Perception of design as positioning in fashion segment

Detalhes bibliográficos
Autor(a) principal: Einsfeldt, Cristine
Data de Publicação: 2015
Outros Autores: Muller, Vera Denise
Tipo de documento: Artigo
Idioma: por
Título da fonte: ModaPalavra e-periódico
Texto Completo: https://www.revistas.udesc.br/index.php/modapalavra/article/view/5463
Resumo: The consumer society has undergone transformations and especially in fashion, innovation and market differentiation become decisive factors for organizations. The design can bea great ally of the companies in this context. This article aims to evaluate the perceptions of experts on the strategic positioning through design and it was developed a qualitative approach with professionals working in the areas of design, marketing and fashion. The result demonstrated the strategic importance of integrated design to marketing in management levels, as a means of achieving competitive advantages and important aid in developing strategies of segmentation and positioning. Design can promote many benefits to businesses and especially favors the understanding of needs, desires and future demands of the fashion market, which may be essential in the relationship between companies and customers, developed by marketing.
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spelling Perception of design as positioning in fashion segmentA percepção do design como posicionamento no segmento de modamarketing estratégicodesign estratégicomodastrategic marketingstrategic designfashionThe consumer society has undergone transformations and especially in fashion, innovation and market differentiation become decisive factors for organizations. The design can bea great ally of the companies in this context. This article aims to evaluate the perceptions of experts on the strategic positioning through design and it was developed a qualitative approach with professionals working in the areas of design, marketing and fashion. The result demonstrated the strategic importance of integrated design to marketing in management levels, as a means of achieving competitive advantages and important aid in developing strategies of segmentation and positioning. Design can promote many benefits to businesses and especially favors the understanding of needs, desires and future demands of the fashion market, which may be essential in the relationship between companies and customers, developed by marketing.A sociedade de consumo tem evoluído através de transformações no mercado da moda e com isso, inovação e diferenciação tornam-se fatores determinantes às organizações. O design pode ser um grande aliado das empresas nesse contexto. O presente artigo busca avaliar a percepção de especialistas sobre o posicionamento estratégico por meio do design e para isso foi desenvolvida uma pesquisa de abordagem qualitativa junto a profissionais atuantes nas áreas de design, marketing e moda. O resultado obtido demonstrou o caráter estratégico do design integrado ao marketing em níveis gerenciais, como meio de obtenção de vantagens competitivas e auxiliar importante na elaboração de estratégias de segmentação e posicionamento. O design pode promover diversos benefícios às empresas e, sobretudo, favorece a compreensão de necessidades, desejos e demandas futuras do mercado de moda, o que pode ser essencial no relacionamento entre empresas e clientes, desenvolvido pelo marketing.Universidade do Estado de Santa Catarina2015-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/546310.5965/1982615x08152015222ModaPalavra e-periódico; Vol. 8 No. 15 (2015): Dossiê Figurino e Moda; 222 - 248ModaPalavra e-periódico; Vol. 8 Núm. 15 (2015): Dossiê Figurino e Moda; 222 - 248 Modapalavra e-periódico; v. 8 n. 15 (2015): Dossiê Figurino e Moda; 222 - 2481982-615Xreponame:ModaPalavra e-periódicoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/5463/4117Copyright (c) 2014 Cristine Einsfeldt, Vera Denise Mullerhttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessEinsfeldt, CristineMuller, Vera Denise2023-03-09T12:31:05Zoai::article/5463Revistahttps://www.revistas.udesc.br/index.php/modapalavraPUBhttps://www.revistas.udesc.br/index.php/modapalavra/oai||modapalavra@gmail.com1982-615X1982-615Xopendoar:2023-03-09T12:31:05ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv Perception of design as positioning in fashion segment
A percepção do design como posicionamento no segmento de moda
title Perception of design as positioning in fashion segment
spellingShingle Perception of design as positioning in fashion segment
Einsfeldt, Cristine
marketing estratégico
design estratégico
moda
strategic marketing
strategic design
fashion
title_short Perception of design as positioning in fashion segment
title_full Perception of design as positioning in fashion segment
title_fullStr Perception of design as positioning in fashion segment
title_full_unstemmed Perception of design as positioning in fashion segment
title_sort Perception of design as positioning in fashion segment
author Einsfeldt, Cristine
author_facet Einsfeldt, Cristine
Muller, Vera Denise
author_role author
author2 Muller, Vera Denise
author2_role author
dc.contributor.author.fl_str_mv Einsfeldt, Cristine
Muller, Vera Denise
dc.subject.por.fl_str_mv marketing estratégico
design estratégico
moda
strategic marketing
strategic design
fashion
topic marketing estratégico
design estratégico
moda
strategic marketing
strategic design
fashion
description The consumer society has undergone transformations and especially in fashion, innovation and market differentiation become decisive factors for organizations. The design can bea great ally of the companies in this context. This article aims to evaluate the perceptions of experts on the strategic positioning through design and it was developed a qualitative approach with professionals working in the areas of design, marketing and fashion. The result demonstrated the strategic importance of integrated design to marketing in management levels, as a means of achieving competitive advantages and important aid in developing strategies of segmentation and positioning. Design can promote many benefits to businesses and especially favors the understanding of needs, desires and future demands of the fashion market, which may be essential in the relationship between companies and customers, developed by marketing.
publishDate 2015
dc.date.none.fl_str_mv 2015-01-01
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/5463
10.5965/1982615x08152015222
url https://www.revistas.udesc.br/index.php/modapalavra/article/view/5463
identifier_str_mv 10.5965/1982615x08152015222
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/5463/4117
dc.rights.driver.fl_str_mv Copyright (c) 2014 Cristine Einsfeldt, Vera Denise Muller
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2014 Cristine Einsfeldt, Vera Denise Muller
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. 8 No. 15 (2015): Dossiê Figurino e Moda; 222 - 248
ModaPalavra e-periódico; Vol. 8 Núm. 15 (2015): Dossiê Figurino e Moda; 222 - 248
Modapalavra e-periódico; v. 8 n. 15 (2015): Dossiê Figurino e Moda; 222 - 248
1982-615X
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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