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Fatores distintivos da estratégia de comunicação da marca Zara : qual a perceção dos seus consumidores?
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A presente dissertação analisa os fatores distintivos da estratégia de comunicação da marca ZARA e a forma como são percecionados pelos seus consumidores portugueses, partindo da notoriedade da marca no setor fast-fashion e o seu posicionamento singular, marcados pela ausência de publicidade tradicional, omnicanalidade e na aposta de canais próprios de comunicação. É um estudo que contribui para o debate académico acerca de estratégias de comunicação na indústria da moda e para uma reflexão acerca do papel do consumidor para o reconhecimento da marca. Foi desenvolvido um estudo acerca da maneira como a marca estrutura a sua comunicação com os seus consumidores e a sua coerência. Também, foi realizada uma análise à adaptação da marca à agenda atual do mercado, nomeadamente no que se refere a questões de sustentabilidade, responsabilidade ambiental e ética social, bem como entender os comportamentos dos perfis que consomem a marca. Ainda, foi importante integrar a perspetiva dos consumidores de forma a poder deixar orientações futuras, não só para contributo académico, mas úteis e de aplicação prática para a própria marca. Através de uma metodologia mista, integrando a recolha de dados qualitativos e quantitativos, foi possível identificar elementos valorizados como inovação, exclusividade e coerência estética, bem como fragilidades, sobretudo na comunicação de práticas de sustentabilidade. Concluiu-se que a marca detém uma posição de grande relevância no mercado, embora disponha de áreas de atuação que reforcem a sua imagem. Da mesma forma, verificou-se que os consumidores esperam que a marca transmita consistência e proporcione ao cliente uma sensação de autonomia e harmonização da experiência de compra.
The present study is set to analyze the distinctive factors of ZARA’s communication strategy and the way it’s perceived to its customers, starting from the fact that it is a notorious brand in the fast-fashion industry and its singular positioning marked by the absence of traditional advertisement, omnichannel strategy and their own communication channels. This study contributes to the academic debate about communication strategies in the fashion industry and for a reflexion about the role of the consumer to the recognition of the brand. It was developed a study about the way the brand has structured its communication with the consumers and how coherent it is. It has also been made an analysis about the way the brand adapts to the current market’s agenda, mainly concerning issues on sustainability, environmental responsibility and social ethics, as well as understanding the behavior of the consumers’ profiles. Still, it was important to integrate the consumers perspective to lead the way to future guidelines, not only academically speaking, but useful for the brand’s applicability. Through a mixed methodology, integrating qualitative and quantitative data collection, it was possible to identify elements like innovation, exclusivity and esthetic coherence, as well as fragilities mainly in communicating sustainable practices. It was concluded that the brand holds a relevant position in the market, although it still has areas to work on that can reinforce its image. In the same way it was verified that the consumers want the brand to transmit consistency and provide an autonomous sensation as well as an harmonious shopping experience.
The present study is set to analyze the distinctive factors of ZARA’s communication strategy and the way it’s perceived to its customers, starting from the fact that it is a notorious brand in the fast-fashion industry and its singular positioning marked by the absence of traditional advertisement, omnichannel strategy and their own communication channels. This study contributes to the academic debate about communication strategies in the fashion industry and for a reflexion about the role of the consumer to the recognition of the brand. It was developed a study about the way the brand has structured its communication with the consumers and how coherent it is. It has also been made an analysis about the way the brand adapts to the current market’s agenda, mainly concerning issues on sustainability, environmental responsibility and social ethics, as well as understanding the behavior of the consumers’ profiles. Still, it was important to integrate the consumers perspective to lead the way to future guidelines, not only academically speaking, but useful for the brand’s applicability. Through a mixed methodology, integrating qualitative and quantitative data collection, it was possible to identify elements like innovation, exclusivity and esthetic coherence, as well as fragilities mainly in communicating sustainable practices. It was concluded that the brand holds a relevant position in the market, although it still has areas to work on that can reinforce its image. In the same way it was verified that the consumers want the brand to transmit consistency and provide an autonomous sensation as well as an harmonious shopping experience.
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Palavras-chave
Estratégia de comunicação Perceção do consumidor Fast-fashion Responsabilidade ambiental Experiência de compra ZARA Communication strategy Consumer perception Environmental responsibility Shopping experience
Contexto Educativo
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Licença CC
Sem licença CC