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Authors
Abstract(s)
Apresento esta dissertação no âmbito da obtenção do grau de mestre em Branding e
Design de Moda através da Universidade da Beira Interior e do IADE - Universidade
Europeia.
O propósito principal desta investigação é perceber de que forma as estratégias de
sustentabilidade nas marcas de moda de luxo podem contribuir para o desenvolvimento
de brand love, e entender se as marcas de moda de luxo têm mais probabilidade de
atingir o patamar de brand love.
Recorreu-se a uma metodologia não intervencionista para uma revisão de literatura
sobre conceitos relacionados com o brand love, moda de luxo e sustentabilidade. Numa
ótica intervencionista, procedeu-se à redação de um estudo de caso sobre a marca Stella
McCartney, que desempenha um papel notável na moda sustentável, e realizaram-se
entrevistas a especialistas da área do marketing, branding e design sustentável.
Apesar de algumas limitações relacionadas com a falta de informação científica sobre a
relação do brand love com a moda de luxo sustentável, esta investigação permitiu
concluir que as marcas de moda de luxo podem atingir o patamar do brand love com
mais facilidade, sobretudo quando aplicam nas suas estratégias de branding, políticas de
CSR alinhadas com os objetivos para o desenvolvimento sustentável, e assim, impactam
positivamente as emoções dos seus consumidores.
I present this dissertation to obtain a master’s degree in Branding and Fashion Design through the Universidade da Beira Interior and IADE – Universidade Europeia. The main purpose of this investigation is to understand how sustainability strategies in luxury fashion brands can contribute to the development of brand love, and to understand if luxury fashion brands are more likely to reach the level of brand love. A non-interventionist methodology was used for a literature review on concepts related to brand love, luxury fashion and sustainability. From an interventionist perspective, a case study was written about the Stella McCartney brand, which plays a notable role in sustainable fashion, and interviews were carried out with specialists in the field of marketing, branding, and sustainable design. Despite some limitations related to the lack of scientific information about the relationship between brand love and sustainable luxury fashion, this investigation led to the conclusion that luxury fashion brands can reach the level of brand love more easily, especially when they apply CSR policies in their branding strategies, aligned with the goals for sustainable development, and consequently, impact positively the emotions of its consumers.
I present this dissertation to obtain a master’s degree in Branding and Fashion Design through the Universidade da Beira Interior and IADE – Universidade Europeia. The main purpose of this investigation is to understand how sustainability strategies in luxury fashion brands can contribute to the development of brand love, and to understand if luxury fashion brands are more likely to reach the level of brand love. A non-interventionist methodology was used for a literature review on concepts related to brand love, luxury fashion and sustainability. From an interventionist perspective, a case study was written about the Stella McCartney brand, which plays a notable role in sustainable fashion, and interviews were carried out with specialists in the field of marketing, branding, and sustainable design. Despite some limitations related to the lack of scientific information about the relationship between brand love and sustainable luxury fashion, this investigation led to the conclusion that luxury fashion brands can reach the level of brand love more easily, especially when they apply CSR policies in their branding strategies, aligned with the goals for sustainable development, and consequently, impact positively the emotions of its consumers.
Description
Keywords
Brand Love Estratégia Luxo Moda Sustentabilidade