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Authors
Advisor(s)
Abstract(s)
No contexto atual, o mercado dos smartphones e de outros dispositivos móveis cresce, o acesso à internet continua a ser modernizado e otimizado e existe um aumento do número de aplicações móveis a serem criadas, descarregadas e utilizadas.
Assim, estes fatores têm vindo a revelar-se uma oportunidade para o desenvolvimento e implementação de soluções de “mobile marketing” por parte das marcas. Elas escolhem, cada vez mais, este canal para impactarem os seus consumidores com o intuito de realizarem negócios, e também de criarem envolvimento com os seus clientes.
O grupo Inditex tem no mercado diversas marcas de vestuário (Pull&Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara e Uterqüe) de reconhecimento mundial, sendo considerado o maior grupo de moda do mundo. Apesar do grupo Inditex possuir aplicações móveis próprias para cada uma das suas marcas, este trabalho de projeto pretende apresentar uma solução alternativa de aplicação mobile, que se baseará num upgrade às atuais aplicações destas marcas. O objetivo é aumentar o tráfego de compras através da aplicação, mas também reforçar a presença das marcas na vida quotidiana dos seus consumidores, de uma forma atual, inovadora e útil. Enquanto suporte ao desenvolvimento da conceção da aplicação, foi realizada uma investigação do tipo quantitativa, efetuada através de um questionário aplicado a uma amostra de 162 indivíduos. Os resultados desta mesma investigação permitiram avaliar o interesse e garantir a utilidade desta nova solução tecnológica.
ABSTRACT: In today’s global context, the market of smart phones and other mobile devices is growing in importance, the access to the Internet keeps evolving and improving. There is an increase in the number of mobile applications, which are being created, downloaded and used. Thus, these factores offer brands an opportunity to develop and implement solutions for the “mobile marketing”. They have been choosing this channel more and more often, in order to have an impact on their consumers, to make business and to get their clients more deeply involved. The Inditex group has several worldwide well-known clothing brands in the market (Pull&Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara e Uterqüe) and it is considered the largest fashion group in the world. Although the Inditex group has already mobile apps for each one of its brands, this project work aims to present an alternative solution of a mobile application, which will consist of an upgrade to the current apps used by these brands. The main goal is not only to increase the traffic of purchases through the application but also reinforce the presence of every brand in the consumers’ daily life in an updated, innovative and useful way. As a support to the development of the conception of the application, a survey quantity-type was made through a questionnaire applied as a sample to 162 people. The results of this research allow us to evaluate the interest, the engagement and to ensure the utility of this new technological solution.
ABSTRACT: In today’s global context, the market of smart phones and other mobile devices is growing in importance, the access to the Internet keeps evolving and improving. There is an increase in the number of mobile applications, which are being created, downloaded and used. Thus, these factores offer brands an opportunity to develop and implement solutions for the “mobile marketing”. They have been choosing this channel more and more often, in order to have an impact on their consumers, to make business and to get their clients more deeply involved. The Inditex group has several worldwide well-known clothing brands in the market (Pull&Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara e Uterqüe) and it is considered the largest fashion group in the world. Although the Inditex group has already mobile apps for each one of its brands, this project work aims to present an alternative solution of a mobile application, which will consist of an upgrade to the current apps used by these brands. The main goal is not only to increase the traffic of purchases through the application but also reinforce the presence of every brand in the consumers’ daily life in an updated, innovative and useful way. As a support to the development of the conception of the application, a survey quantity-type was made through a questionnaire applied as a sample to 162 people. The results of this research allow us to evaluate the interest, the engagement and to ensure the utility of this new technological solution.
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
Marketing Aplicações móveis Moda Grupo Inditex Engagement Brands utility Mobile marketing Mobile applications Fashion
Citation
GONÇALVES, Marta Filipa Pinto - Conceção de uma aplicação para o grupo INDITEX. Lisboa: Escola Superior de Comunicação Social, 2016. Trabalho de projeto.
Publisher
Escola Superior de Comunicação Social