of brands play a fundamental role in the context of fashion nowadays. It is through trends that brands can be guided in the development of campaigns that are aware of emerging sociocultural values and mentalities, relying on relationship marketing strategies to establish relationships with their consumers and impact them in a way that stands out from the competing brands. This investigation seeks to understand what extent trends research can enhance a brand through the creation and development of an advertising campaign, in order to involve the consumer with the brand and its values, in a hyper consumption society. To this end, a qualitative study was developed, in which the method proposed is semi-structured interviews with consumers of a Portuguese footwear brand. From the results obtained, withdrawn the impacts of trends research as the structural basis of a campaign, as well as the pertinence of articulating these areas for potentializing new approaches to communication strategies of fashion brands, in today’s contemporary society, so they remain active and prominent in the market in which they operate.
In a society ruled by hyperconsumption, individuals are increasingly looking to purchase products for reasons that go beyond their usefulness: they are looking for experiences, sensations, identification in common values, emotions, self expression, and lifestyles. Therefore, it is essential for brands to endow their products with more than a simple connotation and associate them with various intangible attributes that allow consumers to recognize them. The concept of liquidity from Bauman (2003), is increasingly present in society and the speeches of brands play a fundamental role in the context of fashion nowadays. It is through trends that brands can be guided in the development of campaigns that are aware of emerging sociocultural values and mentalities, relying on relationship marketing strategies to establish relationships with their consumers and impact them in a way that stands out from the competing brands. This investigation seeks to understand what extent trends research can enhance a brand through the creation and development of an advertising campaign, in order to involve the consumer with the brand and its values, in a hyper consumption society. To this end, a qualitative study was developed, in which the method proposed is semi-structured interviews with consumers of a Portuguese footwear brand. From the results obtained, withdrawn the impacts of trends research as the structural basis of a campaign, as well as the pertinence of articulating these areas for potentializing new approaches to communication strategies of fashion brands, in today’s contemporary society, so they remain active and prominent in the market in which they operate.
Description
Keywords
Tendências Marca Moda Comunicação Marketing relacional Hiperconsumo