Popular Brands and Fashion Repositioning: an analysis of the communication strategies

Detalhes bibliográficos
Autor(a) principal: Schmiegelow, Sarah Schmithausen
Data de Publicação: 2019
Outros Autores: Sousa, Richard Perassi Luiz de
Tipo de documento: Artigo
Idioma: por
Título da fonte: ModaPalavra e-periódico
Texto Completo: https://www.revistas.udesc.br/index.php/modapalavra/article/view/13937
Resumo: The communication strategies applied by the apparel and accessories popular brands to repositioning as Fashion brands are addresses in this paper. The goal is to propose a systematization of the series of strategies used in the public communication of the brands C&A, Lojas Renner, Marisa and Riachuelo. The study presents part of the results of a qualitative research, with exploratory and descriptive goals, based on documentary sources in the internet. As results, the strategies, actions, resources and speeches used by the popular brands can by systematized in three basic strategies: (1) fast fashion system; (2) co-branding and association with the fashion system; and (3) investment in special stores. Each basic strategy is supported by a series of complementary actions that, in interaction, promote the association of the popular brands with the Fashion culture.
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spelling Popular Brands and Fashion Repositioning: an analysis of the communication strategiesMarcas Populares e Reposicionamento de Moda: Análise das Estratégias de Comunicaçãopopular fashionbrand repositioningfast fashionmoda popularcomunicação de marcafast fashionThe communication strategies applied by the apparel and accessories popular brands to repositioning as Fashion brands are addresses in this paper. The goal is to propose a systematization of the series of strategies used in the public communication of the brands C&A, Lojas Renner, Marisa and Riachuelo. The study presents part of the results of a qualitative research, with exploratory and descriptive goals, based on documentary sources in the internet. As results, the strategies, actions, resources and speeches used by the popular brands can by systematized in three basic strategies: (1) fast fashion system; (2) co-branding and association with the fashion system; and (3) investment in special stores. Each basic strategy is supported by a series of complementary actions that, in interaction, promote the association of the popular brands with the Fashion culture.Este artigo aborda as estratégias de comunicação do reposicionamento de Moda das marcas populares de vestuário e acessórios. O objetivo é propor uma sistematização do conjunto de estratégias verificadas na comunicação púbica das marcas C&A, Lojas Renner, Marisa e Riachuelo. Trata-se de parte dos resultados de uma pesquisa qualitativa, de objetivos exploratórios e descritivos, com base na consulta de fontes documentais na rede digital internet. Os resultados apontam que as estratégias, ações, recursos e discursos aplicados pelas marcas estudadas podem ser sistematizados em três estratégias básicas: (1) sistema fast fashion; (2) co-branding e associações com o sistema de Moda; (3) e investimento em lojas especiais. Cada estratégia básica é suportada por uma série de ações complementares que, em conjunto, promovem a associação das marcas populares com a cultura de Moda.Universidade do Estado de Santa Catarina2019-10-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/1393710.5965/1982615x12262019006ModaPalavra e-periódico; Vol. 12 No. 26 (2019): Variata; 6-36ModaPalavra e-periódico; Vol. 12 Núm. 26 (2019): Variata; 6-36 Modapalavra e-periódico; v. 12 n. 26 (2019): Variata; 6-361982-615X10.5965/1982615x12262019reponame:ModaPalavra e-periódicoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/13937/10660Copyright (c) 2019 Sarah Schmithausen Schmiegelow, Richard Perassi Luiz de Sousahttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessSchmiegelow, Sarah SchmithausenSousa, Richard Perassi Luiz de2023-03-20T12:47:43Zoai::article/13937Revistahttps://www.revistas.udesc.br/index.php/modapalavraPUBhttps://www.revistas.udesc.br/index.php/modapalavra/oai||modapalavra@gmail.com1982-615X1982-615Xopendoar:2023-03-20T12:47:43ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv Popular Brands and Fashion Repositioning: an analysis of the communication strategies
Marcas Populares e Reposicionamento de Moda: Análise das Estratégias de Comunicação
title Popular Brands and Fashion Repositioning: an analysis of the communication strategies
spellingShingle Popular Brands and Fashion Repositioning: an analysis of the communication strategies
Schmiegelow, Sarah Schmithausen
popular fashion
brand repositioning
fast fashion
moda popular
comunicação de marca
fast fashion
title_short Popular Brands and Fashion Repositioning: an analysis of the communication strategies
title_full Popular Brands and Fashion Repositioning: an analysis of the communication strategies
title_fullStr Popular Brands and Fashion Repositioning: an analysis of the communication strategies
title_full_unstemmed Popular Brands and Fashion Repositioning: an analysis of the communication strategies
title_sort Popular Brands and Fashion Repositioning: an analysis of the communication strategies
author Schmiegelow, Sarah Schmithausen
author_facet Schmiegelow, Sarah Schmithausen
Sousa, Richard Perassi Luiz de
author_role author
author2 Sousa, Richard Perassi Luiz de
author2_role author
dc.contributor.author.fl_str_mv Schmiegelow, Sarah Schmithausen
Sousa, Richard Perassi Luiz de
dc.subject.por.fl_str_mv popular fashion
brand repositioning
fast fashion
moda popular
comunicação de marca
fast fashion
topic popular fashion
brand repositioning
fast fashion
moda popular
comunicação de marca
fast fashion
description The communication strategies applied by the apparel and accessories popular brands to repositioning as Fashion brands are addresses in this paper. The goal is to propose a systematization of the series of strategies used in the public communication of the brands C&A, Lojas Renner, Marisa and Riachuelo. The study presents part of the results of a qualitative research, with exploratory and descriptive goals, based on documentary sources in the internet. As results, the strategies, actions, resources and speeches used by the popular brands can by systematized in three basic strategies: (1) fast fashion system; (2) co-branding and association with the fashion system; and (3) investment in special stores. Each basic strategy is supported by a series of complementary actions that, in interaction, promote the association of the popular brands with the Fashion culture.
publishDate 2019
dc.date.none.fl_str_mv 2019-10-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/13937
10.5965/1982615x12262019006
url https://www.revistas.udesc.br/index.php/modapalavra/article/view/13937
identifier_str_mv 10.5965/1982615x12262019006
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/13937/10660
dc.rights.driver.fl_str_mv Copyright (c) 2019 Sarah Schmithausen Schmiegelow, Richard Perassi Luiz de Sousa
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Sarah Schmithausen Schmiegelow, Richard Perassi Luiz de Sousa
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
dc.source.none.fl_str_mv ModaPalavra e-periódico; Vol. 12 No. 26 (2019): Variata; 6-36
ModaPalavra e-periódico; Vol. 12 Núm. 26 (2019): Variata; 6-36
Modapalavra e-periódico; v. 12 n. 26 (2019): Variata; 6-36
1982-615X
10.5965/1982615x12262019
reponame:ModaPalavra e-periódico
instname:Universidade do Estado de Santa Catarina (UDESC)
instacron:UDESC
instname_str Universidade do Estado de Santa Catarina (UDESC)
instacron_str UDESC
institution UDESC
reponame_str ModaPalavra e-periódico
collection ModaPalavra e-periódico
repository.name.fl_str_mv ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)
repository.mail.fl_str_mv ||modapalavra@gmail.com
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