Design automotivo do pós-guerra ao pós-modernismo : as linhas da Ferrari ao longo do tempo
Landim, P.C.
2013
Relatório de estágio na empresa KAMAE RT : comunicar uma marca de moda em contexto digital
Type
masterThesis
Creator
Identifier
203229851
Title
Relatório de estágio na empresa KAMAE RT : comunicar uma marca de moda em contexto digital
Contributor
Marcelo, Ana Sofia André Bentes
Rito, Catarina Vasques
Rito, Catarina Vasques
Subject
Moda
Marcas de moda
Marketing digital
Comunicação digital
Branding
Consumidor
Fashion
Fashion brands
Digital marketing
Digital communication
Consumer.
Domínio/Área Científica : Humanidades
Marcas de moda
Marketing digital
Comunicação digital
Branding
Consumidor
Fashion
Fashion brands
Digital marketing
Digital communication
Consumer.
Domínio/Área Científica : Humanidades
Date
2023-02-16T16:58:35Z
2023-02-16T16:58:35Z
2022
2023-02-16T16:58:35Z
2022
Description
As novas exigências dos consumidores, adaptadas à evolução tecnológica, agiram em conjunto para que as marcas se fossem ajustando às imposições do mercado. Para isso, estas repensaram estratégias com o objetivo de potenciar a relação com o consumidor. Neste sentido, atualmente, a sociedade vive da partilha de conteúdos, experiências e novas formas de produção e consumo de informação através das plataformas digitais (Torres, 2009). Nesta nova realidade, o digital é a ferramenta utilizada pelas marcas para se difundirem com impacto e rapidez, mas também, um meio seguro e de pouco investimento utilizado para perceber as necessidades do consumidor e, assim, se posicionar eficazmente no mercado (Faustino, 2019). O estágio foi realizado com o seguinte objetivo de estudo: a análise da estratégia de marketing digital, a implementação no lançamento de uma coleção de moda para a marca KIAI, de forma a perceber o potencial do marketing online e conferir a sua contribuição para o sucesso de uma marca no contexto digital. Na empresa, KAMAE RT, pretende-se partilhar e absorver conhecimentos através da participação em master classes, no desenvolvimento de propostas relacionadas com a criação de conteúdos para as redes sociais e de estratégias de comunicação digital. Nesse sentido, pretende-se compreender o modo de funcionamento da empresa através de uma metodologia mista de base qualitativa. Na primeira fase, recorre-se a uma análise e recolha de informação aplicando-se, portanto, uma metodologia não intervencionista. Numa segunda fase, aplicam-se os conhecimentos adquiridos recorrendo a uma intervenção ativa, que consiste no desenvolvimento de aptidões adquiridas na primeira fase. Com o estágio, pretende-se ganhar novas competências e, assim, crescer pessoal e profissionalmente para ganhar uma nova visão de uma área distinta, mas que se complementa, do Design de moda.
Abstract: New consumer demands adapted to technological evolution, forced brands to adjust to market demands. Therefore, brands are forced to rethink their strategies aiming to improve their relationship with the customer. In this sense, society is currently living by sharing contents, experiences and new forms of productions and consumption of information through digital platforms (Torres, 2009). In this new reality, digital is the tool used by brands to spread themselves with impact and speed but also, a safe way of low investment to understand consumer’s needs and thus effectively position themselves in the market (Faustino, 2019). I realized an internship with the following objective of study, the analysis of digital marketing strategy to implement in the launch of a fashion collection for the KIAI brand. To understand the potential of online marketing and check its contribution to the success of a brand in the digital context. The company, KAMAE RT, intends to absorb knowledge sharing through participation in master classes, in the development of proposals related to the creation of content for social networks and digital communication strategies. In that regard, it is intended to understand the way the company works through a methodology of a mixed nature with a qualitative basis and, in a first phase an analysis and collection of information is used, therefore, a non-interventionist methodology is applied. And in a second phase, the acquired knowledge is applied using an active intervention which consists in the development of skills acquired in the first phase. With the internship, it is intended to gain new skills and grow personal and professionally and acquire a new vision of a distinct area of Fashion Design, which complement each other.
Abstract: New consumer demands adapted to technological evolution, forced brands to adjust to market demands. Therefore, brands are forced to rethink their strategies aiming to improve their relationship with the customer. In this sense, society is currently living by sharing contents, experiences and new forms of productions and consumption of information through digital platforms (Torres, 2009). In this new reality, digital is the tool used by brands to spread themselves with impact and speed but also, a safe way of low investment to understand consumer’s needs and thus effectively position themselves in the market (Faustino, 2019). I realized an internship with the following objective of study, the analysis of digital marketing strategy to implement in the launch of a fashion collection for the KIAI brand. To understand the potential of online marketing and check its contribution to the success of a brand in the digital context. The company, KAMAE RT, intends to absorb knowledge sharing through participation in master classes, in the development of proposals related to the creation of content for social networks and digital communication strategies. In that regard, it is intended to understand the way the company works through a methodology of a mixed nature with a qualitative basis and, in a first phase an analysis and collection of information is used, therefore, a non-interventionist methodology is applied. And in a second phase, the acquired knowledge is applied using an active intervention which consists in the development of skills acquired in the first phase. With the internship, it is intended to gain new skills and grow personal and professionally and acquire a new vision of a distinct area of Fashion Design, which complement each other.
Access restrictions
restrictedAccess
Language
por
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