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Advisor(s)
Abstract(s)
O envelhecimento populacional é um fenômeno atual que não pode ser ignorado, em
crescimento rápido e espantoso, a maior tendência do século XXI. Mesmo com dados a
respeito da população e do poder aquisitivo que essas pessoas possuem, a comunicação de
moda parece ainda não acreditar que em um futuro muito breve o maior mercado consumidor
será o dessa faixa etária, que chega à terceira idade de maneira completamente diferente
que as gerações passadas, pois está ativa e cheia de vontade de viver.
Um estudo feito por economistas americanos, nominado A Curva U da Felicidade, diz que o
ser humano é mais feliz no começo e no final da vida, quanto mais perto do final dela, maior
a felicidade sentida em se viver. Pois a experiência dos anos faz o indivíduo ter certeza a
respeito de vários aspectos e saber que a vida é para ser vivida, e não uma competição.
A melhor maneira de comunicar com esse mercado ainda pouco explorado é através do
Branding, estratégia que tem uma visão emocional, relacional, sensorial e participatória
capaz de criar ligações poderosas entre consumidor e marca.
O objetivo deste estudo de investigação é compreender o mercado sênior e sua relação com a
comunicação de moda e branding. Através de uma pesquisa de caráter qualitativo foi possível
compreender que o segmento sênior não se sente representado nas comunicações de moda.
Population aging is a current phenomenon that cannot be ignored, the rapidly growing and frightening trend of the 21st century. Even with data about the population and money they own, fashion market communication still doesn't believe that in the very near future the largest consumer market will be that age group, which reaches old age quite differently than the past generations, because it is active and full of will to live. There is a study by American economists, called The U-Curve of Happiness, which states that humans are happier at the beginning and at the end of life: the closer to the end of life, the greater the happiness felt in living. Because the experience of years makes the individual to be sure about various aspects and to know that life is to be lived, and is not a competition. The best way to communicate with this under explored market is through branding, a strategy that has an emotional, relational, sensory, and participatory vision that can create powerful links between consumer and brand. The purpose of this research study is to understand the senior market and its relationship to fashion communication and branding. Through a qualitative research it was possible to understand that the senior segment does not feel represented in fashion communications.
Population aging is a current phenomenon that cannot be ignored, the rapidly growing and frightening trend of the 21st century. Even with data about the population and money they own, fashion market communication still doesn't believe that in the very near future the largest consumer market will be that age group, which reaches old age quite differently than the past generations, because it is active and full of will to live. There is a study by American economists, called The U-Curve of Happiness, which states that humans are happier at the beginning and at the end of life: the closer to the end of life, the greater the happiness felt in living. Because the experience of years makes the individual to be sure about various aspects and to know that life is to be lived, and is not a competition. The best way to communicate with this under explored market is through branding, a strategy that has an emotional, relational, sensory, and participatory vision that can create powerful links between consumer and brand. The purpose of this research study is to understand the senior market and its relationship to fashion communication and branding. Through a qualitative research it was possible to understand that the senior segment does not feel represented in fashion communications.
Description
Keywords
Branding Comunicação de Moda Mercado Sênior