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Abstract(s)
A comunicação de moda, com a evolução do meio digital, tem vindo a adotar novos formatos
de comunicação, de forma a responder às necessidades do mercado. Contudo, algumas
marcas continuam a utilizar os meios tradicionais, como é o caso das marcas de vestuário de
dança. A publicidade que estas fazem do seu trabalho é escassa, sendo difícil para os
consumidores chegar até elas. Desta forma, é pertinente perceber como é que um formato de
comunicação mais interativo, como o fashion film, pode influenciar positivamente a escolha
dos consumidores.
Esta dissertação tem como objetivos perceber de que forma os fashion films podem
influenciar os consumidores das marcas de vestuário de dança e que vantagens o formato
vídeo oferece tanto às marcas como aos seus consumidores.
A utilização de uma metodologia mista, onde foram realizadas uma pesquisa qualitativa e
uma pesquisa quantitativa, permitiu perceber os hábitos de consumo de profissionais de
dança e, principalmente, o que estes pensam sobre a utilização dos fashion films pelas
marcas de vestuário de dança. Assim, uma vez que, estas marcas têm a vantagem de poder
recorrer à dança, ao movimento do corpo, o vídeo acaba por despertar mais interesse no
consumidor e, como os fashion films são partilhados em plataformas digitais, as marcas vão
conseguir chegar a um maior número de pessoas e de uma forma mais criativa
Fashion communication, with the evolution of the digital environment, has been adopting new communication formats in order to respond to market needs. However, some brands continue to use traditional means, such as dancewear brands. Their advertising is scarce and difficult for consumers to reach them. Thus, it is pertinent to understand how a more interactive communication format, such as fashion film, can positively influence consumer choice. This dissertation aims to understand how fashion films can influence consumers of dancewear brands and what advantages the video format offers both brands and their consumers. The use of a mixed methodology, where a qualitative research and a quantitative research were performed, allowed us to understand the consumption habits of dance professionals and, especially, what they think about the use of fashion films by dancewear brands. Thus, since these brands have the advantage of being able to resort to dance, body movement, video ultimately arouses more consumer interest and, as fashion films are shared on digital platforms, brands will be able to reach a more people and in a more creative way.
Fashion communication, with the evolution of the digital environment, has been adopting new communication formats in order to respond to market needs. However, some brands continue to use traditional means, such as dancewear brands. Their advertising is scarce and difficult for consumers to reach them. Thus, it is pertinent to understand how a more interactive communication format, such as fashion film, can positively influence consumer choice. This dissertation aims to understand how fashion films can influence consumers of dancewear brands and what advantages the video format offers both brands and their consumers. The use of a mixed methodology, where a qualitative research and a quantitative research were performed, allowed us to understand the consumption habits of dance professionals and, especially, what they think about the use of fashion films by dancewear brands. Thus, since these brands have the advantage of being able to resort to dance, body movement, video ultimately arouses more consumer interest and, as fashion films are shared on digital platforms, brands will be able to reach a more people and in a more creative way.
Description
Keywords
Comunicação de Moda Fashion Films Marcas de Vestuário de Dança Moda