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Advisor(s)
Abstract(s)
No meio das constantes crises sociais, políticas e económicas, do clima de stress e incerteza
em que vivem o seu quotidiano, as pessoas anseiam por um tempo para si e começam a
valorizar e recordar momentos e coisas boas do passado. Com isto, a tendência do Retro
começa a fazer-se sentir cada vez mais, através da procura pelo antigo no presente quer seja
materializado ou em ambientes de tempo e espaço. A presente dissertação tem, por isso,
como fim investigar a utilização do Retro nas estratégias de algumas marcas, assim como o
consumo destas marcas retro pelos jovens. Relaciona-se a constituição de uma marca ao
conceito de retro, onde por sua vez são desenvolvidas as estratégias das retrobrands, fazendo
a ponte com a razão de consumo dos jovens.
Esta investigação baseia-se no estudo de marcas retro ou que disponham alguns produtos ou
linhas retro, assim como de consumidores ou não consumidores destas marcas ou produtos.
A metodologia utilizada foi mista, sendo que foram realizadas entrevistas a marcas que se
inseriam dentro dos critérios de marcas retro/retrobrands; e foi aplicado um inquérito por
questionário, a consumidores e não consumidores de marcas e produtos retro, de várias
idades. Os resultados demonstram, por um lado, que existe um crescimento na procura por
estas marcas/produtos retro devido ao crescimento desta tendência de reviver o passado no
presente. Por outro lado, as marcas retro procuram a identificação com o público jovem
adulto fazendo o apelo ao antigo, mas modernizado. A estética e o design, aliados à
qualidade, são considerados por estas marcas elementos de diferenciação. Os jovens, a maior
parte trabalhadores estudantes, consomem ou já consumiram marcas/produtos retro,
motivados por gosto devido à estética e design, identificação pessoal e autenticidade
proporcionada. Percebemos, também, que o conceito Retro está ainda em ascensão e que
muitas pessoas associam o Retro ao Vintage, possivelmente porque ambos apelam ao
passado.
Amidst the constant social, political and economic crises, under of stress and uncertainty they live in their daily lives, people yearn for a time for themselves and begin to value and remember moments and good things from the past. With this background, the Retro trend is more and more evident, through the search for the old in the present, whether materialized or in time and space environments. Therefore, this dissertation aims to investigate the use of Retro in the strategies of brands, as well as the consumption of these retrobrands by young people. The creation of a brand is related to the concept of retro, where in turn the strategies of retrobrands are developed making the bridge with the consumption motivation of young people. This investigation is based on the study of retrobrands, or those brands with some retro products or lines, as well as consumers or non-consumers of these brands or products. The methodology used was mixed: interviews were carried out with brands that fall within the criteria of retro/retrobrands; and a questionnaire survey was carried out to consumers and non-consumers of brands and retro products, of various age groups. The results show, on the one hand, that there is an increase in the demand of these brands/retro products due to growth of this tendency to relive the past in the present. On the other hand, retrobrands seek to identify with young adult audience by making the appeal to the old but modernized. Aesthetics and design, in combination with quality, are considered by these brands to be elements of differentiation. Young people, mostly student workers, consume or have already consumed retrobrands/products, motivated by taste due to aesthetics and design, personal identification and afforded authenticity. We also realized that the Retro concept is still on the rise and that many people associate Retro with Vintage, possibly because they both appeal to the past.
Amidst the constant social, political and economic crises, under of stress and uncertainty they live in their daily lives, people yearn for a time for themselves and begin to value and remember moments and good things from the past. With this background, the Retro trend is more and more evident, through the search for the old in the present, whether materialized or in time and space environments. Therefore, this dissertation aims to investigate the use of Retro in the strategies of brands, as well as the consumption of these retrobrands by young people. The creation of a brand is related to the concept of retro, where in turn the strategies of retrobrands are developed making the bridge with the consumption motivation of young people. This investigation is based on the study of retrobrands, or those brands with some retro products or lines, as well as consumers or non-consumers of these brands or products. The methodology used was mixed: interviews were carried out with brands that fall within the criteria of retro/retrobrands; and a questionnaire survey was carried out to consumers and non-consumers of brands and retro products, of various age groups. The results show, on the one hand, that there is an increase in the demand of these brands/retro products due to growth of this tendency to relive the past in the present. On the other hand, retrobrands seek to identify with young adult audience by making the appeal to the old but modernized. Aesthetics and design, in combination with quality, are considered by these brands to be elements of differentiation. Young people, mostly student workers, consume or have already consumed retrobrands/products, motivated by taste due to aesthetics and design, personal identification and afforded authenticity. We also realized that the Retro concept is still on the rise and that many people associate Retro with Vintage, possibly because they both appeal to the past.
Description
Keywords
Retro Retrobrands Marcas Produtos Consumo Jovens Brands Products Consumption Young people