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Advisor(s)
Abstract(s)
Este projeto tem como intuito desenvolver uma proposta de projeto de plataforma para
promover a comercialização e divulgação de Marcas de Swimwear em Portugal, que face ao
mercado em fase de alguma saturação, devido às centenas de marcas que continuam a
aparecer nas plataformas online, o que resulta numa comunicação unicamente nas redes
sociais, isolando toda a parte presencial, com isto acrescenta-se ainda o facto de estas
marcas não obterem abertura suficiente para poderem fazer parte das duas grandes
plataformas de moda portuguesas, o Portugal Fashion e a Moda Lisboa, num país rodeado
de costa, clima e praias fabulosas. As marcas desenvolvidas de beachwear que não são vistas
como marcas de designers de autor, como acontece com quem participa nos outros dois
eventos/plataformas existentes em Portugal como ModaLisboa e Portugal Fashion, mas
fundamentalmente como “uma marca” de swimwear e beachwear, como acontece a nível
internacional com plataformas próprias face ao tipo de mercado (sazonal).
Este projeto tem como objetivo desenvolver uma solução de plataforma de moda portuguesa
exclusivamente dedicada ao mercado de Swimwear e Beachwear em Portugal, indo de
encontro de exemplos internacionais, criando uma proposta de evento de comunicação,
criando oportunidade às marcas “Made in Portugal” de Swimwear de apresentarem as suas
coleções no início da época balnear em Portugal. Para além destes objetivos a plataforma
visa criar soluções de comunicação online e presencial, abordando formas de aproximar
cada marca ao público através de um mercado com vendas, workshops e fast talks,
nomeadamente um espaço com características sustentáveis que cultive e sensibilizem o
consumidor a escolher alternativas mais conscientes nas suas compras.
A proposta passou por encontrar parceiros para o Projeto, estabelecendo contactos com um
deles, com a participação da Câmara Municipal de Cascais, nunca eliminando outros
investidores/parceiros que mostram interesse no projeto. Ao obter uma resposta positiva
por parte desta entidade, todo o Projeto foi desenvolvido em parceria, destacando os
benefícios da plataforma e do projeto, principalmente no destaque em relação às
características da cidade de Cascais.~
Ao longo do desenvolvimento do Projeto, foi necessário realizar um estudo de mercado e
diversos aspetos para que este projeto tivesse suporte suficiente para a sua realização
futuramente, compreendido em duas fases, a primeira passa pela pesquisa com
enquadramento teórico nas temáticas importantes e a segunda passou pela adoção de uma
metodologia projetual centrada em três fases, a estruturação, o estudo e desenvolvimento
do projeto e por fim, o projeto finalizado. Dentro da metodologia foi usado o estudo de caso, que compreendeu entre dois eventos internacionais e uma metodologia interventiva, com
recolha de dados com base num questionário realizado a dezenas marcas de swimwear para
a viabilização da plataforma e do projeto.
This project aims to develop a proposal for a platform project to promote the commercialization and dissemination of Swimwear Brands in Portugal. Given the market is in a phase of some saturation due to the hundreds of brands that continue to appear on online platforms, resulting in communication solely through social media, isolating the entire in-person aspect. Additionally, these brands do not gain enough exposure to be part of the two major Portuguese fashion platforms, Portugal Fashion and Moda Lisboa, in a country surrounded by coast, climate, and fabulous beaches. The beachwear brands developed are not seen as designer brands, as is the case with those participating in the other two existing events/platforms in Portugal such as ModaLisboa and Portugal Fashion, but fundamentally as “a brand” of swimwear and beachwear, as happens internationally with their own platforms due to the type of market (seasonal). This project aims to develop a solution for a Portuguese fashion platform exclusively dedicated to the Swimwear and Beachwear market in Portugal, following international examples, creating a communication event proposal, creating opportunities for “Made in Portugal” Swimwear brands to present their collections at the beginning of the beach season in Portugal. Besides these objectives, the platform aims to create solutions for online and in-person communication, addressing ways to bring each brand closer to the public through a market with sales, workshops, and fast talks, namely a space with sustainable characteristics that cultivate and sensitize the consumer to choose more conscious alternatives in their purchases. The proposal involved finding partners for the Project, establishing contacts with one of them, with the participation of the Cascais City Council, never eliminating other investors/partners who show interest in the project. Upon receiving a positive response from this entity, the entire Project was developed in partnership, highlighting the benefits of the platform and the project, especially in highlighting the characteristics of the city of Cascais. Throughout the development of the Project, it was necessary to conduct a market study and various aspects so that this project had enough support for its future realization, comprised of two phases. The first involves research with theoretical framing in important themes, and the second involves adopting a project-centered methodology focused on three phases: structuring, the study and development of the project, and finally, the completed project. Within the methodology, a case study was used, which included two international events and an interventionist methodology, with data collection based on a questionnaire conducted with dozens of swimwear brands to enable the platform and the project.
This project aims to develop a proposal for a platform project to promote the commercialization and dissemination of Swimwear Brands in Portugal. Given the market is in a phase of some saturation due to the hundreds of brands that continue to appear on online platforms, resulting in communication solely through social media, isolating the entire in-person aspect. Additionally, these brands do not gain enough exposure to be part of the two major Portuguese fashion platforms, Portugal Fashion and Moda Lisboa, in a country surrounded by coast, climate, and fabulous beaches. The beachwear brands developed are not seen as designer brands, as is the case with those participating in the other two existing events/platforms in Portugal such as ModaLisboa and Portugal Fashion, but fundamentally as “a brand” of swimwear and beachwear, as happens internationally with their own platforms due to the type of market (seasonal). This project aims to develop a solution for a Portuguese fashion platform exclusively dedicated to the Swimwear and Beachwear market in Portugal, following international examples, creating a communication event proposal, creating opportunities for “Made in Portugal” Swimwear brands to present their collections at the beginning of the beach season in Portugal. Besides these objectives, the platform aims to create solutions for online and in-person communication, addressing ways to bring each brand closer to the public through a market with sales, workshops, and fast talks, namely a space with sustainable characteristics that cultivate and sensitize the consumer to choose more conscious alternatives in their purchases. The proposal involved finding partners for the Project, establishing contacts with one of them, with the participation of the Cascais City Council, never eliminating other investors/partners who show interest in the project. Upon receiving a positive response from this entity, the entire Project was developed in partnership, highlighting the benefits of the platform and the project, especially in highlighting the characteristics of the city of Cascais. Throughout the development of the Project, it was necessary to conduct a market study and various aspects so that this project had enough support for its future realization, comprised of two phases. The first involves research with theoretical framing in important themes, and the second involves adopting a project-centered methodology focused on three phases: structuring, the study and development of the project, and finally, the completed project. Within the methodology, a case study was used, which included two international events and an interventionist methodology, with data collection based on a questionnaire conducted with dozens of swimwear brands to enable the platform and the project.
Description
Keywords
Branding e Design de Moda Comunicação de
Moda e Eventos Mercado