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Comércio e comunicação online de Marcas de Moda de Luxo: novos modelos na era da sustentabilidade
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| Documento em Acesso Embargado até dia 07-10-2027. Tente solicitar cópia ao autor carregando no ficheiro | 3.17 MB | Adobe PDF |
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Abstract(s)
Atualmente, o online quer através das redes sociais quer dos websites e plataformas, tem aumentado na cota de mercado das marcas de moda em Portugal (37% dos 6,15 mil milhões de euros), e estima-se que em 2025 atinja 9,7 mil milhões de euros, o que indica o aumento proporcional de marcas de moda (Portugal Têxtil, maio 25, 2023). As redes sociais investem cada vez mais na comunicação de forma a criar o desejo e a venda dos produtos, e são o principal veículo de comunicação de novidades, notícias e coleções de uma determinada marca, provocando um grande desejo de consumir/obter determinado produto. A moda estará sempre presente no quotidiano da população, uma vez que faz parte, e é, um dos fatores que reflete e contribui para a evolução cultural, política e social da sociedade. Atualmente, a indústria têxtil e da moda de luxo recorrerem cada vez mais a formas inovadoras para combater os problemas do ecossistema da moda: nomeadamente a produção excessiva, consumo exagerado da utilização desmedida dos recursos e o excesso de desperdícios, criando políticas de sustentabilidade internas e externas que contribuam para reduzir todas estas questões. E, consequentemente a redução das alterações climáticas e uma melhor gestão dos recursos existentes no planeta na atualidade de forma a não comprometer os recursos das gestões futuras. As marcas de luxo na moda têm tido um crescimento significativo nos últimos anos, em 2022 o mercado de luxo cresceu 22%, com vendas na ordem dos 353 mil milhões de euros, segundo o estudo da Bain & Company Luxury Study (Expresso, 17 Nov 2022). Mas o preço e a exclusividade deste segmento não tornam os produtos disponíveis a todos. Atualmente o crescimento de novas formas de modelos de negócio surgem no mercado, mais sustentáveis, como a venda em segunda mão online, caso da Vinted, que permite prolongar a vida do produto. Este mercado deverá atingir 350 mil milhões de dólares (cerca de 325 mil milhões de euros) até 2028 e representará 10% do mercado da moda a nível mundial até 2025. Estas soluções permitem atingir novos públicos no mercado do luxo, mais acessível ao nível de preços e disponibilidade de produtos de luxo para desenvolvimento de novas formas de comunicação e produção de moda. De acordo com Carvalho (2022), “os compradores Millennials e Gen Z são o motor de crescimento da indústria. Juntas, estas duas gerações de compradores/ consumidores representarão 70 % de todas as vendas de luxo até 2025.” Assim, este projeto permite responder à seguinte questão: Qual a estratégia, modelo de negócio e comunicação para um projeto associado a marcas de moda de luxo feminino num mercado que contribua para a sustentabilidade no ecossistema da moda, dirigido a um público da geração Z que opera maioritariamente nas redes sociais? O presente projeto assenta numa proposta de criação de uma marca/ plataforma, para venda online, revenda e aluguer de artigos de marcas de moda de todo o tipo de luxo, e designers emergentes com características de exclusividade e qualidade. Não será apenas mais uma marca que exerce a revenda ou aluguer de artigos de luxo, através de uma plataforma digital ou aplicação, onde vários utilizadores submetem os seus próprios artigos de luxo para aluguer ou venda, com o intuito de contribuir para uma melhor gestão dos recursos existentes. Pretende-se sim construir uma marca e espaço que promove a inspiração artística da indústria, e que simultaneamente contribua para a redução do consumo excessivo, de forma a fomentar a sustentabilidade e a circularidade. Este projeto é abrangente para todas as faixas etárias e pretende ser um negócio diferenciado dentro da própria indústria, assumindo a essência que cada marca transparece, e assume um paralelismo de identidade com o de uma revista de moda. Com a criação da marca e respetivo registo, conclui-se a existência de uma identidade visual apelativa e desejada, que permite criar valor aos produtos e o desejo aos consumidores de produtos de luxo de qualidade e exclusividade, independente de oferecer peças usadas, mas que no luxo, são as que apresentam, na sua maioria maior durabilidade, boa aparência e qualidade. A maioria das peças de moda de luxo são produzidos em alta qualidade, além do que o projeto englobará uma série de serviços integrados de conservação, reparação, limpeza e restauração que apelam à sustentabilidade e a um consumo consciente por parte dos consumidores, além de acrescentar valor para a marca.
Currently, online, whether through social networks or websites and platforms, has increased the market share of fashion brands in Portugal (37% of the 6.15 billion euros), and it is estimated that in 2025 it will reach 9. 7 billion euros, which indicates the proportional increase in fashion brands (Portugal Têxtil, May 25, 2023). Social networks invest more and more in communication in order to create desire and sell products, and are the main vehicle for communicating news, news and collections of a certain brand, causing a great desire to consume/obtain a certain product. Fashion will always be present in the daily lives of the population, as it is part of, and is, one of the factors that reflects and contributes to the cultural, political and social evolution of society. Currently, the textile and luxury fashion industry increasingly resort to innovative ways to combat the problems of the fashion ecosystem: namely excessive production, exaggerated consumption, excessive use of resources and excess waste, creating internal sustainability policies and that contribute to reducing all these issues. And, consequently, the reduction of climate change and better management of the resources existing on the planet today so as not to compromise the resources of future management. Luxury brands in fashion have experienced significant growth in recent years, in 2022 the luxury market grew 22%, with sales of around 353 billion euros, according to the study by Bain & Company Luxury Study (Expresso, 17 Nov 2022) . But the price and exclusivity of this segment do not make the products available to everyone. Currently, new forms of business models are emerging on the market, which are more sustainable, such as online second-hand sales, such as Vinted, which allows the product's life to be extended. This market is expected to reach 350 billion dollars (around 325 billion euros) by 2028 and will represent 10% of the fashion market worldwide by 2025. These solutions make it possible to reach new audiences in the luxury market, which is more accessible in terms of prices and availability of luxury products for the development of new forms of communication and fashion production. According to Carvalho (2022), “Millennial and Gen Z buyers are the industry’s growth engine. Together, these two generations of buyers/consumers will represent 70% of all luxury sales by 2025.” Therefore, this project allows us to answer the following question: What is the strategy, business model and communication for a project associated with women's luxury fashion brands in a market that contributes to sustainability in the fashion ecosystem, aimed at a generation Z audience? that operates mainly on social media? This project is based on a proposal to create a brand/platform, for the online sale, resale and rental of items from fashion brands of all types of luxury, and emerging designers with characteristics of exclusivity and quality. It will not be just another brand that resells or rents luxury items, through a digital platform or application, where several users submit their own luxury items for rent or sale, with the intention of contributing to better resource management. existing. The aim is to build a brand and space that promotes the artistic inspiration of the industry, and that simultaneously contributes to reduce excessive consumption, in order to promote sustainability and circularity. This project is comprehensive for all age groups and aims to be a differentiated business within the industry itself, assuming the essence that each brand conveys, and assuming a parallel identity with that of a fashion magazine. With the creation of the brand and its registration, the existence of an appealing and desired visual identity is concluded, which allows the creation of value to products and the desire for consumers of luxury products of quality and exclusivity, regardless of offering used pieces, but which in luxury, they are mostly those that present greater durability, good appearance and quality. The majority of luxury fashion pieces are produced in high quality, in addition to which the project will encompass a series of integrated conservation, repair, cleaning and restoration services that appeal to sustainability and conscious consumption by consumers, in addition to adding value for the brand.
Currently, online, whether through social networks or websites and platforms, has increased the market share of fashion brands in Portugal (37% of the 6.15 billion euros), and it is estimated that in 2025 it will reach 9. 7 billion euros, which indicates the proportional increase in fashion brands (Portugal Têxtil, May 25, 2023). Social networks invest more and more in communication in order to create desire and sell products, and are the main vehicle for communicating news, news and collections of a certain brand, causing a great desire to consume/obtain a certain product. Fashion will always be present in the daily lives of the population, as it is part of, and is, one of the factors that reflects and contributes to the cultural, political and social evolution of society. Currently, the textile and luxury fashion industry increasingly resort to innovative ways to combat the problems of the fashion ecosystem: namely excessive production, exaggerated consumption, excessive use of resources and excess waste, creating internal sustainability policies and that contribute to reducing all these issues. And, consequently, the reduction of climate change and better management of the resources existing on the planet today so as not to compromise the resources of future management. Luxury brands in fashion have experienced significant growth in recent years, in 2022 the luxury market grew 22%, with sales of around 353 billion euros, according to the study by Bain & Company Luxury Study (Expresso, 17 Nov 2022) . But the price and exclusivity of this segment do not make the products available to everyone. Currently, new forms of business models are emerging on the market, which are more sustainable, such as online second-hand sales, such as Vinted, which allows the product's life to be extended. This market is expected to reach 350 billion dollars (around 325 billion euros) by 2028 and will represent 10% of the fashion market worldwide by 2025. These solutions make it possible to reach new audiences in the luxury market, which is more accessible in terms of prices and availability of luxury products for the development of new forms of communication and fashion production. According to Carvalho (2022), “Millennial and Gen Z buyers are the industry’s growth engine. Together, these two generations of buyers/consumers will represent 70% of all luxury sales by 2025.” Therefore, this project allows us to answer the following question: What is the strategy, business model and communication for a project associated with women's luxury fashion brands in a market that contributes to sustainability in the fashion ecosystem, aimed at a generation Z audience? that operates mainly on social media? This project is based on a proposal to create a brand/platform, for the online sale, resale and rental of items from fashion brands of all types of luxury, and emerging designers with characteristics of exclusivity and quality. It will not be just another brand that resells or rents luxury items, through a digital platform or application, where several users submit their own luxury items for rent or sale, with the intention of contributing to better resource management. existing. The aim is to build a brand and space that promotes the artistic inspiration of the industry, and that simultaneously contributes to reduce excessive consumption, in order to promote sustainability and circularity. This project is comprehensive for all age groups and aims to be a differentiated business within the industry itself, assuming the essence that each brand conveys, and assuming a parallel identity with that of a fashion magazine. With the creation of the brand and its registration, the existence of an appealing and desired visual identity is concluded, which allows the creation of value to products and the desire for consumers of luxury products of quality and exclusivity, regardless of offering used pieces, but which in luxury, they are mostly those that present greater durability, good appearance and quality. The majority of luxury fashion pieces are produced in high quality, in addition to which the project will encompass a series of integrated conservation, repair, cleaning and restoration services that appeal to sustainability and conscious consumption by consumers, in addition to adding value for the brand.
Description
Keywords
Marcas de Moda de Luxo Comércio online Sustentabilidade Comunicação e produção de moda online Criatividade Luxury Fashion Brands Online commerce Sustainability Communication and online fashion production Creativity