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Abstract(s)
As mudanças que a sociedade tem vindo a sofrer ao longo dos últimos anos, têm levado a uma mudança no consumidor e na forma como este consome os produtos Moda. Uma análise do que foi o passado e é o presente, permite que se apontem novas direcções para caminhos mais competitivos dentro da Indústria Têxtil e do Vestuário (ITV), numa tentativa de responder às novas necessidades e tendências de consumo no mercado associado a esta indústria.
A customization é apontada como um dos caminhos a seguir, resultante de uma nova tendência onde o consumidor destaca cada vez mais a sua individualidade, tornando-o assim predisposto à participação em várias fases do processo criativo e de produção do produto.
O desenvolvimento de novas tecnologias, bem como a crescente utilização da Internet para a promoção das marcas e comercialização dos seus produtos, definem uma envolvente favorável ao desenvolvimento de negócios, usando a customization como factor de diferenciação.
O objectivo desta dissertação é estudar bases teóricas que permitam desenvolver um estudo prospectivo para o lançamento no mercado online de uma marca de autor de vestuário de moda, cuja vantagem competitiva se define pela utilização da “fit customization”.
The changes that society has undergone over the recent years, have led to changing patterns of consumer behavior and how it consumes the products of Fashion. A review of what was the past and what is the present, allows us to indicate new directions for more competitive strategies for the textile and clothing in an attempt to respond to changing consumer needs and trends of this industry. Customization is identified as one of the ways forward, resulting from a new trend where consumers increasingly highlight their individuality, making them predisposed to participation in various stages of the creative process and production of the product. The development of new technologies and the increasing use of the Internet for brand promotion and marketing of their products, define an environment conducive to business development, using the customization as a differentiating factor. The purpose of this dissertation is to study the theoretical basis for launching a fashion brand in the online market, whose competitive advantage is defined by using the fit customization
The changes that society has undergone over the recent years, have led to changing patterns of consumer behavior and how it consumes the products of Fashion. A review of what was the past and what is the present, allows us to indicate new directions for more competitive strategies for the textile and clothing in an attempt to respond to changing consumer needs and trends of this industry. Customization is identified as one of the ways forward, resulting from a new trend where consumers increasingly highlight their individuality, making them predisposed to participation in various stages of the creative process and production of the product. The development of new technologies and the increasing use of the Internet for brand promotion and marketing of their products, define an environment conducive to business development, using the customization as a differentiating factor. The purpose of this dissertation is to study the theoretical basis for launching a fashion brand in the online market, whose competitive advantage is defined by using the fit customization
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Keywords
Design moda - Marca de autor - Fit customization Moda - Comércio on-line - Competitividade Moda - Marketing - Comércio electrónico Moda - Customization
Pedagogical Context
Citation
Publisher
Universidade da Beira Interior