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Abstract(s)
O presente estudo tem como objetivo estudar a problemática das estratégias de ecommerce
das marcas de moda de luxo, ou seja, entender se a venda online de produtos
de marcas de moda de luxo são uma contradição de conceitos ou fazem parte de um
desenvolvimento natural do negócio.
Neste sentido, foram identificados e analisados os conteúdos de diferentes
websites de marcas de luxo de forma a perceber as características, a maneira como
interagem com o cliente, as opções de venda disponíveis e os critérios de segmentação e
posicionamento de cada marca.
Os resultados obtidos evidenciam um crescimento da utilização da ferramenta ecommerce
pelas marcas da amostra, no entanto, cada marca utiliza diferentes planos de
execução e, identificam-se várias necessidades de aperfeiçoamento, nomeadamente no
conjuntamente dos meios (online e tradicional) e na forma como são exibidos os produtos
em site.
The present study aims to study a problematic of the e-commerce strategies of luxury fashion brands, in other words, understand if selling luxury fashion brand products online are a contradiction of concepts or are part of a natural development of the business. In this sense, the contents of different luxury brand sites were identified and analyzed in order to understand the characteristics, the way of interact with the customer, the available sales options and the segmentation and positioning of each brand. The results obtained show an increase in the use of the e-commerce tool by the brands in the sample, however, each brand uses different execution plans and several improvement needs are identified, namely in the joint (online and traditional) and in the way products on the website are displayed.
The present study aims to study a problematic of the e-commerce strategies of luxury fashion brands, in other words, understand if selling luxury fashion brand products online are a contradiction of concepts or are part of a natural development of the business. In this sense, the contents of different luxury brand sites were identified and analyzed in order to understand the characteristics, the way of interact with the customer, the available sales options and the segmentation and positioning of each brand. The results obtained show an increase in the use of the e-commerce tool by the brands in the sample, however, each brand uses different execution plans and several improvement needs are identified, namely in the joint (online and traditional) and in the way products on the website are displayed.
Description
Keywords
Moda de luxo Marcas de moda de luxo E-commerce Website Análise de conteúdos dos Websites Luxury fashion Website content analysis Luxury fashion brands