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Authors
Advisor(s)
Abstract(s)
Este trabalho tem como intuito explorar a importância da criação de eventos de
moda para que as marcas se continuem a posicionar no mercado atual, que se encontra
em constante atualização, mostrando as razões por detrás das escolhas tomadas na
organização de eventos. Estes eventos são criados e desenvolvidos por pessoas para
pessoas, com o intuito de dar a conhecer um novo produto. Para tal, é necessário
aceder-se aos vários estímulos sensoriais, desde visão, olfato, tato a paladar. Tendo em
vista o objeto de estudo, será analisado o estudo caso do re-branding da marca
espanhola Tous em 2022 e o impacto que o evento em Portugal teve para voltar a
posicionar a marca num mercado mais jovem, moderno e ousado. Foi pensado um
evento próprio para colocar em prática todos os pontos importantes e necessários para
uma maior aproximação ao público real da marca e os aspetos que fazem com que este
evento tenha a capacidade de ser uma experiência duradoura na memória dos seus
participantes.
This work aims to explore the importance of creating fashion events so that brands continue to position themselves in the current market, which is constantly updated, showing the reasons behind the choices made in organizing the event. Events are then created and presented by people for people, with the intention of making the new product known. To do so, it is necessary to access the various sensory stimuli, from sight, smell, touch to taste. With this, the case study of the Re-branding of the Spanish brand Tous in 2022 will be analyzed and the impact that the event in Portugal had to reposition the brand in a younger, bold, and modern market. A delicately curated event was created to put into practice all the important and necessary points to get closer to the brand's real audience and the aspects that make this event have the capacity to be a long lasting experience in the memory of its participants.
This work aims to explore the importance of creating fashion events so that brands continue to position themselves in the current market, which is constantly updated, showing the reasons behind the choices made in organizing the event. Events are then created and presented by people for people, with the intention of making the new product known. To do so, it is necessary to access the various sensory stimuli, from sight, smell, touch to taste. With this, the case study of the Re-branding of the Spanish brand Tous in 2022 will be analyzed and the impact that the event in Portugal had to reposition the brand in a younger, bold, and modern market. A delicately curated event was created to put into practice all the important and necessary points to get closer to the brand's real audience and the aspects that make this event have the capacity to be a long lasting experience in the memory of its participants.
Description
Keywords
Eventos de Moda Marketing de Influência Re-Branding Storytelling Tous.