The consolidation of a brand : Parfois

Detalhes bibliográficos
Autor(a) principal: Dias, Ana Rita Guerreiro Marques
Data de Publicação: 2016
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/21442
Resumo: Parfois is a Portuguese multinational company in the fashion accessories industry counting with twenty years of history. The brand is present in 50 countries and exhibits in 2014 more than 500 stores all over the world, in both developed and emerging markets. Parfois has revolutionized the fashion accessories market in Portugal by providing trendy and fashion accessories affordable to everyone. It presents a wide portfolio of product segments and has been focusing in the fast fashion concept to better and quicker respond to customer’s needs. The company is faced with a saturation of the Portuguese market, where it considers, at this time, there is limited room to grow. As so, it is interested in reinforcing its position in other key markets where it is already present. The company is particularly interested in strengthening its presence and consolidating its brand in the Spanish market. The case study develops an overview of the company, the fashion accessories retail industry and consumer trends, as well as a summary of Parfois’ internationalization process. This master thesis aims to study the conditions of the industry and to what extent there are opportunities to grow and consolidate the brand position in Spain.
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spelling The consolidation of a brand : ParfoisFashion accessoriesInternational expansionBrand consolidationGrowthParfoisAcessórios de modaExpansãoConsolidaçãoCrescimentoDomínio/Área Científica::Ciências Sociais::Economia e GestãoParfois is a Portuguese multinational company in the fashion accessories industry counting with twenty years of history. The brand is present in 50 countries and exhibits in 2014 more than 500 stores all over the world, in both developed and emerging markets. Parfois has revolutionized the fashion accessories market in Portugal by providing trendy and fashion accessories affordable to everyone. It presents a wide portfolio of product segments and has been focusing in the fast fashion concept to better and quicker respond to customer’s needs. The company is faced with a saturation of the Portuguese market, where it considers, at this time, there is limited room to grow. As so, it is interested in reinforcing its position in other key markets where it is already present. The company is particularly interested in strengthening its presence and consolidating its brand in the Spanish market. The case study develops an overview of the company, the fashion accessories retail industry and consumer trends, as well as a summary of Parfois’ internationalization process. This master thesis aims to study the conditions of the industry and to what extent there are opportunities to grow and consolidate the brand position in Spain.A Parfois é uma empresa multinacional Portuguesa com 20 anos de experiência no sector dos acessórios de moda. A marca está presente em 50 países e apresenta, em 2014, mais de 500 lojas espalhadas por todo o mundo, tanto em mercados maduros como em emergentes. A Parfois revolucionou o mercado dos acessórios de moda em Portugal, oferecendo produtos fashion e trendy, economicamente acessíveis. A marca apresenta um vasto portefólio de produtos e tem-se focado no conceito de fast fashion, conseguindo responder ás necessidades dos consumidores de uma forma acessível e rápida. A empresa enfrenta neste momento uma estagnação de crescimento no mercado Português, pois acredita que não há mais oportunidades para crescer. Deste modo, está interessada em reforçar a sua presença em mercados onde já se encontra presente. Em particular, pretende reforçar a sua presença e consolidar a marca no mercado Espanhol. Este caso apresenta um overview da empresa, da indústria dos acessórios de moda, tendências de consumo, assim como um resumo de todo o seu processo de internacionalização. Esta tese de mestrado tem como objetivo estudar as condições da indústria e quais as oportunidades para que a empresa consiga crescer e consolidar a sua presença em Espanha.Pires, João Paulo SimãoVeritati - Repositório Institucional da Universidade Católica PortuguesaDias, Ana Rita Guerreiro Marques2019-10-25T00:30:20Z2016-10-2520162016-10-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/21442TID:201283506enginfo: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:RCAAP2023-07-12T17:27:28Zoai:repositorio.ucp.pt:10400.14/21442Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:17:44.837035Repositório 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 The consolidation of a brand : Parfois
title The consolidation of a brand : Parfois
spellingShingle The consolidation of a brand : Parfois
Dias, Ana Rita Guerreiro Marques
Fashion accessories
International expansion
Brand consolidation
Growth
Parfois
Acessórios de moda
Expansão
Consolidação
Crescimento
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The consolidation of a brand : Parfois
title_full The consolidation of a brand : Parfois
title_fullStr The consolidation of a brand : Parfois
title_full_unstemmed The consolidation of a brand : Parfois
title_sort The consolidation of a brand : Parfois
author Dias, Ana Rita Guerreiro Marques
author_facet Dias, Ana Rita Guerreiro Marques
author_role author
dc.contributor.none.fl_str_mv Pires, João Paulo Simão
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Dias, Ana Rita Guerreiro Marques
dc.subject.por.fl_str_mv Fashion accessories
International expansion
Brand consolidation
Growth
Parfois
Acessórios de moda
Expansão
Consolidação
Crescimento
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Fashion accessories
International expansion
Brand consolidation
Growth
Parfois
Acessórios de moda
Expansão
Consolidação
Crescimento
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Parfois is a Portuguese multinational company in the fashion accessories industry counting with twenty years of history. The brand is present in 50 countries and exhibits in 2014 more than 500 stores all over the world, in both developed and emerging markets. Parfois has revolutionized the fashion accessories market in Portugal by providing trendy and fashion accessories affordable to everyone. It presents a wide portfolio of product segments and has been focusing in the fast fashion concept to better and quicker respond to customer’s needs. The company is faced with a saturation of the Portuguese market, where it considers, at this time, there is limited room to grow. As so, it is interested in reinforcing its position in other key markets where it is already present. The company is particularly interested in strengthening its presence and consolidating its brand in the Spanish market. The case study develops an overview of the company, the fashion accessories retail industry and consumer trends, as well as a summary of Parfois’ internationalization process. This master thesis aims to study the conditions of the industry and to what extent there are opportunities to grow and consolidate the brand position in Spain.
publishDate 2016
dc.date.none.fl_str_mv 2016-10-25
2016
2016-10-25T00:00:00Z
2019-10-25T00:30:20Z
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/10400.14/21442
TID:201283506
url http://hdl.handle.net/10400.14/21442
identifier_str_mv TID:201283506
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
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)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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