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A transformação digital no setor têxtil : o caso da Lanidor
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Resumo(s)
Num mundo cada vez mais digital e competitivo, a transformação digital tornou-se essencial, impactando significativamente vários setores, designadamente o setor têxtil. Este estudo analisou a adaptação da Lanidor, uma marca têxtil portuguesa de moda feminina, às transformações digitais, com o objetivo de responder à questão: “Como é que uma empresa portuguesa, do setor têxtil, se tem adaptado às transformações digitais?”. A metodologia adotada foi mista, combinando uma abordagem qualitativa (entrevistas) e quantitativa (questionário). A análise baseou-se na Teoria da Sinalização (Spence, 1973), que explica como é que a emissão de sinais pode reduzir assimetrias de informação entre duas partes, e no Modelo de Conteúdo dos Estereótipos (Fiske et al., 2002), que avalia perceções com base nas dimensões de simpatia e competência. Os resultados confirmam que a Lanidor se tem adaptado com sucesso à transformação digital, através da adoção de uma estratégia digital que integra a utilização de serviços como o Klarna e o THE BOX, o recurso às redes sociais, o envio de newsletters e a aposta no marketing de influência. Esta estratégia tem permitido à marca reforçar a sua presença no mercado, aumentar as vendas, estabelecer uma relação mais próxima e de confiança com os consumidores e consolidar a perceção de competência da marca. Os sinais transmitidos pela Lanidor, através da estratégia digital adotada, têm sido bem recebidos e interpretados, ao mesmo tempo que a marca é percecionada como próxima, confiável e competente, o que valida a aplicação da Teoria e do Modelo estudados.
In an increasingly digital and competitive world, digital transformation has become essential, significantly impacting various sectors, including the textile industry. This study analysed the adaptation of Lanidor, a Portuguese womenswear textile brand, to digital transformations, with the aim of answering the question: ‘How has a Portuguese, in the textile sector, adapted to digital transformations?’. The methodology adopted was mixed, combining a qualitative (interviews) and quantitative (questionnaire) approach. The analysis was based on Signalling Theory (Spence, 1973), which explains how the emission of signals can reduce information asymmetries between two parties, and the Stereotype Content Model (Fiske et al., 2002), which assesses perceptions based on the dimensions of friendliness and competence. The results confirm that Lanidor has successfully adapted to the digital transformation by adopting a digital strategy that includes the use of services such as Klarna and THE BOX, social media, newsletters and influencer marketing. This strategy has allowed the brand to strengthen its presence in the market, increase sales, establish a closer and more trusting relationship with consumers and consolidate the perception of the brand's competence. The signals transmitted by Lanidor, through the digital strategy adopted, have been well received and interpreted, while the brand is perceived as close, trustworthy and competent, which validates the application of the Theory and Model studied.
In an increasingly digital and competitive world, digital transformation has become essential, significantly impacting various sectors, including the textile industry. This study analysed the adaptation of Lanidor, a Portuguese womenswear textile brand, to digital transformations, with the aim of answering the question: ‘How has a Portuguese, in the textile sector, adapted to digital transformations?’. The methodology adopted was mixed, combining a qualitative (interviews) and quantitative (questionnaire) approach. The analysis was based on Signalling Theory (Spence, 1973), which explains how the emission of signals can reduce information asymmetries between two parties, and the Stereotype Content Model (Fiske et al., 2002), which assesses perceptions based on the dimensions of friendliness and competence. The results confirm that Lanidor has successfully adapted to the digital transformation by adopting a digital strategy that includes the use of services such as Klarna and THE BOX, social media, newsletters and influencer marketing. This strategy has allowed the brand to strengthen its presence in the market, increase sales, establish a closer and more trusting relationship with consumers and consolidate the perception of the brand's competence. The signals transmitted by Lanidor, through the digital strategy adopted, have been well received and interpreted, while the brand is perceived as close, trustworthy and competent, which validates the application of the Theory and Model studied.
Descrição
Palavras-chave
Transformação digital Lanidor Teoria da sinalização Modelo de conteúdo dos estereótipos Digital transformation Signaling theory Stereotype content model
Contexto Educativo
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Licença CC
Sem licença CC