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Authors
Advisor(s)
Abstract(s)
Com um consumidor que cada vez mais é consciente no que diz respeito a temas
relacionados com a sustentabilidade e tendo em conta que vivemos numa era em que a
informação está ao alcance de todos, as marcas em geral, e em particular as de moda
sustentável precisam de adequar e criar estratégias que permitam alcançar os respetivos
targets e destacar-se da concorrência.
É nesse sentido que a experiência do consumidor é hoje vista como uma forte
aposta por parte das marcas, uma vez que a mesma permite criar uma maior proximidade
física e emocional com os mesmos, proporcionando aos mesmos uma experiência
memorável e diferente, que permite colocar as marcas nas suas mentes. Adicionalmente
estas experiências conferem à marca a criação de uma relação com o seu consumidor,
criando possibilidade de comunicar os respetivos valores.
Por ser uma das mais poluentes, com base no perfil dos consumidores atuais, o
aparecimento de novas marcas de moda sustentável e a penetração das marcas de grandes
retalhistas enquanto players no mercado de moda sustentável, a indústria da moda tem
atualmente desafios no campo da comunicação, uma vez que atualmente qualquer
mensagem de sustentabilidade, não só em marcas de moda, é avaliada e analisada pelo
consumidor que não quer cair em esquemas de greenwashing.
A Näz é uma marca de moda sustentável portuguesa, que se destaca pela
transparência nos seus processos de fabrico e produção e pela valorização das pessoas e
materiais, bem como pela preocupação com a natureza e meio ambiente. No entanto a
marca detém pouca notoriedade junto do consumidor de moda sustentável português,
ainda que apresente potencial de se distinguir face aos concorrentes.
Dito isto, o presente trabalho é um projeto de natureza aplicada no âmbito da
Publicidade e Marketing, alicerçado no enquadramento conceptual e numa investigação
exploratória de suporte ao desenvolvimento de uma ativação de marca e respetiva proposta de comunicação digital para a marca Näz cujo objetivo é divulgar a marca e os
seus produtos aos consumidores portugueses.
ABSTRACT: With consumers becoming increasingly conscious about sustainability-related issues and considering that we live in an era where information is readily available to everyone, brands in general, and sustainable fashion brands in particular, need to adapt and create strategies to reach their respective targets and stand out from the competition. It is in this context that the consumer experience is now seen as a strong focus for brands since it allows for a closer physical and emotional connection, providing consumers with a memorable and distinct experience that places the brand in their minds. Additionally, these experiences help the brand build a relationship with its consumers, creating the opportunity to communicate its values. Given that the fashion industry is one of the most polluting, and considering the current consumer profiles, the emergence of new sustainable fashion brands, and the entry of major retailers as players in the sustainable fashion market, the fashion industry currently faces challenges in communication. This is because any sustainability message, not only in fashion brands, is scrutinized by consumers who do not want to fall for greenwashing schemes. Näz is a Portuguese sustainable fashion brand known for its transparency in manufacturing and production processes, its emphasis on people and materials, as well as its concern for nature and the environment. However, the brand has limited recognition among Portuguese sustainable fashion consumers, despite having the potential to distinguish itself from competitors. That said, the present work is an applied project in the field of Advertising and Marketing, built on a conceptual framework and exploratory research to support the development of brand activation and a digital communication proposal for the Näz brand. The goal of this project is to promote the brand and its products to Portuguese consumers.
ABSTRACT: With consumers becoming increasingly conscious about sustainability-related issues and considering that we live in an era where information is readily available to everyone, brands in general, and sustainable fashion brands in particular, need to adapt and create strategies to reach their respective targets and stand out from the competition. It is in this context that the consumer experience is now seen as a strong focus for brands since it allows for a closer physical and emotional connection, providing consumers with a memorable and distinct experience that places the brand in their minds. Additionally, these experiences help the brand build a relationship with its consumers, creating the opportunity to communicate its values. Given that the fashion industry is one of the most polluting, and considering the current consumer profiles, the emergence of new sustainable fashion brands, and the entry of major retailers as players in the sustainable fashion market, the fashion industry currently faces challenges in communication. This is because any sustainability message, not only in fashion brands, is scrutinized by consumers who do not want to fall for greenwashing schemes. Näz is a Portuguese sustainable fashion brand known for its transparency in manufacturing and production processes, its emphasis on people and materials, as well as its concern for nature and the environment. However, the brand has limited recognition among Portuguese sustainable fashion consumers, despite having the potential to distinguish itself from competitors. That said, the present work is an applied project in the field of Advertising and Marketing, built on a conceptual framework and exploratory research to support the development of brand activation and a digital communication proposal for the Näz brand. The goal of this project is to promote the brand and its products to Portuguese consumers.
Description
Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Comunicação Ativação de marca Marketing experiencial Moda sustentável Slow fashion Communication Brand activation Experiential marketing Sustainable fashion
Citation
Henriques, C.S. (2023). Proposta de ativação digital para a marca NÄZ [Trabalho de projeto de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/17001
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social