A communication plan for a portuguese luxury multibrand: Stivali

• Autor(a) principal: Paiva, Maria Leonor Nogueira de
• 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/10071/13916
• topic: Luxury; Communications Plan; Marketing Communications; Stivali; Marketing; Indústria de produtos de luxo; Comunicação estratégica; Plano de marketing; Trabalho de projeto

The emerging of new technologies, the evolution of society and the new digital world’s age, are some of the main recent factors that affect any kind of economic sector. The Luxury sector is now strongly influenced by these, and some changes in the nature of the business are already happening. Moreover, luxury brands are facing some challenges in the adaptation of their strategies to the rigorous customer’s motivations and expectations. Hereupon, the focus will be in developing an innovative and effective Communication Plan proposal for a Portuguese luxury multibrand - Stivali. The main goal of this project is to increase Stivali’s awareness and knowledge, and create long-term relationships with clients. Furthermore, the project had in consideration these new trends in marketing communications, but also concerned in maintaining the high and exclusive status a luxury company requires. The literature review is based on academic articles which embrace overall studies concerning with two main subjects: communications and luxury. An internal and external analysis was conducted, in order to understand better the industry and the company in study. In addition, it was done an investigation close to luxury consumers to have a proper knowledge on how customers interact with luxury brands. Finally, the activities developed throughout the communication plan took into account all the research findings and were carefully suggested to meet Stivali’s main goals.