| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.19 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
O mundo está progressivamente mais globalizado, de modo que encontramos
diversas culturas a coabitar num mesmo país cada uma com diferentes
características e gostos. Deste modo, o marketing no setor de moda procura
impactar o máximo de pessoas possível sem diferenças em áreas e regiões do
mundo num curto intervalo de tempo. Vivemos na era tecnológica onde dois
segundos são suficientes para captar atenções, onde trabalhamos e vivemos
online e aos poucos o hábito de comprar em lojas físicas é um ato menos
recorrente. O objetivo deste estudo é investigar profundamente as diferentes
ações de marketing que a Parfois, marca internacional de acessórios portuguesa,
faz em loja com o propósito de melhorar vendas, valorizar a perceção da marca,
aumentar o número de clientes, entre outros objetivos. A melhoria contínua das
ações tomadas em espaço físico de loja nos diferentes países que a empresa atua,
depende das necessidades e situação da loja em questão. Este estudo planeia
analisar as promoções e tendências atuais em marketing que as marcas nesta
indústria usam para atrair, constantemente, diferentes tipos de consumidores
impulsionados pela moda. Os clientes querem gastar o seu dinheiro para sentir
experiências, como uma viagem, ao invés de ser um consumidor de mais uma
marca. O consumidor de hoje precisa de um tratamento pessoal e personalizado,
da mesma forma que compra a baixo-custo. Os consumidores procuram ser
envolvidos emocionalmente quando compram artigos da marca, estes querem
sentir-se únicos enquanto compram. Os resultados mostram que as vendas e os
visitantes em loja cresceram quando diferentes ações foram tomadas para reduzir
preços ou envolver o consumidor na marca no ato da compra física.
The world is increasingly globalized and different cultures can be found living in a single country each one with different characteristics and tastes. In this way, marketing in the fashion sector seeks to impact as many people as possible in a shorter time without differences in areas or regions of the world. We live in a technological world where two seconds are enough to attract attention, where we work and live online and little by little the habit of buying in a physical store is somewhat less recurrent. The purpose of this study is the further investigation of the different marketing actions that the Parfois Company, Portuguese international accessories brand, makes in store, with the aim of improving sales, brand awareness, visitors and other objectives. Daily improvement of these offline actions in all countries where the brand operates, depending on the needs and situation of that store. This study plans to analyze the current promotions and trends in marketing that the brands in this industry use to attract, constantly, different types of consumers driven by fashion. Clients want to spend their money to feel experiences, like a trip, instead of being a consumer of more than one brand. The consumer of today looks for a personal and personalized treatment in the same way that he buys at a low cost. Consumers seek to get emotionally involved when they buy a brand, they want to feel unique at the same time they buy. The results show that sales and visitors in the store increase, when different actions are carried out that reduce prices or invest the consumer with the brand in the act of offline purchases.
The world is increasingly globalized and different cultures can be found living in a single country each one with different characteristics and tastes. In this way, marketing in the fashion sector seeks to impact as many people as possible in a shorter time without differences in areas or regions of the world. We live in a technological world where two seconds are enough to attract attention, where we work and live online and little by little the habit of buying in a physical store is somewhat less recurrent. The purpose of this study is the further investigation of the different marketing actions that the Parfois Company, Portuguese international accessories brand, makes in store, with the aim of improving sales, brand awareness, visitors and other objectives. Daily improvement of these offline actions in all countries where the brand operates, depending on the needs and situation of that store. This study plans to analyze the current promotions and trends in marketing that the brands in this industry use to attract, constantly, different types of consumers driven by fashion. Clients want to spend their money to feel experiences, like a trip, instead of being a consumer of more than one brand. The consumer of today looks for a personal and personalized treatment in the same way that he buys at a low cost. Consumers seek to get emotionally involved when they buy a brand, they want to feel unique at the same time they buy. The results show that sales and visitors in the store increase, when different actions are carried out that reduce prices or invest the consumer with the brand in the act of offline purchases.
Descrição
Palavras-chave
Promoção de vendas Abates e descontos Descontos promocionais Performance de loja Técnicas de marketing Mercado de marketing Sales promotions Rebates discount store Promotional discount Store performance Marketing techniques Trade marketing