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Abstract(s)
Atualmente, vivemos tempos de rápida evolução e crescimento. No entanto, a
comunicação continua a ser a base de todas as relações, mesmo a das marcas de moda de
luxo que, apesar das suas longas histórias, na maioria dos casos, têm visto as exigências
do seu público alterarem-se de forma abrupta. Reconhecendo esta rápida evolução, surgiu
a necessidade de encontrar uma ferramenta que permitisse a estas marcas diferenciaremse
da concorrência e trabalharem a relação com o seu público, tornando-se então clara a
relevância do storytelling digital neste nicho.
O presente trabalho de investigação é resultado de esforços de pesquisa quer a nível
bibliográfico, quer a nivel empírico. O mote da investigação foi compreender os efeitos
do storytelling digital quando aplicado nas comunicações das marcas de moda de luxo,
especialmente, no branding das mesmas.
Visando responder ao principal objetivo de investigação, foi feita uma revisão de
literatura. Com base na revisão de literatura foi possivel compreender mais sobre o
storytelling digital, as marcas de moda de luxo e a estratégia de marketing das mesmas.
Foi ainda possivel identificar pontos onde a opinião dos autores não era unânime e onde
existiam falhas de informação.
A partir da revisão de literatura, foram definidas as questões de investigação, sendo que
os Focus Groups foram o método de investigação escolhido. Os resultados obtidos foram
analisados através do WebQDA e permitiram concluir que o storytelling digital aplicado
nas marcas de moda de luxo apresenta vários benefícios como quebrar dogmas, trabalhar
a notoriedade, promover a partilha de conteúdos, inspirar o target e humanizar a marca.
Em suma, a ferramenta estudada, demonstrou ser valiosa nas estratégias de comunicação
das marcas de moda de luxo pelos seus benefícios ímpares, podendo ajudar as marcas
deste nicho face aos desafios caraterísticos da nova era do marketing.
Nowadays, we live in times of rapid evolution and growth. However, communication remains the basis of all relationships, even for luxury fashion brands which, despite their long histories, have in most cases seen their audience's demands change abruptly. Recognizing this rapid evolution, the need to find a tool that would allow these brands to differentiate themselves from the competition and work on their relationship with their audience emerged, and the relevance of digital storytelling in this niche became clear. This research paper is the result of both bibliographical and empirical research. The motto of the research was to understand the effects of digital storytelling when applied to the communications of luxury fashion brands, especially in their branding. In order to answer the main research objective, a literature review was carried out. Based on the literature review, it was possible to understand more about digital storytelling, luxury fashion brands and their marketing strategy. It was also possible to identify points where authors were not in agreement and where there were gaps in information. Based on the literature review, the research questions were defined and Focus Groups were the chosen research method. The results obtained were analysed using WebQDA and led to the conclusion that digital storytelling applied to luxury fashion brands has several benefits, such as breaking dogmas, working on brand awareness, promoting content sharing, inspiring the target and humanizing the brand. In summary, the tool studied proved to be valuable in the communication strategies of luxury fashion brands due to its unique qualities, and can help brands in this niche face the challenges of the new marketing era.
Nowadays, we live in times of rapid evolution and growth. However, communication remains the basis of all relationships, even for luxury fashion brands which, despite their long histories, have in most cases seen their audience's demands change abruptly. Recognizing this rapid evolution, the need to find a tool that would allow these brands to differentiate themselves from the competition and work on their relationship with their audience emerged, and the relevance of digital storytelling in this niche became clear. This research paper is the result of both bibliographical and empirical research. The motto of the research was to understand the effects of digital storytelling when applied to the communications of luxury fashion brands, especially in their branding. In order to answer the main research objective, a literature review was carried out. Based on the literature review, it was possible to understand more about digital storytelling, luxury fashion brands and their marketing strategy. It was also possible to identify points where authors were not in agreement and where there were gaps in information. Based on the literature review, the research questions were defined and Focus Groups were the chosen research method. The results obtained were analysed using WebQDA and led to the conclusion that digital storytelling applied to luxury fashion brands has several benefits, such as breaking dogmas, working on brand awareness, promoting content sharing, inspiring the target and humanizing the brand. In summary, the tool studied proved to be valuable in the communication strategies of luxury fashion brands due to its unique qualities, and can help brands in this niche face the challenges of the new marketing era.
Description
Keywords
Storytelling digital Marcas de moda de luxo Redes sociais Marketing digital Digital storytelling Social media Luxury fashion brands Digital marketing