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Abstract(s)
Atualmente um dos maiores problemas mundiais relaciona-se com a pandemia Covid19, que está a afetar economicamente as grandes marcas de luxo. Esta está a
impossibilitar as vendas físicas e a obrigar a que haja uma passagem mais rápida para o
mundo digital, colocando-se a dúvida sobre qual o melhor modelo de fidelização de
consumidores.
Neste sentido, é assim lançado um desafio às marcas. Estas devem agora estar à altura
das mudanças e atingir o Omnichannel. Por isso, tornou-se um importante objeto de
estudo para esta dissertação.
Assim, a presente dissertação pretendeu estudar o funcionamento das plataformas de ecommerce de luxo no meio digital e, por consequência, o comportamento dos
consumidores online. Pretendeu-se ainda perceber o impacto da pandemia no negócio
de moda de luxo e qual o novo normal na área de retalho, bem como as perspetivas
futuras relativas aos canais de mercado online.
Através da literatura, artigos recentes de consultoras prestigiadas e análise de dois
estudos de caso foi possível uma maior compreensão da comunicação e gestão de
plataformas.
Os resultados da investigação, através da pesquisa bibliográfica, conduziram a um
conjunto de práticas para fidelização dos consumidores de moda online, confirmadas e
validadas por trabalhos recentes desenvolvidos por conceituadas consultoras e/ou por
estudos de caso de plataformas de comércio online de moda. Estes resultados permitiram
responder às questões de investigação e satisfazer os objetivos formulados.
Currently, one of the biggest problems in the world is related to the Covid-19 pandemic, which is economically affecting the big luxury brands. This is making physical sales impossible and forcing a faster transition to the digital world, raising the question about what is the best model of consumer loyalty. In this sense, a challenge is launched to brands. They must now be up to the changes and achieve Omnichannel. Therefore, it has become an important object of study for this dissertation. So, this dissertation intended to study the operation of luxury e-commerce platforms in the digital environment and, consequently, the behavior of online consumers. It was also intended to understand the impact of the pandemic on the luxury fashion business and what is the new normal in the retail area, as well as the future perspectives related to online market channels. Through literature, recent articles from prestigious consultants and the analysis of two case studies, it was possible to have a better understanding of communication and platform management. The results of the research, through the literature search, led to a set of practices for online fashion consumer loyalty, confirmed and validated by recent work developed by renowned consultants and/or by case studies of online fashion commerce platforms. These results helped to answer the research questions and to satisfy the formulated objectives.
Currently, one of the biggest problems in the world is related to the Covid-19 pandemic, which is economically affecting the big luxury brands. This is making physical sales impossible and forcing a faster transition to the digital world, raising the question about what is the best model of consumer loyalty. In this sense, a challenge is launched to brands. They must now be up to the changes and achieve Omnichannel. Therefore, it has become an important object of study for this dissertation. So, this dissertation intended to study the operation of luxury e-commerce platforms in the digital environment and, consequently, the behavior of online consumers. It was also intended to understand the impact of the pandemic on the luxury fashion business and what is the new normal in the retail area, as well as the future perspectives related to online market channels. Through literature, recent articles from prestigious consultants and the analysis of two case studies, it was possible to have a better understanding of communication and platform management. The results of the research, through the literature search, led to a set of practices for online fashion consumer loyalty, confirmed and validated by recent work developed by renowned consultants and/or by case studies of online fashion commerce platforms. These results helped to answer the research questions and to satisfy the formulated objectives.
Description
Keywords
Consumidores e-Commerce Moda de Luxo Omnichannel