| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 16.8 MB | Adobe PDF |
Authors
Abstract(s)
A presente dissertação tem como objetivo principal dar a conhecer a relação entre a moda
e a autoestima do consumidor, explorando em concreto a influência do visual
merchandising. O impacto da moda na autoestima e no sentido de identidade de cada
indivíduo torna importante compreender o que leva o consumidor a entrar numa loja e
a interessar-se pelos produtos expostos, bem como o que o influencia a comprar. Por
outro lado, o visual merchandising (VM) deixou de integrar apenas as estratégias
aplicadas em lojas físicas, sendo igualmente implementado a nível digital, tanto através
dos websites e das aplicações das marcas, como das suas redes sociais. O objetivo é
conceber experiências capazes de influenciar o consumidor, vinculando-o à marca e
estimulando a compra.
Esta investigação centra-se essencialmente na dimensão física do VM e procura
compreender as estratégias acionadas, a experiência proporcionada e o impacto da
mesma na autoestima do consumidor. Foi escolhida a marca Zara, do grupo Inditex,
como caso de estudo, optando-se por uma metodologia mista, de tipo quantitativo e
qualitativo. Esta inclui dois questionários aplicados a consumidores da marca em
análise, e uma entrevista em profundidade realizada a Miguel Branco, encarregado de
visual merchandising da secção de senhora da loja Zara Colombo, situada em Lisboa. Os
métodos de pesquisa escolhidos permitem compreender melhor a relação entre o
consumidor e a marca, articulando a perspetiva de quem é impactado pela experiência
de compra com a de quem a cria.
The main purpose of this dissertation is to obviate the existing connection between fashion and consumer self-esteem, exploring the specific influence of visual merchandising. The impact of fashion on the individual's self-esteem and sense of identity makes it important to understand what makes consumers enter a store and become interested in the products on display, as well as what influences them to buy. On the other hand, visual merchandising is no longer just part of the strategies applied in physical stores, since it is also being implemented at a digital level, both through the brands' websites and applications, as well as their social networks. The aim is to design experiences capable of influencing consumers, linking them to the brand and encouraging purchases. This research is mainly focused on the physical dimension of visual merchandising, and seeks to understand the applied strategies, the provided experience, and their impact on the consumer's self-esteem. Zara, from Inditex Group, was chosen as a case study, integrating the application of a mixed methodology, both quantitative and qualitative. It includes two questionnaires applied to consumers of the brand, and an in-depth interview with Miguel Branco, in charge of visual merchandising in the women's section of the Zara Colombo store, located in Lisbon. The chosen research methods allow a better understanding of the relationship between the consumer and the brand, articulating the perspective of those who are impacted by the shopping experience with the one from someone who creates it.
The main purpose of this dissertation is to obviate the existing connection between fashion and consumer self-esteem, exploring the specific influence of visual merchandising. The impact of fashion on the individual's self-esteem and sense of identity makes it important to understand what makes consumers enter a store and become interested in the products on display, as well as what influences them to buy. On the other hand, visual merchandising is no longer just part of the strategies applied in physical stores, since it is also being implemented at a digital level, both through the brands' websites and applications, as well as their social networks. The aim is to design experiences capable of influencing consumers, linking them to the brand and encouraging purchases. This research is mainly focused on the physical dimension of visual merchandising, and seeks to understand the applied strategies, the provided experience, and their impact on the consumer's self-esteem. Zara, from Inditex Group, was chosen as a case study, integrating the application of a mixed methodology, both quantitative and qualitative. It includes two questionnaires applied to consumers of the brand, and an in-depth interview with Miguel Branco, in charge of visual merchandising in the women's section of the Zara Colombo store, located in Lisbon. The chosen research methods allow a better understanding of the relationship between the consumer and the brand, articulating the perspective of those who are impacted by the shopping experience with the one from someone who creates it.
Description
Keywords
Autoestima Consumidor de Moda Experiência de Compra Visual Merchandising