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Authors
Advisor(s)
Abstract(s)
Este artigo tem como objetivo analisar como
as marcas de moda utilizaram ferramentas
de branding em sua comunicação e como
essas estratégias foram importantes recursos
durante os períodos de confinamento da pandemia, de forma a manter sua ligação com os
consumidores e/ou atrair novos clientes para
a marca. Por meio de revisão bibliográfca,
pode-se observar a influência das redes sociais
no fortalecimento do vínculo emocional do
consumidor com a marca, mesmo esta estando
com seu ponto de venda físico fechado durante
o primeiro confinamento. Assim é possível
compreender como uma comunicação bem
construída pode trazer resultados positivos e
fidelidade a uma marca de moda mesmo em
períodos de instabilidade financeira
Abstract : This article aims to analyze how fashion brands used branding tools in their communication and how these strategies were important resources during the confnement periods of the pandemic, in order to maintain their connec-tion with consumers and/or attract new customers. for the brand. Through a literature review, it is possible to observe the infuence of social networks in strengthening the emotional bond between the consumer and the brand, even though its physical point of sale was closed during the frst confnement. Thus, it is possible to understand how a well-constructed communication can bring positive results and loyalty to a fashion brand even in periods of fnancial instability
Abstract : This article aims to analyze how fashion brands used branding tools in their communication and how these strategies were important resources during the confnement periods of the pandemic, in order to maintain their connec-tion with consumers and/or attract new customers. for the brand. Through a literature review, it is possible to observe the infuence of social networks in strengthening the emotional bond between the consumer and the brand, even though its physical point of sale was closed during the frst confnement. Thus, it is possible to understand how a well-constructed communication can bring positive results and loyalty to a fashion brand even in periods of fnancial instability
Description
Keywords
Retalho de moda Branding Storytelling Comportameno do consumidor Fashion retail Consumer behavior
Citation
NEPOMUCENO, Gisele ; MOURA, Catarina ; OLIVEIRA, Fernando (2022) - As ferramentas de branding como um importante recurso para as marcas de moda durante a pandemia de Sars Covid 19. In RAPOSO, D., ed. [et al.] - Investigação e ensino em design e música. Castelo Branco : IPCB. p. 74-81. (Convergências Research Books ; vol. III).