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Advisor(s)
Abstract(s)
Esta dissertação procura entender a evolução do setor da moda perante as advertências
causadas pela pandemia da Covid-19, e de que modo o branding auxiliou as marcas de
moda dentro do contexto da crise. Embora subsista inúmeros e divergentes desafios em
tempos de incerteza, da mesma forma encontram-se oportunidades a ser conquistadas,
nomeadamente numa indústria que tem a capacidade de se reinventar, motivo que
levou este estudo a relacionar as ferramentas disponibilizadas pelo branding de moda.
Os objetivos que se procuram levantar são: a evolução do setor da moda (fazendo
levantamento de três espaços temporais, de modo a compreender de que forma a
pandemia acelerou as tendências previstas); qual a importância do branding na forma
como as empresas responderam à crise; as soluções encontradas para preservar o valor
da marca face ao comportamento do consumidor; e por último, a relevância do
branding na evolução da sustentabilidade na moda. Para obtenção destes resultados, o
estudo recorreu a uma metodologia exploratória. O estudo foi divido em três períodos
(antes da pandemia, durante e pós-pandemia), analisando o funcionamento das cadeias
de abastecimento, o comportamento do consumidor, a sustentabilidade na moda e por
fim, o branding e estratégias, seguindo de referências bibliográficas que procurou servir
a discussão das soluções apresentadas.
This thesis demand to understand the evolution of the fashion sector in the face of the warnings caused by the Covid-19 pandemic, and how branding has helped fashion brands within the context of the crisis. Although there are numerous and divergent challenges in times of uncertainty, there are also opportunities to be conquered, namely in an industry that has the ability to reinvent itself, which led this study to relate the tools provided by fashion branding. The objectives that are sought are: the evolution of the fashion sector (surveying three temporal spaces, in order to understand how the pandemic accelerated the expected trends); what is the importance of branding in the way companies responded to the crisis; the solutions found to preserve the value of the brand in the face of consumer behavior; and finally, the relevance of branding in the evolution of sustainability in fashion. To obtain these results, the study used an exploratory methodology. The study was divided into three periods (before the pandemic, during and after the pandemic), analyzing the functioning of supply chains, consumer behavior, sustainability in fashion and finally, branding and strategies, followed by bibliographic references that sought to serve the discussion of the solutions presented.
This thesis demand to understand the evolution of the fashion sector in the face of the warnings caused by the Covid-19 pandemic, and how branding has helped fashion brands within the context of the crisis. Although there are numerous and divergent challenges in times of uncertainty, there are also opportunities to be conquered, namely in an industry that has the ability to reinvent itself, which led this study to relate the tools provided by fashion branding. The objectives that are sought are: the evolution of the fashion sector (surveying three temporal spaces, in order to understand how the pandemic accelerated the expected trends); what is the importance of branding in the way companies responded to the crisis; the solutions found to preserve the value of the brand in the face of consumer behavior; and finally, the relevance of branding in the evolution of sustainability in fashion. To obtain these results, the study used an exploratory methodology. The study was divided into three periods (before the pandemic, during and after the pandemic), analyzing the functioning of supply chains, consumer behavior, sustainability in fashion and finally, branding and strategies, followed by bibliographic references that sought to serve the discussion of the solutions presented.
Description
Keywords
Branding Estratégias Marcas de Moda Pandemia Valor