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Advisor(s)
Abstract(s)
Este relatório de estágio tem como objetivos de investigação a análise da aplicação
móvel da Associação ModaLisboa, bem como a clarificação das suas atuais e futuras
potencialidades. A experiência na divulgação do direto da 41ª edição da ModaLisboa
durante o estágio proporcionou o levantamento de questões relacionadas com o
Marketing Digital na ModaLisboa, sobre a venda dos produtos expostos no evento e sobre
a potencialidade que a aplicação móvel poderia ter para a marca ModaLisboa. Como tal,
todas estas etapas criaram um caminho que nos conduziu na busca da resposta para a
questão geral de investigação subjacente a este trabalho, que consiste em perceber se o
Marketing Móvel pode dinamizar o mercado da ModaLisboa.
Esta investigação explora temáticas como a Moda, o Marketing de Moda, os
Media Sociais, o Marketing Digital, o Marketing Móvel e o M-commerce, temas estes
que constituem o enquadramento teórico.
Este trabalho analisa a utilização da aplicação móvel MLX Lisboa Fashion Week
como Estudo de Caso, abordando a Associação ModaLisboa, os eventos que esta
organiza, bem como as principais estratégias usadas na divulgação dos eventos. Foi
efetuado um levantamento dos media sociais da ModaLisboa, devido à sua grande
importância na divulgação da marca e ao contexto em estudo, e também uma análise à
41ª edição da ModaLisboa, na qual surgiu a aplicação móvel para a Samsung. De modo
a nos focarmos no objeto de estudo, foi realizada uma análise S.W.O.T. à aplicação
móvel, realçando os Pontos Fortes e Fracos da aplicação, bem como as suas
Oportunidades e Ameaças. Após o Estudo de Caso e a análise da aplicação móvel, foi
realizada uma pesquisa e análise qualitativa, para compreender como esta plataforma
pode dinamizar o mercado da ModaLisboa. Este trabalho centrou-se não só na obtenção
de informações relacionadas com os motivos e objetivos da aplicação móvel, de acordo
com os responsáveis da aplicação, como também na experiência que os utilizadores e
alguns agentes relevantes tiveram com a aplicação da ModaLisboa.
Após toda a análise, podemos concluir que com a evolução dos media sociais e a
esmagadora utilização das plataformas digitais, os serviços e as marcas começaram a
encarar as plataformas como potenciais mediadores na aproximação e criação de um
relacionamento com os seus consumidores. De forma adjacente, dada a elevada taxa de
penetração no mercado e a sua inegável importância no nosso quotidiano, o canal móvel
tem vindo a apresentar-se como um meio de comunicação de excelência, que permite uma interação mais direta e dinâmica com o consumidor. Sendo visível a necessidade de
comunicar de forma relevante, tentando responder às necessidades individuais dos
consumidores, é imprescindível conhecer o consumidor individualmente, receber o seu
feedback, levá-lo a ter vontade de comunicar com a marca/empresa e mostrar-se
disponível para participar no processo de comunicação e desenvolvimento de produtos
pensados no consumidor e nas suas necessidades, criando uma benéfica interação entre
as duas partes.
The aims of this traineeship report are the analysis of the mobile application of the ModaLisboa Association, such as the clarification of its current and future potential. The live broadcast of the 41st edition of ModaLisboa during this traineeship raised some issues related to Digital Marketing in Moda Lisboa, about the sales of products exhibited during the event and about the potential that mobile applications could have for the brand ModaLisboa. So, all these phases have led us to the solution of the main issued raised by this survey, which is to understand if Mobile Marketing can promote the market of ModaLisboa. This survey approaches themes such as Fashion, Fashion Marketing, Social Media, Digital Marketing, Mobile Marketing and M-Commerce. This report looks over the usage of the mobile application MLX Lisboa Fashion Week as a Case Study, approaching the ModaLisboa Association, the events organized by this association, such as the main strategies used in the advertising of these events. A research on the social media of ModaLisboa has been developed due to their important role when advertising the brand. The 41st edition of ModaLisboa, where the mobile application for Samsung came to light, was also analysed. In order to focus on the aim of this study, a S.W.O.T. analysis was applied to the mobile application, highlighting the Strengths and Weaknesses of this application, such as its Opportunities and Threats. After the Case Study and after analysing the mobile application, a quality analysis was performed in order to understand the way in which this platform might put forward the market of ModaLisboa. This task was centered not only in getting information related to the reasons and aims of the mobile application according to those who are responsible for the application, but it was also centered in the experience that the users and some significant agents had with the application of ModaLisboa. After all this analysis, we can conclude that with the evolution of social media and the overwhelming use of digital platforms, services and brands started facing platforms as potential mediators in the approach and creation of a connexion to their consumers. Similarly, due to the high rate of usage in the market and its undeniable importance in our daily lives, the mobile channel has been seen as an excellent means of communication, which allows a more direct and dynamic interaction with the consumer. Being evident that there’s a need for effective communication, trying to meet the individual needs of consumers, it is indispensable to meet the consumer individually and getting his feedback. This will lead the consumer to feel the need to communicate with the brand/company in order to be part of the process of communication and the development of products which are thought for the consumer and his needs. This way, there will an advantageous interaction between both parties.
The aims of this traineeship report are the analysis of the mobile application of the ModaLisboa Association, such as the clarification of its current and future potential. The live broadcast of the 41st edition of ModaLisboa during this traineeship raised some issues related to Digital Marketing in Moda Lisboa, about the sales of products exhibited during the event and about the potential that mobile applications could have for the brand ModaLisboa. So, all these phases have led us to the solution of the main issued raised by this survey, which is to understand if Mobile Marketing can promote the market of ModaLisboa. This survey approaches themes such as Fashion, Fashion Marketing, Social Media, Digital Marketing, Mobile Marketing and M-Commerce. This report looks over the usage of the mobile application MLX Lisboa Fashion Week as a Case Study, approaching the ModaLisboa Association, the events organized by this association, such as the main strategies used in the advertising of these events. A research on the social media of ModaLisboa has been developed due to their important role when advertising the brand. The 41st edition of ModaLisboa, where the mobile application for Samsung came to light, was also analysed. In order to focus on the aim of this study, a S.W.O.T. analysis was applied to the mobile application, highlighting the Strengths and Weaknesses of this application, such as its Opportunities and Threats. After the Case Study and after analysing the mobile application, a quality analysis was performed in order to understand the way in which this platform might put forward the market of ModaLisboa. This task was centered not only in getting information related to the reasons and aims of the mobile application according to those who are responsible for the application, but it was also centered in the experience that the users and some significant agents had with the application of ModaLisboa. After all this analysis, we can conclude that with the evolution of social media and the overwhelming use of digital platforms, services and brands started facing platforms as potential mediators in the approach and creation of a connexion to their consumers. Similarly, due to the high rate of usage in the market and its undeniable importance in our daily lives, the mobile channel has been seen as an excellent means of communication, which allows a more direct and dynamic interaction with the consumer. Being evident that there’s a need for effective communication, trying to meet the individual needs of consumers, it is indispensable to meet the consumer individually and getting his feedback. This will lead the consumer to feel the need to communicate with the brand/company in order to be part of the process of communication and the development of products which are thought for the consumer and his needs. This way, there will an advantageous interaction between both parties.
Description
Keywords
Moda Media sociais Marketing digital Marketing móvel M-commerce Fashion Social media Digital marketing Mobile marketing