Loading...
2 results
Search Results
Now showing 1 - 2 of 2
- Comércio de produtos de moda onlinePublication . Martins, Paulo Gabriel Correia; Pereira, Maria Madalena RochaPresentemente a Internet e as suas possibilidades tornam-se elementos cada vez mais preciosos no dia-a-dia do indivíduo, acompanhando-o e ligando-o, facilitando-lhe a interacção, dando-lhe o poder da decisão. Sendo o ser humano, um ser consumista, a Internet aproxima-o também ao comércio, que se expande largamente por este meio e que o aproxima de uma perspectiva global em que qualquer produto ou serviço estão ao seu alcance e dispor. Nesse sentido o enquadramento teórico visa entender e analisar o e-commerce e todas as suas potencialidades e elementos, passando pelo Visual Merchandising dos produtos e site e do impacto deste nas forças de venda e interacção com o consumidor, nos diferentes tipos de comércio, no qual o e-commerce é ramificado, bem como, a forma como a moda se expande e se dá a conhecer por este meio, quais os seus principais atributos e quais as hipóteses e possibilidades de desenvolvimento desta. O comportamento do consumidor e os elementos do e-commerce serão os pontos tidos em maior consideração nesta investigação, uma vez que são estes que possibilitam a compra e venda dos produtos de moda online e nesse sentido foi efectuado um inquérito e a análise de diversos sites de diferentes produtos de moda, a fim de obter quais os elementos que o consumidor considera fulcrais no e-commerce e quais as potencialidades apresentadas nos sites, contrapondo posteriormente estes resultados, apresentando as mais-valias e problemas identificados em cada um dos sites de acordo com as preferências do consumidor.
- Development of a co-creation model that streamlines the fashion process from the consumer to the manufacturePublication . Martins, Paulo Gabriel Correia; Miguel, Rui Alberto LopesNowadays, co-creation, a relatively new concept in the fashion field, is managing to approach consumers directly and thus get a detailed understanding of their needs and desires. Some brands already use this concept as the basis of their business, which is an added value for the product and consequently for its suitability. However, the adoption of this concept has been addressed in the literature in an isolated way concerning consumers or brands, and its impact on the supply chain is still unknown, so its applicability also needs research. There is also no clear idea of the role of the fashion designer in co-creation fashion brands, and its role has also not been taken into account in the literature. In a real business context, the management of the processes of the different brands is done autonomously. There is no pre-defined model for the structuration or application that can serve as a basis for brands that want to adopt this concept. Thus, this research focused on creating a co-creation model that can simplify the process from consumer to production, focusing on fashion design, the product and the fashion designer, and the supply chain, with the aim of creating a co-creation model, so that brands that want to adopt the co-creation concept can apply it in real life. An initial literature review revealed problems in the co-creation process that need a solution and helped to identify the research problems. Subsequently, a comprehensive literature review was carried out on co-creation, other concepts complementary to cocreation, fashion design and the fashion business, consumers and the supply chain. Secondly, a cases study focused on fashion brands already working with co-creation was done to better understand how it works. Finally, a survey to consumers and interviews with fashion designers and supply chain experts were conducted to understand each party's point of view. These contributed to the revelation of important information, subsequently implemented in the new co-creation model that allowed the simplification of the process and its simultaneous suitability to consumers, brands and supply chain. The results obtained allowed answering the research questions, the proposed objectives and structuring a new co-creation model.