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Advisor(s)
Abstract(s)
A atual e predominante competitividade de mercado tem transformado a forma como as marcas
se integram e adotam novas estratĆ©gias de satisfaĆ§Ć£o do consumidor. Com a influente presenƧa
de um consumidor cada vez mais inteligente e individualista, surgem novos paradigmas quando
se trata de o agradar. A customizaĆ§Ć£o ergue-se como um fenĆ³meno que responde Ć s
necessidades e preferĆŖncias de cada consumidor, ao mesmo tempo que lhe oferece um papel
ativo num processo de cocriaĆ§Ć£o. O nĆŗmero de marcas que procuram usar modelos de
customizaĆ§Ć£o tem crescido consideravelmente nos Ćŗltimos anos (F. Piller & Walcher, 2017). Ć
um conceito que tem vindo a ganhar cada vez mais destaque, na medida em que defende uma
literatura de marketing mais focada na entrega de um valor superior ao cliente (Marinkovic &
Kalinic, 2017). E na moda, cada vez mais dominada por uma aspiraĆ§Ć£o Ć diferenciaĆ§Ć£o e
exclusividade, a customizaĆ§Ć£o trouxe ao consumidor um vestuĆ”rio moldado Ć sua imagem e
uma marca ajustada Ć sua personalidade.
Contudo, quando se explora um processo que coloca os desejos e ideias do consumidor em
representaĆ§Ć£o de uma marca, torna-se necessĆ”rio consolidar a identidade e a imagem associada
a uma empresa, e perceber o quanto esta nova participaĆ§Ć£o do cliente interfere naquilo que Ć©
descrito como a base de uma marca.
Esta dissertaĆ§Ć£o tem como objetivo entender como um processo de customizaĆ§Ć£o se expressa
e comunica dentro da identidade de uma marca de moda, e qual a sua influĆŖncia na imagem
que o consumidor constrĆ³i sobre a mesma, numa era digital liderada por constantes avanƧos
tecnolĆ³gicos e mudanƧas de mercado.
The current and predominant market competitiveness has transformed the way brands integrate and adopt new satisfaction consumer strategies. With the influential presence of an increasingly intelligent and individualistic consumer, new paradigms arise when it comes to pleasing. Customization stands as a phenomenon that responds to the needs and preferences of each consumer, while also providing an active role in a co-creation process. The number of brands seeking to use customization models has grown considerably in last years (F. Piller & Walcher, 2017). It is a concept that has become increasingly prominent in that it advocates marketing literature that is more focused on delivering superior value to the customer (Marinkovic & Kalinic, 2017). And in fashion, increasingly dominated by an aspiration for differentiation and exclusivity, customization has brought to the consumer garments molded to his image and a brand tailored to his personality. However, when exploring a process that puts consumer desires and ideas into a brand, it becomes necessary to consolidate the identity and image associated to a company, and understand how much this new customer involvement interferes with what is described as the basis of a brand. This dissertation has as an objective to understand how a process of customization is expressed and communicated within the identity of a fashion brand, and what its influence on the image that the consumer builds on it, in a digital age led by constant technological advances and market changes.
The current and predominant market competitiveness has transformed the way brands integrate and adopt new satisfaction consumer strategies. With the influential presence of an increasingly intelligent and individualistic consumer, new paradigms arise when it comes to pleasing. Customization stands as a phenomenon that responds to the needs and preferences of each consumer, while also providing an active role in a co-creation process. The number of brands seeking to use customization models has grown considerably in last years (F. Piller & Walcher, 2017). It is a concept that has become increasingly prominent in that it advocates marketing literature that is more focused on delivering superior value to the customer (Marinkovic & Kalinic, 2017). And in fashion, increasingly dominated by an aspiration for differentiation and exclusivity, customization has brought to the consumer garments molded to his image and a brand tailored to his personality. However, when exploring a process that puts consumer desires and ideas into a brand, it becomes necessary to consolidate the identity and image associated to a company, and understand how much this new customer involvement interferes with what is described as the basis of a brand. This dissertation has as an objective to understand how a process of customization is expressed and communicated within the identity of a fashion brand, and what its influence on the image that the consumer builds on it, in a digital age led by constant technological advances and market changes.
Description
Keywords
Branding ComunicaĆ§Ć£o Consumidor CustomizaĆ§Ć£o Marca Moda