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Authors
Advisor(s)
Abstract(s)
A presente dissertação apresenta inicialmente alguns conceitos básicos relacionados
com marketing de moda e de seguida é feita uma análise a uma empresa de roupa e
acessórios de moda, a H&M. Neste caso é apresentada a sua história, o seu percurso até à
atualidade e quais as estratégias que a marca utilizou para se tornar um caso de sucesso e ser
reconhecida internacionalmente.
O estudo da evolução do seu logótipo e a referência de campanhas mais conhecidas é
também explorado. Este estudo baseia-se nas estratégias utilizadas por parte da empresa
para se tornar num caso de êxito, pois é considerada como uma marca de prestígio e com
presença já em quase todo o mundo.
A razão por detrás do interesse em estudar de uma forma mais profunda a H&M, que
de facto chamou a atenção devido ao facto de ser uma marca tão conhecida, usada por
grandes figuras públicas e ter uma expansão surpreendente, está relacionada com a
curiosidade por desvendar as causas desse tão grande sucesso e como em tão pouco tempo se
tornou numa marca de renome. Este estudo abordará alguns dos fatores críticos de sucesso da
empresa, podendo-se concluir que a H&M é uma marca de respeito neste tipo de mercado de
fast fashion (moda rápida) tendo uma expansão avassaladora e reconhecimento mundial.
The present thesis initially shows some basic notions related to fashion marketing and afterwards na analysis of a clothing and accessories firm is made, in this particular case from the brand H&M. This history of the enterprise is studied as well as its path till the actual days. The diferente strategies used by the brand to become a sucess case and internationally known will too be discussed along with the evolution of the brand’s logo and the advertsing campaigns developed by H&M. As mentioned above, this study is essentially based in the strategies used by this enterprise to become a worldwide success, since this is considered to be a brand of great influence, with a strong presence in almost the entire world. The reason behind my interest in knowing this brand more deeply is because I wanted to discover the reason why so many celebrities decided to promote the brand, and to understand what else contributed to make this company have a strong presence in the fashion market in a short period of time. This study will allow us to conclude that H&M is a well-known and respected brand in the fast fashion market, with a devastating expansion and world recognition.
The present thesis initially shows some basic notions related to fashion marketing and afterwards na analysis of a clothing and accessories firm is made, in this particular case from the brand H&M. This history of the enterprise is studied as well as its path till the actual days. The diferente strategies used by the brand to become a sucess case and internationally known will too be discussed along with the evolution of the brand’s logo and the advertsing campaigns developed by H&M. As mentioned above, this study is essentially based in the strategies used by this enterprise to become a worldwide success, since this is considered to be a brand of great influence, with a strong presence in almost the entire world. The reason behind my interest in knowing this brand more deeply is because I wanted to discover the reason why so many celebrities decided to promote the brand, and to understand what else contributed to make this company have a strong presence in the fashion market in a short period of time. This study will allow us to conclude that H&M is a well-known and respected brand in the fast fashion market, with a devastating expansion and world recognition.
Description
Keywords
Cliente Comportamento Comunicação Consumidor Fast Fashion H&M Marca Marketing de Moda Mercado