A valorização das estratégias de marketing da fast fashion como impulsionadoras de compra: os determinantes do consumo da fast fashion
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Data
2015
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Resumo
O mercado da moda fast fashion revolucionou a indústria da moda e alterou as dinâmicas previamente existentes. Através da compreensão do comportamento dos
consumidores e o conceito da valorização dos produtos na sociedade contemporânea, foi
efetuado um estudo com o intuito de compreender qual das três principais estratégias de
marketing do mercado da fast fashion nomeadamente o preço, o design e a rotatividade das
coleções surge como a mais valorizada pelos consumidores induzindo os mesmos à compra.
Através da aplicação de um inquérito online, com referência aos dois grandes motores deste
mercado nomeadamente a H&M e a Zara, foi possível analisar a questão pretendida para a
presente investigação. Verificou-se que a dimensão design é a mais valorizada e que
essencialmente induz os consumidores à compra sendo que a dimensão preço também
revelou ser um fator chave para os inquiridos. Os resultados são de interesse para a indústria
da moda porque permite compreender as dinâmicas da sociedade contemporânea e também
decifrar um fator crítico de sucesso para as marcas deste mercado.
The fashion market fast fashion revolutionized the industry and changed the previously existing dynamics. Through the comprehension of the consumer behaviour as well as the concept of the value of products in the contemporary society, a study was elaborated with the intent in understanding which of the three main marketing strategies of the fast fashion market; price, design or the rotation of the collections, is the most valued my consumers and consequently induces a purchase. An online questionnaire was developed for the investigation and to obtain the much wanted answers; two of the main pillars of the market, H&M and Zara, where used as reference points. Through the analysis, we were able to extract that the design dimension is the one that effectively induces consumers into buying even though the dimension price was also extremely relevant to the inquired. The results of this investigation are of interest to the fashion industry as they allow us to comprehend the existing dynamics in the contemporary society and decipher what the critical factor of success is for brands in this giver market.
The fashion market fast fashion revolutionized the industry and changed the previously existing dynamics. Through the comprehension of the consumer behaviour as well as the concept of the value of products in the contemporary society, a study was elaborated with the intent in understanding which of the three main marketing strategies of the fast fashion market; price, design or the rotation of the collections, is the most valued my consumers and consequently induces a purchase. An online questionnaire was developed for the investigation and to obtain the much wanted answers; two of the main pillars of the market, H&M and Zara, where used as reference points. Through the analysis, we were able to extract that the design dimension is the one that effectively induces consumers into buying even though the dimension price was also extremely relevant to the inquired. The results of this investigation are of interest to the fashion industry as they allow us to comprehend the existing dynamics in the contemporary society and decipher what the critical factor of success is for brands in this giver market.
Descrição
Orientação: Rui Estrela
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, ESTRATÉGIAS DE MARKETING, MODA, DESIGN, COMPORTAMENTO DOS CONSUMIDORES, ESTUDOS DE MERCADO, VESTUÁRIO, PREÇOS, COMMUNICATION, MARKETING, MARKETING STRATEGIES, FASHION, DESIGN, CONSUMER BEHAVIOUR, MARKET RESEARCH, CLOTHING, PRICES