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Abstract(s)
O visual merchandising é a ferramenta mais poderosa de comunicação que se enquadra num
extenso processo da indústria da moda. Ela estabelece uma ligação com o cliente de forma
mais profunda, criando uma experiência de compra de modo aumentar a percepção da marca e
a fidelidade do consumidor.
Este trabalho de investigação foca-se na área do Visual Merchandising, abordando um plano
teórico e pragmático através da dissertação, tendo como objectivo a compreensão e
determinação dos diversos factores do visual merchandising que mais impacto têm nas lojas e
nos consumidores.
Para melhor compreender o processo da indústria da moda no qual se enquadra o visual
merchandising, foram definidos através da revisão bibliográfica as principais áreas que estão
relacionadas com o tema, fazendo de seguida um levantamento teórico do próprio visual
merchandising a nível da sua história, os seus elementos, o planeamento do espaço e a
apresentação dos produtos.
A revisão bibliográfica foi realizada através de uma recolha teórica utilizando bases de dados
secundárias. Após a aprendizagem da recolha teórica, esse conhecimento foi aplicado na parte
experimental, que utiliza uma metodologia mista, tendo presentes métodos quantitativos e
qualitativos. Foi realizado primeiro um questionário online e de seguida um estudo de caso. A
lógica da investigação é indutiva, partindo-se dos dados para a teoria.
Visual merchandising is the most powerful tool of communication, that is part of a long process of the fashion industry. It establishes the deepest link with the customer, creating a purchase experience that further increases brand awareness and loyalty. This research focuses on the area of Visual Merchandising, approaching a theoretical and pragmatic plan through dissertation, with the aim of understanding and determining the various factors of visual merchandising that most impact have in stores and consumers. To better understand the fashion industry process in which fits visual merchandising, it was defined through a bibliographic review the main areas that are related to the subject, making then a theoretical study of visual merchandising itself in terms of its history, its elements, spatial planning and presentation of products. The literature review was conducted through a theoretical collection using secondary databases. After learning the theoretical collection, this knowledge was applied in the experimental part, which uses a mixed methodology, consistent with quantitative and qualitative methods. First it was conducted an online questionnaire and then a case study. The research logic is inductive, starting from data to theory.
Visual merchandising is the most powerful tool of communication, that is part of a long process of the fashion industry. It establishes the deepest link with the customer, creating a purchase experience that further increases brand awareness and loyalty. This research focuses on the area of Visual Merchandising, approaching a theoretical and pragmatic plan through dissertation, with the aim of understanding and determining the various factors of visual merchandising that most impact have in stores and consumers. To better understand the fashion industry process in which fits visual merchandising, it was defined through a bibliographic review the main areas that are related to the subject, making then a theoretical study of visual merchandising itself in terms of its history, its elements, spatial planning and presentation of products. The literature review was conducted through a theoretical collection using secondary databases. After learning the theoretical collection, this knowledge was applied in the experimental part, which uses a mixed methodology, consistent with quantitative and qualitative methods. First it was conducted an online questionnaire and then a case study. The research logic is inductive, starting from data to theory.
Description
Keywords
Atitude do Consumidor Perante O Visual Merchandising Elementos do Visual Merchandising História do Visual Merchandising Indústria da Moda Layouts das Lojas Vitrinas de Varejo