Internationalization of a digital luxury brand: Josefinas case study
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/19078 |
Resumo: | The present case approaches the internationalization of a digital luxury brand (Josefinas), more specifically the Communication Strategy used during the opening of a popup store in a country and city different from Braga, Portugal, for one year. Therefore, at the beginning of the Case, three distinct world cities are proposed and the challenge for the students is throughout the Case Study, answering the questions and make decision-making in order to choose one of the destinations initially presented. Luxury Brands predominantly use communication actions like printed advertising, newsletters, Public Relations, Press Releases, interviews to mass media and Word of Mouth to promote their brands and products. However, digital brands need to be present and use social networks daily to grow, survive and reach as many people as possible. In order to stand out in the global luxury market, brands need to be genuine and true to themselves. Regarding the Global Luxury Market, the Chinese consumer is the predominant. In recent years, generation Z and the Millennials are boosting a strong growth in global luxury purchases, and tourism is a major driver of this market. On the other hand, while online shopping is increasing rapidly, the luxury consumer still uses physical stores as their main channel for purchasing luxury goods, hence, it makes sense for Josefinas to open a pop-up store abroad. |
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Internationalization of a digital luxury brand: Josefinas case studyLuxury brandsInternationalizationLuxury marketCommunication strategyMarcas de luxoInternacionalizaçãoMercado de luxoEstratégias de comunicaçãoGestão de empresasMarketing digitalComportamento do consumidor -- Consumer behaviorTrabalho de projetoThe present case approaches the internationalization of a digital luxury brand (Josefinas), more specifically the Communication Strategy used during the opening of a popup store in a country and city different from Braga, Portugal, for one year. Therefore, at the beginning of the Case, three distinct world cities are proposed and the challenge for the students is throughout the Case Study, answering the questions and make decision-making in order to choose one of the destinations initially presented. Luxury Brands predominantly use communication actions like printed advertising, newsletters, Public Relations, Press Releases, interviews to mass media and Word of Mouth to promote their brands and products. However, digital brands need to be present and use social networks daily to grow, survive and reach as many people as possible. In order to stand out in the global luxury market, brands need to be genuine and true to themselves. Regarding the Global Luxury Market, the Chinese consumer is the predominant. In recent years, generation Z and the Millennials are boosting a strong growth in global luxury purchases, and tourism is a major driver of this market. On the other hand, while online shopping is increasing rapidly, the luxury consumer still uses physical stores as their main channel for purchasing luxury goods, hence, it makes sense for Josefinas to open a pop-up store abroad.O presente caso aborda a internacionalização de uma marca de luxo digital (Josefinas), mais especificamente a Estratégia de Comunicação utilizada durante a abertura de uma loja pop-up num país e cidade diferente de Braga, Portugal, durante um ano. Por conseguinte, no início do Caso são propostas três cidades mundiais distintas e o desafio para os alunos é ao longo do caso estes irem respondendo às perguntas e fazer tomadas de decisão, a fim de escolher um dos destinos apresentados inicialmente. As marcas de luxo utilizam maioritariamente ações de comunicação como Publicidade Impressa, Boletins informativos (Newsletters), Relações Públicas, Comunicados de Imprensa, entrevistas aos mass media, o Boca a Boca ou passa-palavra para promover as suas marcas e os seus produtos. Contudo, as marcas digitais precisam de estar presentes e usar as redes sociais diariamente para crescer, sobreviver e chegar ao maior número de pessoas possível. Para se destacarem no mercado global de luxo, as marcas necessitam ser genuínas e fiéis a si mesmas. Relativamente ao mercado global de luxo, o consumidor Chinês é o predominante. Nos últimos anos, a geração Z e a geração Y estão a fomentar um forte crescimento nas compras globais de luxo e o turismo está a ser um grande impulsionador deste mercado. Por outro lado, embora as compras online estejam a aumentar rapidamente, o consumidor de luxo ainda utiliza a loja física como o seu principal canal de compra de bens de luxo, daí, fazer sentido a marca Josefinas abrir uma loja pop-up fora de Portugal.2021-09-29T00:00:00Z2019-09-30T00:00:00Z2019-09-302019-08info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/19078TID:202294234engJordão, Diana Filipa da Costa Vieirainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T18:02:22Zoai:repositorio.iscte-iul.pt:10071/19078Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:33:38.176413Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Internationalization of a digital luxury brand: Josefinas case study |
title |
Internationalization of a digital luxury brand: Josefinas case study |
spellingShingle |
Internationalization of a digital luxury brand: Josefinas case study Jordão, Diana Filipa da Costa Vieira Luxury brands Internationalization Luxury market Communication strategy Marcas de luxo Internacionalização Mercado de luxo Estratégias de comunicação Gestão de empresas Marketing digital Comportamento do consumidor -- Consumer behavior Trabalho de projeto |
title_short |
Internationalization of a digital luxury brand: Josefinas case study |
title_full |
Internationalization of a digital luxury brand: Josefinas case study |
title_fullStr |
Internationalization of a digital luxury brand: Josefinas case study |
title_full_unstemmed |
Internationalization of a digital luxury brand: Josefinas case study |
title_sort |
Internationalization of a digital luxury brand: Josefinas case study |
author |
Jordão, Diana Filipa da Costa Vieira |
author_facet |
Jordão, Diana Filipa da Costa Vieira |
author_role |
author |
dc.contributor.author.fl_str_mv |
Jordão, Diana Filipa da Costa Vieira |
dc.subject.por.fl_str_mv |
Luxury brands Internationalization Luxury market Communication strategy Marcas de luxo Internacionalização Mercado de luxo Estratégias de comunicação Gestão de empresas Marketing digital Comportamento do consumidor -- Consumer behavior Trabalho de projeto |
topic |
Luxury brands Internationalization Luxury market Communication strategy Marcas de luxo Internacionalização Mercado de luxo Estratégias de comunicação Gestão de empresas Marketing digital Comportamento do consumidor -- Consumer behavior Trabalho de projeto |
description |
The present case approaches the internationalization of a digital luxury brand (Josefinas), more specifically the Communication Strategy used during the opening of a popup store in a country and city different from Braga, Portugal, for one year. Therefore, at the beginning of the Case, three distinct world cities are proposed and the challenge for the students is throughout the Case Study, answering the questions and make decision-making in order to choose one of the destinations initially presented. Luxury Brands predominantly use communication actions like printed advertising, newsletters, Public Relations, Press Releases, interviews to mass media and Word of Mouth to promote their brands and products. However, digital brands need to be present and use social networks daily to grow, survive and reach as many people as possible. In order to stand out in the global luxury market, brands need to be genuine and true to themselves. Regarding the Global Luxury Market, the Chinese consumer is the predominant. In recent years, generation Z and the Millennials are boosting a strong growth in global luxury purchases, and tourism is a major driver of this market. On the other hand, while online shopping is increasing rapidly, the luxury consumer still uses physical stores as their main channel for purchasing luxury goods, hence, it makes sense for Josefinas to open a pop-up store abroad. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-09-30T00:00:00Z 2019-09-30 2019-08 2021-09-29T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/19078 TID:202294234 |
url |
http://hdl.handle.net/10071/19078 |
identifier_str_mv |
TID:202294234 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/octet-stream |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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