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Authors
Abstract(s)
Criar uma marca de sucesso nos tempos que decorrem, num mundo saturado de marcas de moda é um desafio, no
entanto, há na sociedade uma necessidade constante de novidade e consequentemente de criação de novas marcas
e produtos de acordo com os desejos e necessidades do consumidor.
No caso do mercado de marcas premium, constatou-se a existência de algumas lacunas, nomeadamente relativas aos
critérios que devem reger a conceção e criação de uma marca de moda premium, para que esta tenha sucesso no
mercado. Assim, o objeto de estudo desta dissertação foram as marcas de moda premium.
A realização deste estudo iniciou-se com a introdução de teoria e conceitos relacionados com marcas de moda, as
suas principais características e elementos de criação. Foi também abordada a construção da identidade de uma
marca premium, evidenciando o desenvolvimento da brand language, o posicionamento, e a estratégia do mesmo.
De seguida foi realizada uma análise de várias marcas de moda premium, identificando os modelos de construção e
as suas estratégias no mercado.
Para além da análise de elementos relacionados com estratégias de branding de marcas de moda, foram também
abordados aspetos relacionados com a área do design de moda, como o planeamento e produção de vestuário, assim
como a sustentabilidade ambiental neste contexto e a sua importância na economia circular.
Por último, foi criada uma marca de moda premium, CASK, e desenvolvida uma primeira coleção de vestuário, colocando
em prática todos os elementos identificados anteriormente, quer ao nível do design de moda, quer ao nível
de branding.
O estudo decorrente desta dissertação, permitiu contribuir para a literatura no campo de estudo de marcas premium,
identificando critérios e estratégias que devem estar presentes na criação de uma marca neste segmento. A componente
prática deste estudo, veio demonstrar a importância dos diversos critérios e estratégias aplicadas na área das
marcas de moda premium, e tendo como resultado a efetiva criação de uma marca para implementação no mercado.
Creating a brand of success in the times that take place, in a world saturated with fashion brands is a challenge, however, there is a constant need in society for newness and consequently for creating new brands and products according to the desires and needs of the consumer . In the case of the premium brand market, certain shortcomings have been identified, in particular regarding the criteria that should govern the design and creation of a premium fashion brand, so that it will succeed in the market. Thus, the object of study of this dissertation were the premium fashion brands. The realization of this study began with the introduction of theory and concepts related to fashion brands, their main characteristics and elements of creation. It was also approached the construction of the identity of a premium brand, evidencing the development of the diagram, the positioning, and the strategy of the same. Next, an analysis of several premium fashion brands was carried out, identifying the construction models and their strategies in the market. In addition to the analysis of elements related to branding strategies of fashion brands, aspects related to the area of fashion design were also discussed, such as the planning and production of clothing, as well as environmental sustainability in this context and its importance in the economy Circular. Finally, a premium fashion brand, CASK, was created and a first collection of clothing was developed, putting into practice all the elements previously identified, both at the level of fashion design and at the level of branding. The study resulting from this dissertation allowed us to contribute to the literature in the field of study of premium brands, identifying criteria and strategies that must be present in the creation of a brand in this segment. The practical component of this study, demonstrated the importance of the various criteria and strategies applied in the area of premium fashion brands, and resulted in the effective creation of a brand for implementation in the market.
Creating a brand of success in the times that take place, in a world saturated with fashion brands is a challenge, however, there is a constant need in society for newness and consequently for creating new brands and products according to the desires and needs of the consumer . In the case of the premium brand market, certain shortcomings have been identified, in particular regarding the criteria that should govern the design and creation of a premium fashion brand, so that it will succeed in the market. Thus, the object of study of this dissertation were the premium fashion brands. The realization of this study began with the introduction of theory and concepts related to fashion brands, their main characteristics and elements of creation. It was also approached the construction of the identity of a premium brand, evidencing the development of the diagram, the positioning, and the strategy of the same. Next, an analysis of several premium fashion brands was carried out, identifying the construction models and their strategies in the market. In addition to the analysis of elements related to branding strategies of fashion brands, aspects related to the area of fashion design were also discussed, such as the planning and production of clothing, as well as environmental sustainability in this context and its importance in the economy Circular. Finally, a premium fashion brand, CASK, was created and a first collection of clothing was developed, putting into practice all the elements previously identified, both at the level of fashion design and at the level of branding. The study resulting from this dissertation allowed us to contribute to the literature in the field of study of premium brands, identifying criteria and strategies that must be present in the creation of a brand in this segment. The practical component of this study, demonstrated the importance of the various criteria and strategies applied in the area of premium fashion brands, and resulted in the effective creation of a brand for implementation in the market.
Description
Keywords
Brand Strategy Branding Circular Economy Entrepreneurship Fashion Production Premium Brand