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Advisor(s)
Abstract(s)
A indústria do têxtil e vestuário é uma das mais antigas e tradicionais indústrias que
representa um dos maiores e mais importantes sectores empresariais a nível
nacionail. Hoje em dia, Portugal apresenta um nível de excelência e qualidade na sua
produção têxtil e o resultado disso é o interesse, procura e respeito por parte dos
mercados internacionais. Portugal começou a dar os seus primeiros passos no
design de moda no início do século XX com a abertura dos primeiros ateliers de
moda, porém e por diversas circunstâncias a indústria têxtil e de vestuário nunca
deu o devido crédito e importância à criatividade e design de autor. Apesar das
marcas portuguesas terem uma aproximação com a indústria e confeção têxtil, o que
representa uma grande vantagem competitiva, o mesmo não é suficiente para o
sucesso internacional das mesmas. É possível compreender que a maioria das
marcas de moda portuguesas com mais de 10 anos de carreira sempre tiveram
grandes dificuldades a níveis de marketing, comunicação e branding. Associações
como o ModaLisboa ou a ANJE (Portugal Fashion) que se posicionam como
promotoras da moda em Portugal, não conseguiram desenvolver estratégias de
comunicação e internacionalização eficientes durante muitos anos, sendo o processo
de internacionalização destas marcas ainda bastante recente. Para além de todas
estas circunstâncias, nos últimos 15 anos as tecnologias da informação e
comunicação revolucionaram a indústria da moda e hoje em dia representa um fator
crucial na comunicação, na construção de branding e no processo de
internacionalização. Esta dissertação analisa os três principais temas a
internacionalização, o branding e a comunicação onde tem como objetivo mostrar
os principais fundamentos destas áreas e possíveis estratégias a serem desenvolvidas
e aplicadas por marcas de moda. A análise desta dissertação passa por estudar o
enquadramento histórico da moda em Portugal; compreender o atual estado da
indústria têxtil e vestuário; e aplicar alguns dos fundamentos e modelos estudados a
três marcas de moda portuguesa. Esta investigação combina fontes secundárias
reunidas a partir de livros, revistas e relatórios e fontes primárias a partir de
entrevistas aos principais key-players da indústria da moda com o objetivo de dar
insights sobre a indústria e projeções futuras.
The fashion and textile industry is one of the oldest and most traditional industries, representing one of the largest and most important business sectors in Portugal. The level of excellence and quality in the textile production results in interest, demand and respect by the international markets. Portugal started taking its first steps in fashion design at the beginning of the 20th century with the opening of the first fashion ateliers, however, and due to various circumstances, the fashion and textile industry never invested enough on creativity and design. Portuguese brands have an approximation with the industry and textile production, which represents a big competitive advantage but at the same time that is not enough for their international success. It is possible to understand that most of portuguese fashion brands with more than 10 years of career had big difficulties in terms of marketing, communication and branding. Associations such as ModaLisboa or ANJE (Portugal Fashion) that position themselves as promoters of fashion in Portugal, have not managed to develop efficient communication and internationalization strategies for many years, and the internationalization process of these brands is still recent. In addition to all these circumstances, in the last 15 years, the information and communication technologies have revolutionized the fashion industry and today they represent a crucial factor in communication, in the construction of branding and in the internationalization process. This dissertation analyses these three main themes (internationalization, branding and communication) where it aims to show the main fundamentals of these areas and possible strategies to be developed and applied by fashion brands. The analysis of this dissertation involves studying the historical context of fashion in Portugal; understand the current state of the fashion and textile industry; and apply some of the fundamentals and frameworks studied to three Portuguese fashion brands. This investigation combines secondary sources gathered from books, magazines and reports and primary sources from interviews from the key-players on the industry in order to provide insights and future projections.
The fashion and textile industry is one of the oldest and most traditional industries, representing one of the largest and most important business sectors in Portugal. The level of excellence and quality in the textile production results in interest, demand and respect by the international markets. Portugal started taking its first steps in fashion design at the beginning of the 20th century with the opening of the first fashion ateliers, however, and due to various circumstances, the fashion and textile industry never invested enough on creativity and design. Portuguese brands have an approximation with the industry and textile production, which represents a big competitive advantage but at the same time that is not enough for their international success. It is possible to understand that most of portuguese fashion brands with more than 10 years of career had big difficulties in terms of marketing, communication and branding. Associations such as ModaLisboa or ANJE (Portugal Fashion) that position themselves as promoters of fashion in Portugal, have not managed to develop efficient communication and internationalization strategies for many years, and the internationalization process of these brands is still recent. In addition to all these circumstances, in the last 15 years, the information and communication technologies have revolutionized the fashion industry and today they represent a crucial factor in communication, in the construction of branding and in the internationalization process. This dissertation analyses these three main themes (internationalization, branding and communication) where it aims to show the main fundamentals of these areas and possible strategies to be developed and applied by fashion brands. The analysis of this dissertation involves studying the historical context of fashion in Portugal; understand the current state of the fashion and textile industry; and apply some of the fundamentals and frameworks studied to three Portuguese fashion brands. This investigation combines secondary sources gathered from books, magazines and reports and primary sources from interviews from the key-players on the industry in order to provide insights and future projections.
Description
Keywords
Branding Comunicação Internacionalização Marketing Moda Portugal