Percorrer por autor "Ziehrock, Cassian Jonas Eckert"
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- Consulting Project : communication plan for the Fashion Studio AgencyPublication . Ziehrock, Cassian Jonas Eckert; Xavier, RuteThe Fashion industry has become a growing sector for the Portuguese economy. The Associação Téxtil e Vestuário de Portugal announced to become the world leader in textile and fashion industry for niche markets until 2030. This affects the demand for the fashion agency market. However, the fashion agency market is highly competitive and agencies use digital communication to reach out to their clients. The Fashion Studio company differentiates themselves from other competitors through their film production (broadcasting) department, fashion school and consultant work for makeup/hairstyling. Moreover, the agency consisting of five freelancers and two employees with Fashion Studio contracts, presents an internal communication challenge for daily operations. This dissertation aims to elaborate an internal and external communication plan and underlying recommendations for the agency. To address the internal communication challenges six in-depth interviews were conducted. Recommendations are presented to the client and the implementation ensures to build an efficient team that works closely together. For the external communication plan, the PASTA-method was identified as more suitable for this project and provided the structure for the development of the digital communication strategy. Towards the process a competitor analysis was conducted to receive information about digital communication performances. The result is that Fashion Studios website and social media performance has to improve in order to increase its brand awareness.