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Transição para o Marketing Digital: Estudo de caso da marca portuguesa BigZone Jeans
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Abstract(s)
A evolução da tecnologia tem feito com que as mais variadas áreas da moda evoluam em
termos de processos digitais. Dessa forma, a área do marketing também está a evoluir,
tornando este mercado cada vez mais competitivo e exigente. Esta revolução da era
digital veio mudar drasticamente a realidade de hoje em dia, trazendo consigo as
empresas que estão atentas e empenhadas em aderir a estas novas ferramentas e
métodos para o sucesso. Através das ferramentas de marketing, principalmente pelo
marketing de conteúdo, as empresas são capazes de estabelecer uma relação emocional
entre a marca e o consumidor, transparecendo confiança na mesma. A preocupação com
o consumidor faz com que este se sinta especial, envolvendo-se emocionalmente com a
mesma.
Este projeto explora o processo de transição para o marketing digital de uma marca
portuguesa de moda, utilizando a BigZone Jeans como estudo de caso. Dada a crescente
importância do ambiente digital no setor da moda, o estudo analisa estratégias de
marketing que integram inovação, sustentabilidade e presença online para alcançar
consumidores modernos. Com base numa revisão de conceitos e estratégias de
marketing tradicional e digital, abordando os acontecimentos históricos que
possibilitaram o avanço deste campo, e através de métodos qualitativos como entrevistas
e análise de mercado, o projeto identifica oportunidades e desafios para fortalecer o
posicionamento da marca num mercado competitivo.
Por fim, no estudo de caso apresentado, onde o projeto foi desenvolvido é verificado em
que pontos estratégicos é possível melhorar e potenciar um crescimento da marca no
mercado da moda, através do marketing digital. Como contributo, é proposto um plano
de ação que inclui a criação de um e-commerce robusto, campanhas digitais, e parcerias
com influenciadores, evidenciando a relevância do marketing digital para a expansão
sustentável e diferenciada de marcas emergentes.
The evolution of technology has led to the development of digital processes in the most diverse areas of fashion. In this way, the marketing area is also evolving, making this market increasingly competitive and demanding. This revolution in the digital age has drastically changed today's reality, bringing with it companies that are attentive and committed to adopting these new tools and methods for success. Through marketing tools, mainly through content marketing, companies are able to establish an emotional relationship between the brand and the consumer, conveying trust in the brand. Concern for the consumer makes them feel special, becoming emotionally involved with the brand. This project explores the transition process to digital marketing for a Portuguese fashion brand, using BigZone Jeans as a case study. Given the growing importance of the digital environment in the fashion sector, the study analyses marketing strategies that integrate innovation, sustainability and an online presence to reach modern consumers. Based on a review of traditional and digital marketing concepts and strategies, addressing the historical events that enabled the advancement of this field, and through qualitative methods such as interviews and market analysis, the project identifies opportunities and challenges to strengthen the brand's positioning in a competitive market. Finally, in the case study presented, where the project was developed, it is verified at which strategic points it is possible to improve and enhance the brand's growth in the fashion market, through digital marketing. As a contribution, an action plan is proposed that includes the creation of a robust e-commerce, digital campaigns, and partnerships with influencers, highlighting the relevance of digital marketing for the sustainable and differentiated expansion of emerging brands.
The evolution of technology has led to the development of digital processes in the most diverse areas of fashion. In this way, the marketing area is also evolving, making this market increasingly competitive and demanding. This revolution in the digital age has drastically changed today's reality, bringing with it companies that are attentive and committed to adopting these new tools and methods for success. Through marketing tools, mainly through content marketing, companies are able to establish an emotional relationship between the brand and the consumer, conveying trust in the brand. Concern for the consumer makes them feel special, becoming emotionally involved with the brand. This project explores the transition process to digital marketing for a Portuguese fashion brand, using BigZone Jeans as a case study. Given the growing importance of the digital environment in the fashion sector, the study analyses marketing strategies that integrate innovation, sustainability and an online presence to reach modern consumers. Based on a review of traditional and digital marketing concepts and strategies, addressing the historical events that enabled the advancement of this field, and through qualitative methods such as interviews and market analysis, the project identifies opportunities and challenges to strengthen the brand's positioning in a competitive market. Finally, in the case study presented, where the project was developed, it is verified at which strategic points it is possible to improve and enhance the brand's growth in the fashion market, through digital marketing. As a contribution, an action plan is proposed that includes the creation of a robust e-commerce, digital campaigns, and partnerships with influencers, highlighting the relevance of digital marketing for the sustainable and differentiated expansion of emerging brands.
Description
Keywords
Digitalização da Indústria Têxtil e Vestuário Marketing Digital Moda Portuguesa Relação Emocional