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Plano de Marketing para a marca de Slow Fashion Aroanne
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Orientador(es)
Resumo(s)
O presente projeto é um caso prático para a elaboração de um plano de marketing para a marca Aroanne – uma marca de slow fashion portuguesa, que surge na oportunidade de explorar um modelo de negócio sustentável, dada a ausência de uma marca portuguesa de slow fashion de referência nacional, que alie uma produção ética e sustentável à estética de designs jovens, modernos e versáteis, perante o contexto em que a sustentabilidade e a responsabilidade social estão a tornar-se cada vez mais importantes para consumidores e investidores (Amed, Balchandani, Berg, Hedrich, Jensen & Rölkens, 2020). Assim, este projeto apresenta uma abordagem teórica e prática sobre a estrutura de um plano de marketing, essencialmente focado no objetivo de impulsionar a notoriedade e as vendas. Para sustentar as decisões estratégicas, recorreu-se ao método qualitativo, cuja recolha de dados assentou na análise temática de um focus group e em relatórios e estudos já existentes.
This project is a practical case for the elaboration of a marketing plan for the Aroanne brand – a portuguese slow fashion brand, which arises from the opportunity to explore a sustainable business model, given the absence of a portuguese slow fashion brand of national reference, which combines ethical and sustainable production with the aesthetics of young, modern and versatile designs, in the context in which sustainability and social responsibility are becoming increasingly important for consumers and investors (Amed, Balchandani, Berg, Hedrich, Jensen & Rölkens, 2020). Thus, this project presents a theoretical and practical approach to the structure of a marketing plan, essentially focused on the objective of boosting awareness and sales. To support the strategic decisions, the qualitative method was used, whose data collection was based on thematic analysis of a focus group and on existing reports and studies.
This project is a practical case for the elaboration of a marketing plan for the Aroanne brand – a portuguese slow fashion brand, which arises from the opportunity to explore a sustainable business model, given the absence of a portuguese slow fashion brand of national reference, which combines ethical and sustainable production with the aesthetics of young, modern and versatile designs, in the context in which sustainability and social responsibility are becoming increasingly important for consumers and investors (Amed, Balchandani, Berg, Hedrich, Jensen & Rölkens, 2020). Thus, this project presents a theoretical and practical approach to the structure of a marketing plan, essentially focused on the objective of boosting awareness and sales. To support the strategic decisions, the qualitative method was used, whose data collection was based on thematic analysis of a focus group and on existing reports and studies.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Plano de Marketing Moda Sustentável Moda Made-to-Order Slow Fashion Marketing Plan Sustainable Fashion Made-to-Order Fashion
Contexto Educativo
Citação
Araújo, Joana Filipa Guimarães (2021). “Plano de Marketing para a marca de Slow Fashion Aroanne”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão