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Abstract(s)
O presente relatório reflete a minha experiência de seis meses de estágio na Showpress, uma agência de comunicação especializada em moda e lifestyle, onde fui integrada como membro da equipa. Este período proporcionou-me uma base sólida para o meu desenvolvimento profissional e pessoal, permitindo-me aprofundar conhecimentos essenciais no campo da comunicação de moda. Dada a natureza dos principais serviços oferecidos pela Showpress – PR, PR Digital, Showroom e Organização de Eventos, optei por explorar um tema central e de grande relevância: a complementaridade entre estratégias físicas e digitais na comunicação de moda. Num mundo cada vez mais digitalizado, em que as marcas competem para atrair e fidelizar clientes num setor altamente dinâmico e criativo como a moda, torna-se fundamental equilibrar as abordagens digitais e físicas. Este relatório não só apresenta uma revisão de literatura sobre comunicação, como também discute a interdependência dessas duas vertentes na construção de estratégias eficazes. Através de entrevistas com cinco membros da Showpress, incluindo o CEO, três account managers e um responsável pelo showroom, analiso as suas perspetivas sobre a complementaridade entre as estratégias físicas e digitais e o impacto desta integração no sucesso das marcas. Ao longo deste trabalho, procuro demonstrar como as duas abordagens não apenas coexistem, mas se reforçam mutuamente, criando um ecossistema comunicacional que atende às exigências de um público-alvo exigente e móvel. O objetivo é oferecer uma visão aprofundada sobre a importância dessa complementaridade e como ela pode ser implementada para maximizar os resultados de comunicação numa indústria em constante transformação.
This report reflects my six-month internship at Showpress, a communications agency specialising in fashion and lifestyle, where I was integrated as a member of the team. This period provided me with a solid foundation for my professional and personal development, allowing me to deepen essential knowledge in the field of fashion communication. Given the nature of the main services offered by Showpress - PR, Digital PR, Showroom and Event Organisation - I chose to explore a central and highly relevant theme: the complementarity between physical and digital strategies in fashion communication. In an increasingly digitalised world, in which brands compete to attract and retain customers in a highly dynamic and creative sector like fashion, it is essential to balance digital and physical approaches. This report not only presents a literature review on fashion communication, but also discusses the interdependence of these two strands in building effective strategies. Through interviews with the five members of Showpress, including the CEO, three account managers and a showroom manager, I analyse their perspectives on the complementarity between physical and digital strategies and the impact of this integration on the brands' success. Throughout this work, I endeavour to demonstrate how the two approaches not only coexist, but reinforce each other, creating a communication ecosystem that meets the demands of a demanding and mobile target audience. The aim is to offer an in-depth insight into the importance of this complementarity and how it can be implemented to maximise communication results in an industry that is constantly changing.
This report reflects my six-month internship at Showpress, a communications agency specialising in fashion and lifestyle, where I was integrated as a member of the team. This period provided me with a solid foundation for my professional and personal development, allowing me to deepen essential knowledge in the field of fashion communication. Given the nature of the main services offered by Showpress - PR, Digital PR, Showroom and Event Organisation - I chose to explore a central and highly relevant theme: the complementarity between physical and digital strategies in fashion communication. In an increasingly digitalised world, in which brands compete to attract and retain customers in a highly dynamic and creative sector like fashion, it is essential to balance digital and physical approaches. This report not only presents a literature review on fashion communication, but also discusses the interdependence of these two strands in building effective strategies. Through interviews with the five members of Showpress, including the CEO, three account managers and a showroom manager, I analyse their perspectives on the complementarity between physical and digital strategies and the impact of this integration on the brands' success. Throughout this work, I endeavour to demonstrate how the two approaches not only coexist, but reinforce each other, creating a communication ecosystem that meets the demands of a demanding and mobile target audience. The aim is to offer an in-depth insight into the importance of this complementarity and how it can be implemented to maximise communication results in an industry that is constantly changing.
Description
Keywords
Showpress Comunicação de marcas Comunicação de moda Estratégias físicas Estratégias digitais Experiência do consumidor Brand communication Fashion communication Physical strategies Digital strategies Consumer experience