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Authors
Abstract(s)
O impacto da crise económica traduziu-se num menor poder económico para os consumidores, contudo os sites destinados à venda de artigos em segunda mão identificaram uma oportunidade. Adicionalmente, a moda que é considerada uma das maiores indústrias do mundo causa impactos no meio ambiente, sendo necessário existir uma maior sensibilização para uma moda mais sustentável. Devido às tecnologias de informação, os consumidores que tendencialmente são mais responsáveis, conscientes e informados escolhem a marca não apenas pelo preço, mas também pelos valores que esta representa. Algumas marcas já começam a apostar na responsabilidade social e na vertente ambiental ao reciclar, procurando diferenciar-se da sua concorrência.
Neste sentido, o objetivo deste projeto é desenvolver uma plataforma digital que consiga conciliar a compra e venda de vestuário em segunda mão com a vertente solidária através de donativos de vestuário a Instituições de Solidariedade Social.
Numa primeira fase foi realizado o Enquadramento Teórico onde se fez uma revisão da literatura e posteriormente uma investigação qualitativa. Após a análise dos dados, verificou-se que existe potencial e interesse para implementar esta plataforma.
ABSTRACT: The economic crisis impact has turned into a lower economic power for consumers, however, second hand sales websites found here an opportunity. Additionally, fashion, considered one of the biggest industries of the world, has an environmental impact, therefore, the awareness of a sustainable fashion industry is necessary. Due to all information technology, consumers, tendentiously more responsible, aware and well informed, choose a brand, not only considering its price, but also taking in consideration the values that it represents. Some brands already started investing in a corporate social and environmental responsibilities by recycling and setting themselves apart from their competitors. Bearing this in mind, the goal of this project is to develop a digital platform that encompasses the buying and selling of second hand clothes with a solidary purpose, achieved through clothes donations to Social Care institutions. In a first instance, a theoretical approach was made. Different authors were studied followed by a qualitative research. After analysing all gathered data, it was possible the conclusion was that there is, definitely, potential and customer’s interest in this platform.
ABSTRACT: The economic crisis impact has turned into a lower economic power for consumers, however, second hand sales websites found here an opportunity. Additionally, fashion, considered one of the biggest industries of the world, has an environmental impact, therefore, the awareness of a sustainable fashion industry is necessary. Due to all information technology, consumers, tendentiously more responsible, aware and well informed, choose a brand, not only considering its price, but also taking in consideration the values that it represents. Some brands already started investing in a corporate social and environmental responsibilities by recycling and setting themselves apart from their competitors. Bearing this in mind, the goal of this project is to develop a digital platform that encompasses the buying and selling of second hand clothes with a solidary purpose, achieved through clothes donations to Social Care institutions. In a first instance, a theoretical approach was made. Different authors were studied followed by a qualitative research. After analysing all gathered data, it was possible the conclusion was that there is, definitely, potential and customer’s interest in this platform.
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 Marketing digital eCommerce Plataformas digitais Moda Vestuário - segunda mão Responsabilidade social Solidariedade Digital marketing Digital platforms Fashion Second hand clothing Social responsibility Solidarity
Citation
GASPAR, Filipa Raquel Dias - Concetualização de uma plataforma digital de vestuário em segunda mão com a vertente solidária. Lisboa: Escola Superior de Comunicação Social, 2016. Trabalho de projeto.
Publisher
Escola Superior de Comunicação Social