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Abstract(s)
O mercado da moda é algo que está em constante mutação, não só pelas tendências, mas
também por motivos económicos, sociais e políticos. As marcas têm de se adaptar
constantemente para prevalecem e sobressaírem no meio de tantas outras.
A pandemia COVID-19 veio abalar a economia mundial e a indústria da moda em
Portugal não foi exceção. Foi percetível o aumento de tráfego nas redes sociais e as
marcas que ainda não estavam estabelecidas no online seguiram essa tendência indo ao
encontro dos seus clientes que se viram confinados em casa.
As redes sociais vieram trazer alguns obstáculos, mas também mais valias para as marcas
de moda. Para esta adaptação as marcas têm de recorrer a um rebranding mesmo que
ligeiro para esta transição e posicionamento no mercado online.
Nesta investigação conseguimos identificar quais as dificuldades comuns que os
pequenos negócios de moda enfrentaram antes e durante o confinamento de 2020/2021.
Entendemos que grande parte dos pequenos negócios de moda têm poucos
conhecimentos na área do Branding e que têm baixos recursos para adquirir
competências.
Perante esta problemática este projeto consiste na criação de uma plataforma online que
permite aos empreendedores portugueses da área da moda recorrerem ao Rebranding.
A plataforma permite que as marcas consigam identificar as suas dificuldades e
solucioná-las autodidaticamente de um modo profissional, mas acessível.
The fashion market is constantly changing, not only because of trends but also for economic, social, and political reasons. Brands have to constantly adapt to prevail and stand out among so many others. The COVID-19 pandemic shook the world economy and the fashion industry in Portugal was no exception. The increase of traffic on social media increased and brands that were not yet established online followed this trend, looking to meet the needs of their customers who were confined at home. Social media brought some obstacles but also added value for fashion brands. For this adaptation brands must resort to a rebranding even if slightly for this transition and positioning in the online market. In this research we were able to identify what common difficulties small fashion businesses faced before and during the 2020/2021 confinement. We found that a large part of small fashion businesses lack knowledge around branding and that they have low resources to acquire the essential skills. Given this problematic, this project consists in the creation of an online platform to Portuguese fashion entrepreneurs rebrand their business The platform allows brands to identify their difficulties and solve them self-autonomously in a professional but unexpensive way.
The fashion market is constantly changing, not only because of trends but also for economic, social, and political reasons. Brands have to constantly adapt to prevail and stand out among so many others. The COVID-19 pandemic shook the world economy and the fashion industry in Portugal was no exception. The increase of traffic on social media increased and brands that were not yet established online followed this trend, looking to meet the needs of their customers who were confined at home. Social media brought some obstacles but also added value for fashion brands. For this adaptation brands must resort to a rebranding even if slightly for this transition and positioning in the online market. In this research we were able to identify what common difficulties small fashion businesses faced before and during the 2020/2021 confinement. We found that a large part of small fashion businesses lack knowledge around branding and that they have low resources to acquire the essential skills. Given this problematic, this project consists in the creation of an online platform to Portuguese fashion entrepreneurs rebrand their business The platform allows brands to identify their difficulties and solve them self-autonomously in a professional but unexpensive way.
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Keywords
Branding Digital Platforms Entrepreneurship Fashion Brands Online Branding Rebranding