Marketing de moda : a percepção da marca Zara
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2012
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No contexto complexo dos mercados de consumo, entender e dominar todas as bases e práticas de marketing tornou-se essencial para a sobrevivência de qualquer marca/empresa.
No mercado global da moda, a transformação ainda é mais acelerada em resultado da evolução das necessidades e desejos dos consumidores e do fácil acesso à informação.
A partir da pesquisa bibliográfica especificamos e analisamos complexo mundo da moda, o conceito de marketing de moda e os factores estratégicos necessários para compreender a sobrevivência e crescimento de uma marca de moda no mercado actual, compreendendo a capacidade do sector da moda em adaptar-se às constantes mudanças do mercado e da sociedade, sem deixar de corresponder às expectativas e necessidades dos consumidores.
Aprofundaremos esta problemática explorando o caso da marca de moda Zara, reconhecida e aplaudida pelo seu êxito global, realizando um estudo de caso, com o objectivo de compreender a percepção dos diferentes consumidores em resultado das estratégias de comunicação e de marketing da marca. O do nosso estudo empírico é compreender se a marca age correctamente ou não ao aplicar as mesmas estratégias em dois países distintos, Portugal e Espanha, que considera como domésticos.
Em resultado do estudo realizado, constatámos que apesar da percepção da marca ser algo semelhante, as divergências no que toca no factor preço e influência dele, misturado com as diferenças socioeconómicas e de disponibilidade económica de ambos os países, provocam uma discrepância de opiniões e percepções.Concluímos a nossa dissertação com a apresentação de sugestões relativas ao marketing mix que visam um melhor ajustamento entre a percepção da imagem de marca da Zara e a estratégia de marketing seguida por esta marca de moda.
In the complex context of consumer markets, understanding and mastering all the marketing bases and practices has become essential for the survival of any brand/ company. In the global market of fashion, the transformation is even faster, as a result of the changing needs and desires of consumers and to the easy access to information. Based on the bibliographical research we specify and analyze the concept of fashion marketing and strategic factors necessary to understanding the survival and growth of a fashion brand in the current market, enframed by an understanding of the ability of the fashion sector in adapting to constant market changes and society, while corresponding with the expectations and needs of consumers. We approach this issue by exploring the case of the fashion brand Zara, recognized and applauded by its global success, conducting a case study to understand the different perceptions of different consumers as a result of the communication and marketing strategies of the brand. In order to understand if the brand acts correctly or not, by applying the same strategies in two different countries, Portugal and Spain, which are both considered as domestic. As a result of the study, we found that despite the perception of the brand, that consumers have in both countries being fairly similar, the differences regarding the price factor and its influence, mixed with socio-economic differences and affordability issues in both countries, cause a discrepancy of opinions and perceptions which is quite large, possibly enough to justify an adaptation of the marketing mix of the brand to each of the countries. We conclude our dissertation by presenting suggestions concerning improvements in the marketing mix that would enable a better adjustment between the perceptions of Zara’s brand image to the marketing strategy followed by this fashion brand.
In the complex context of consumer markets, understanding and mastering all the marketing bases and practices has become essential for the survival of any brand/ company. In the global market of fashion, the transformation is even faster, as a result of the changing needs and desires of consumers and to the easy access to information. Based on the bibliographical research we specify and analyze the concept of fashion marketing and strategic factors necessary to understanding the survival and growth of a fashion brand in the current market, enframed by an understanding of the ability of the fashion sector in adapting to constant market changes and society, while corresponding with the expectations and needs of consumers. We approach this issue by exploring the case of the fashion brand Zara, recognized and applauded by its global success, conducting a case study to understand the different perceptions of different consumers as a result of the communication and marketing strategies of the brand. In order to understand if the brand acts correctly or not, by applying the same strategies in two different countries, Portugal and Spain, which are both considered as domestic. As a result of the study, we found that despite the perception of the brand, that consumers have in both countries being fairly similar, the differences regarding the price factor and its influence, mixed with socio-economic differences and affordability issues in both countries, cause a discrepancy of opinions and perceptions which is quite large, possibly enough to justify an adaptation of the marketing mix of the brand to each of the countries. We conclude our dissertation by presenting suggestions concerning improvements in the marketing mix that would enable a better adjustment between the perceptions of Zara’s brand image to the marketing strategy followed by this fashion brand.
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Orientação : Fátima Patrícia Nunes da Encarnação Marques Dias Soares
Palavras-chave
COMUNICAÇÃO, COMMUNICATION, MODA, FASHION, MARKETING, MARKETING, HÁBITOS DE CONSUMO, CONSUMPTION HABITS, MARCAS COMERCIAIS, TRADEMARKS, ZARA, MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE