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Authors
Abstract(s)
Perante uma sociedade caracterizada pelo hiperconsumo (Lipovetsky, 1989) e com o fenómeno
da internet e das redes sociais potencializando alterações no comportamento dos consumidores, tornase necessário compreender cada vez a respeito dos mesmos e dos seus hábitos. A moda é disseminada e
através do meio online e dos denominados de Influenciadores Digitais, que são responsáveis na decisão
de compra dos seus seguidores. No que toca às marcas de moda, estas desempenham um papel
fundamental para compreender, contextualizar e mapear comportamentos socioculturais emergentes
por serem detentoras de capital simbólico relevante nestes contextos. Procuramos analisar tendências
socioculturais através de uma abordagem ao coolhunting como prática de inspiração etnográfica,
cruzando os conhecimentos para entender sobre gestão de marcas ao nível pessoal (personal branding),
especificamente no caso de influenciadores digitais de moda e beleza no panorama nacional. Outro
objetivo prendeu-se com a compreensão sobre as relações entre os Estudos de Tendências e
o Branding, que se deu através da análise do ADN de marcas com o Prisma da Identidade da Marca de
Kapferer (2012), seguido de uma análise observacional com viés estatístico ao perfil de Instagram da
amostra em questão, que foram cruzados com os resultados da revisão literária especializada. Esta
pesquisa tirou conclusões sobre marcas de moda do setor pessoal, bem como sobre as suas promoções
errónea no mercado, no que toca às parcerias com Influenciadores Digitais. O presente estudo, se revela
pertinente para as temáticas em questão, além de se demonstrar atual e útil junto das Ciências
Empresariais e da Gestão para a criação de estratégias aplicáveis para as marcas.
Faced with a society characterized by hyper-consumption (Lipovetsky, 1989) and with the phenomenon of the internet and social networks, the potential changes in consumer behavior, it becomes necessary to understand each time about them and their habits. Fashion is extensive and through the online medium and so-called Digital Influencers, who are responsible in the decision to purchase their followers. Regarding the fashion brands, they play a fundamental role in understanding, contextualizing and mapping emerging sociocultural behaviors by having relevant symbolic capital in these contexts. We seek to analyze sociocultural trends through an approach to coolhunting, as a practice of ethnographic inspiration, crossing the knowledge to understand about brand management at personal level (personal branding), specifically in the case of digital influencers of fashion and beauty in the national panorama. Another objective was to understand the relationship between Trend Studies and Branding, which was done through the analysis of brand DNA with the Kapferer Brand Identity Prism (2012), followed by a subjective observational analysis statistic to the Instagram profile of the sample in question, which were crossed with the results of the specialized literary review. This research has drawn conclusions about fashion brands from the personal sector, as well as their erroneous promotions in the market, as far as partnerships with Digital Influencers are concerned. This study is pertinent to the issues in question, as well as being current and useful to the Business and Management Sciences for the creation of applicable strategies for brands.
Faced with a society characterized by hyper-consumption (Lipovetsky, 1989) and with the phenomenon of the internet and social networks, the potential changes in consumer behavior, it becomes necessary to understand each time about them and their habits. Fashion is extensive and through the online medium and so-called Digital Influencers, who are responsible in the decision to purchase their followers. Regarding the fashion brands, they play a fundamental role in understanding, contextualizing and mapping emerging sociocultural behaviors by having relevant symbolic capital in these contexts. We seek to analyze sociocultural trends through an approach to coolhunting, as a practice of ethnographic inspiration, crossing the knowledge to understand about brand management at personal level (personal branding), specifically in the case of digital influencers of fashion and beauty in the national panorama. Another objective was to understand the relationship between Trend Studies and Branding, which was done through the analysis of brand DNA with the Kapferer Brand Identity Prism (2012), followed by a subjective observational analysis statistic to the Instagram profile of the sample in question, which were crossed with the results of the specialized literary review. This research has drawn conclusions about fashion brands from the personal sector, as well as their erroneous promotions in the market, as far as partnerships with Digital Influencers are concerned. This study is pertinent to the issues in question, as well as being current and useful to the Business and Management Sciences for the creation of applicable strategies for brands.
Description
Keywords
Branding Pessoal Coolhunting Influenciadores Digitais Moda Tendências