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Authors
Abstract(s)
As colaborações desempenham um papel importante na construção da identidade de
uma marca, ajudando igualmente a expandir o mercado consumidor. Unindo forças com
outras marcas ou personalidades, as empresas têm a oportunidade de ampliar sua
presença, alcançar novos públicos e fortalecer sua imagem dentro do mercado. Através
dessas parcerias, as marcas podem aproveitar sinergias, combinando recursos e
competências para criar produtos ou serviços inovadores. Além disso, as parcerias
podem contribuir para a construção de uma reputação positiva, ao associar a marca a
valores e missões compartilhados. Sendo assim as colaborações não apenas impulsionam
o crescimento, mas também ajudam a moldar a percepção da marca, criando conexões
mais próximas e profundas com os consumidores.
A presente dissertação se debruça sobre a natureza das colaborações na moda,
examinando suas manifestações entre marcas e celebridades. Este estudo centra-se, em
concreto, na análise de algumas parcerias realizadas pelas marcas Moschino e Versace,
exemplificando a importância das colaborações na indústria da moda e como elas podem
impactar a perceção da marca. A Moschino e a Versace são conhecidas por suas
colaborações inovadoras e criativas em diversos setores. Analisar algumas dessas
colaborações contribui para compreender como as estratégias de marca influenciam o
sucesso de tais empreendimentos, bem como de que modo essas parcerias podem abrir
portas para a exploração de novos mercados e públicos.
Collaborations play a significant role shaping a brand’s identity and aiding in market expansion. By joining forces with other brands or personalities, companies have the opportunity to broaden their presence, reach new audiences, and strengthen their image within the market. Through these partnerships, brands can leverage synergies, combining resources and expertise to create innovative products or services. Furthermore, collaborations can contribute to building a positive reputation by associating the brand with shared values and missions. Therefore, collaborations not only drive growth but also help shape the brand1s perception, fostering closer and deeper connections with consumers. This dissertation focuses on the nature of collaborations in fashion, examining their manifestations between brands and celebrities. This study focuses, specifically, on the analysis of some partnerships carried out by the brands Moschino and Versace, exemplifying the importance of collaborations in the fashion industry and how they can impact the perception of the brand. Moschino and Versace are known for their innovative and creative collaborations across industries. Analyzing some of these collaborations helps to understand how brand strategies influence the success of such ventures, as well as how these partnerships can open doors for the exploration of new markets and audiences.
Collaborations play a significant role shaping a brand’s identity and aiding in market expansion. By joining forces with other brands or personalities, companies have the opportunity to broaden their presence, reach new audiences, and strengthen their image within the market. Through these partnerships, brands can leverage synergies, combining resources and expertise to create innovative products or services. Furthermore, collaborations can contribute to building a positive reputation by associating the brand with shared values and missions. Therefore, collaborations not only drive growth but also help shape the brand1s perception, fostering closer and deeper connections with consumers. This dissertation focuses on the nature of collaborations in fashion, examining their manifestations between brands and celebrities. This study focuses, specifically, on the analysis of some partnerships carried out by the brands Moschino and Versace, exemplifying the importance of collaborations in the fashion industry and how they can impact the perception of the brand. Moschino and Versace are known for their innovative and creative collaborations across industries. Analyzing some of these collaborations helps to understand how brand strategies influence the success of such ventures, as well as how these partnerships can open doors for the exploration of new markets and audiences.
Description
Keywords
Co-Branding Colaborações Identidade da Marca Marca Moda