A influência do social media marketing na indústria da moda : o caso da Chanel e da Zara
Miniatura indisponível
Data
2021
Título da revista
ISSN da revista
Título do Volume
Editora
Resumo
Com a evolução da internet, as redes sociais estão cada vez mais inseridas no nosso
quotidiano. Isto desperta a necessidade por parte das marcas de perceber qual o impacto
e grau de influência destas plataformas nas escolhas feitas pelos consumidores. Assim, o
papel do marketing tem feito cada vez mais sentido nas redes sociais, uma vez que estas
permitem um novo tipo de comunicação e contacto entre a marca e o consumidor, novas
reações e feedbacks instantâneos.
Na indústria da moda, marcada predominantemente pelo consumismo, as redes sociais
têm tido uma função fundamental, sendo este um dos mercados que mais se adequa e
beneficia deste modelo de comunicação. Desde modo, são várias as marcas de moda que
se adaptaram a esta realidade virtual e que contam já com uma grande influência no
mundo digital.
O presente trabalho de investigação tem como objetivo a compreensão e pertinência do
funcionamento do social media marketing na indústria da moda e a análise das estratégias
de comunicação e de marketing de duas marcas líderes de mercado, uma no ramo da moda
de luxo, a Chanel, e uma pertencente ao ramo da moda de Fast Fashion, a Zara.
Conclui-se que, através da análise de ambas as marcas, foi possível entender qual o papel
que as redes sociais demostram ter na interação entre as marcas de moda e os seus
consumidores e de que forma conseguem estas marcas distanciar-se dosseus concorrentes
e utilizar estas plataformas como ferramenta de comunicação e divulgação dos seus
produtos. Para além disso, foi possível constatar também que as estratégias aplicadas
devem diferir conforme o mercado a que pertencem as marcas em questão, mantendo-se
fiéis aos valores e imagem que estas pretendem transmitir.
With the evolution of the internet, social networks are increasingly a part of our daily lives. This awakens the need for the brands to understand the influence of these platforms on the consumers choices and buying intention. Thus, the role of marketing has made more and more sense in social networks, as they follow for a new type of communication and contact between the brand and the consumer, new reactions and instant feedbacks. In the fashion industry, predominantly marked by consumerism, social networks have played a fundamental role, and this is one of markets that best suits and benefits from this communication model. So, there are several fashion brands that have adapted to this virtual reality and that already have a great influence in the digital world. This research work aims to understand and pertinence the functioning of social media marketing in the fashion industry and to analyze the communication and marketing strategies of two leading brands in the market, one in the luxury fashion field, Chanel and one belonging to the Fast Fashion market, Zara. We can conclude that, through the analysis of both brands, it was possible to understand the role that social networks have in the interaction between fashion brands and their consumers and how these brands distance themselves from their competitors, using these platforms as a communication and dissemination tool for their products. In addition, it was also found that the strategies applied must differ according to the market the brands belong, keeping the value and image they intend to convey possible.
With the evolution of the internet, social networks are increasingly a part of our daily lives. This awakens the need for the brands to understand the influence of these platforms on the consumers choices and buying intention. Thus, the role of marketing has made more and more sense in social networks, as they follow for a new type of communication and contact between the brand and the consumer, new reactions and instant feedbacks. In the fashion industry, predominantly marked by consumerism, social networks have played a fundamental role, and this is one of markets that best suits and benefits from this communication model. So, there are several fashion brands that have adapted to this virtual reality and that already have a great influence in the digital world. This research work aims to understand and pertinence the functioning of social media marketing in the fashion industry and to analyze the communication and marketing strategies of two leading brands in the market, one in the luxury fashion field, Chanel and one belonging to the Fast Fashion market, Zara. We can conclude that, through the analysis of both brands, it was possible to understand the role that social networks have in the interaction between fashion brands and their consumers and how these brands distance themselves from their competitors, using these platforms as a communication and dissemination tool for their products. In addition, it was also found that the strategies applied must differ according to the market the brands belong, keeping the value and image they intend to convey possible.
Descrição
Orientação: Eduardo Moraes Sarmento
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, MARKETING DIGITAL, MODA, BENS DE LUXO, COMMUNICATION, MARKETING, DIGITAL MARKETING, FASHION, LUXURY GOODS