Estratégias de marketing para a internacionalização de marcas de moda de luxo portuguesas
Miniatura indisponível
Data
2021
Autores
Título da revista
ISSN da revista
Título do Volume
Editora
Resumo
Esta dissertação tem como objetivo conhecer quais as estratégias de marketing
que as marcas de moda de luxo portuguesas usam na internacionalização das
suas marcas e quais poderão adotar no seu processo de internacionalização, de
forma a obterem maior sucesso. Em Portugal, o número de marcas de moda do
segmento de luxo tem aumentado muito nos últimos anos, e grande parte
destas marcas têm como principal objetivo conquistar os mercados
internacionais. Este estudo, de natureza descritiva e exploratória, pretende
servir de apoio às marcas na sua internacionalização, nomeadamente no que
diz respeito à sua estratégia de produto, preço, distribuição e comunicação.
Para tal, foram realizadas cinco entrevistas em profundidade a cinco
responsáveis de marketing de cinco marcas que mais se adequavam ao estudo,
foram feitas questões sobre o tema a cinco Diretores Gerais ou CEO’s de
empresas estreitamente relacionadas com a moda em Portugal, e foram
também analisados documentos e livros relevantes para o estudo.
Concluiu-se que as marcas de luxo portuguesas, devem tentar disponibilizar
toda a sua gama de produtos nos diferentes mercados internacionais,
oferecendo ainda serviços que completem a experiência do cliente e fazendo
parcerias com outras marcas de luxo internacionais, de forma a aumentar a sua
notoriedade, alavancadas em marcas já reconhecidas pelos consumidores. Os
resultados indicaram ainda que o preço dos produtos de luxo icónicos deve
aumentar gradualmente a nível internacional, e que as marcas não devem
praticar saldos, apenas reduções especiais de preço. Os preços devem ainda
ser comunicados de forma discreta nos pontos de venda internacionais da
marca. Para entrar em novos mercados, as marcas de luxo portuguesas devem
começar por estar presentes em lojas multimarca ou department stores,
mantendo um relacionamento próximo com as mesmas e, só posteriormente,
apostar na abertura de uma flagship store. A nível de comunicação
internacional, deve ser feita uma aposta nas relações públicas e com a
imprensa, na realização de eventos e na comunicação online. As marcas podem
ainda possuir um embaixador da marca e patrocinar eventos internacionais.
This dissertation aims to find out which marketing strategies the Portuguese luxury fashion brands use in the internationalization of their brands and which they may adopt in their internationalization process, in order to obtain greater success. In Portugal, the number of fashion brands in the luxury segment has increased a lot in recent years, and most of these brands have as main objective to conquer international markets. This study, of a descriptive and exploratory nature, aims to support brands in their internationalization, namely with regard to their product, price, distribution and communication strategy. To this end, ten in-depth interviews were conducted with five marketing officers from five brands that best suited the study, questions were asked about the topic to General Directors or CEOs of companies closely related to the topic, and documents and books were also analyzed relevant to the study. It was concluded that Portuguese luxury brands, should try to make their entire range of products available in different international markets, offering services that complete the customer experience and partnering with other international luxury brands, in order to increase its notoriety, leveraged on brands already recognized by consumers. The results also indicated that the price of iconic luxury products should gradually increase internationally, and that brands should not practice sales, only special price reductions. Prices must also be communicated discreetly at the brand's international points of sale. To enter new markets, Portuguese luxury brands must start by being present in multi-brand stores or department stores, maintaining a close relationship with them and, only later, bet on opening a flagship store. It was also visible that the European and American markets are the most attractive for Portuguese luxury brands. In terms of international communication, a bet should be made on public relations and the press, on holding events and on online communication. Brands can also have a brand ambassador and sponsor international events.
This dissertation aims to find out which marketing strategies the Portuguese luxury fashion brands use in the internationalization of their brands and which they may adopt in their internationalization process, in order to obtain greater success. In Portugal, the number of fashion brands in the luxury segment has increased a lot in recent years, and most of these brands have as main objective to conquer international markets. This study, of a descriptive and exploratory nature, aims to support brands in their internationalization, namely with regard to their product, price, distribution and communication strategy. To this end, ten in-depth interviews were conducted with five marketing officers from five brands that best suited the study, questions were asked about the topic to General Directors or CEOs of companies closely related to the topic, and documents and books were also analyzed relevant to the study. It was concluded that Portuguese luxury brands, should try to make their entire range of products available in different international markets, offering services that complete the customer experience and partnering with other international luxury brands, in order to increase its notoriety, leveraged on brands already recognized by consumers. The results also indicated that the price of iconic luxury products should gradually increase internationally, and that brands should not practice sales, only special price reductions. Prices must also be communicated discreetly at the brand's international points of sale. To enter new markets, Portuguese luxury brands must start by being present in multi-brand stores or department stores, maintaining a close relationship with them and, only later, bet on opening a flagship store. It was also visible that the European and American markets are the most attractive for Portuguese luxury brands. In terms of international communication, a bet should be made on public relations and the press, on holding events and on online communication. Brands can also have a brand ambassador and sponsor international events.
Descrição
Orientação: Eduardo Moraes Sarmento
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, ESTRATÉGIAS DE MARKETING, GESTÃO DE MARCAS, GESTÃO INTERNACIONAL, BENS DE LUXO, MODA, MARCAS COMERCIAIS, COMMUNICATION, MARKETING, MARKETING STRATEGIES, BRAND MANAGEMENT, INTERNATIONAL MANAGEMENT, LUXURY GOODS, FASHION, TRADEMARKS