O reposicionamento de marca no mercado fast-fashion: Fatores de decisão na evolução desta estratégia – Cases Zara e Hering

• Autor(a) principal: Bayer, Daniela de Brito
• Data de Publicação: 2023
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/34344
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::CIENCIAS CONTABEIS; Marca; Posicionamento de marca; Reposicionamento de marca; Fast-fashion; Brand; Brand positioning; Brand repositioning; Fast-fashion

This study aims to analyze the market fast-fashion, which are the retailers who work producing fewer and higher turnover, and understand because they changed their brand positioning at a particular moment in its history. With this, we intend to further verify the different strategies of brand repositioning and illustrate them with examples of market and identify possible risks in implementing a repositioning, besides analyzing the fast-fashion market in Brazil and in the world and the consequences of their risk management, and how depth of field, analyze what was done in the repositioning of two large networks segment, Zara and Hering. Therefore, this study was divided into 2 parts: the first part presents theoretical concepts, covering topics such as brands and their importance in building an identity, positioning and what he adds to the product / service in the mind of the consumer; the importance of studying consumer behavior; brand repositioning, its strategies and potential risks; an overview of the market and the fast-fashion phenomenon that became in Brazil, and the risks that go with this management model - the second part presents the study of two real cases, Zara and Hering, who repositioned themselves and were successful in this new identity. Thus, it was possible to observe that this segment brands (Zara and Hering) have repositioned because the strength of competition, the arrival of large international networks they see in Brazil a large market potential and increasing the purchasing power of the class C. This result is the result of the analysis of the repositioning of these marks in question, and can not be considered common factor in the fashion segment. So you can get effective and equivalent conclusions of the reasons repositioning the segment as a whole, it needs a deeper study on the subject in order to check whether this phenomenon is also applicable in other cases.