Perception of design as positioning in fashion segment
DOI:
https://doi.org/10.5965/1982615x08152015222Keywords:
strategic marketing, strategic design, fashionAbstract
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.
Downloads
References
AAKER, David A. Administração estratégica do mercado. 9. ed. Porto Alegre, RS: Bookman, 2012.
BRANDINI, V. (2007). Bela de morrer, chicde doer, do corpo fabricado pela moda: o corpo como comunicação, cultura e consumo na moderna urbe. Contemporânea -Revista De Comunicação e Cultura, 5(1), 1-28.
BROEGA, Ana Cristina; MAZZOTTI, Karla. Marcas de moda: identidade, imagem, comunicação e consumo social. 5º Congresso Latino-americano de Moda, Set./2012. Cartagena da LasIndias, Colombia.
COBRA, Marcos. Marketing & moda. São Paulo, SP: SENAC São Paulo, 2007.
FRANZATO, Carlo. O processo de inovação dirigida pelo design: um modelo teórico. REDIGE,vol. 2, n.1, 2011.
INTERNATIONAL COUNCIL SOCIETIES OF INDUSTRIAL DESIGN. Disponível em:<http://www.icsid.org>. Acesso em: 23 de agosto de 2013.
KOTLER, Philip; ARMSTRONG, Gary. Princípios de marketing.9.ed. São Paulo, SP: Prentice-Hall, 2003.
KOTLER, Philip. Administração de marketing. 10.ed. São Paulo, SP: Prentice-Hall, 2002.
LIPOVETSKY, Gilles. A felicidade paradoxal: ensaio sobre a sociedade do hiperconsumo. Lisboa: Edições 70, 2010.
MALHOTRA, N. K. Pesquisa de Marketing: uma orientação aplicada. 4. ed. Porto Alegre: Bookman, 2006.
MCCRACKEN, G. (2007). Cultura e consumo: uma explicação teórica da estrutura e do movimento do significado cultural dos bens de consumo. Revista de Administração de Empresas, 7(1), 99-115.
MONTEIRO, Plínio Rafael Reis; VEIGA, Ricardo Teixeira. Personalidade e segmentação do mercado de moda: contrastes e perfil de jovens inovadores segundo o gênero. PRETEXTO, vol.10, n.1, p.69-87, jan./mar. 2009.
MOZOTA, Brigitte Borja de; KLÖPSCH, Cássia; COSTA, Filipe Campelo Xavier da Gestão do design: usando o design para construir valor de marca e inovaçãocorporativa. Porto legre: Bookman, 2011.
NETO, Alfredo José Machado; GIRALDI, Janaina de Moura Engracia. Análise do posicionamento de indústrias Calçadistas na região de franca.RAE, vol.48, nº1, p.36-47, jan-mar/2008.
PRODANOV, Cleber Cristiano; FREITAS, Ernani Cesar de. Metodologia do trabalho científico:métodos e técnicas da pesquisa e do trabalho acadêmico. Novo Hamburgo, RS: Feevale, 2009.
RECH, Sandra Regina. O gestor de design de moda: agente diferenciador no mercado globalizado. Actas de Diseño. Ano 2, vol. 3, jul/2007, Buenos Aires, Argentina.
RIES, Al; TROUT, Jack. Posicionamento: a batalha por sua mente. São Paulo: Pioneira, 2001.
VEIGA-NETO, Alípio Ramos. Um estudo comparativo de formas de segmentação demercado: uma comparação entre VALS-2 e segmentação por variáveis demográficas comestudantes universitários. Revista de Administração Contemporânea, vol. 11, nº1, Curitiba, jan-mar/2007.
ZURLO, F. Il Design del sistema prodotto. In: P. BERTOLA; E. MANZINI(eds.), Design multiverso. Milano, EdizioniPolidesign, 2004.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2014 Cristine Einsfeldt, Vera Denise Muller
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
When submitting an article for publication in ModaPalavra e-periodico, the author (s) agree (s) with the following terms:
- Authors maintain the copyright in their manuscripts and grant the journal the right of first publication, with work simultaneously licensed under the Creative Commons Attribution-NonCommercial 4.0 International, which allows sharing the work with the acknowledgment of authorship and the initial publication in the journal without payment ;
- Authors may use the same results in other publications after the first publication, provided that they indicate ModaPalavra e-journal as the original publication medium;
- Authors are authorized to take additional contracts, separately, only after the original publication in ModaPalavra e-journal, provided they indicate ModaPalavra e-journal as the original publication medium;
- Authors are allowed and encouraged to publish and distribute their work online (eg in institutional repositories or on their personal page), only after the editorial process and the first publication, provided they indicate ModaPalavra e-journal as the original publication medium;
- To indicate ModaPalavra e-journal as the original publication medium, authors should use the following text template: "This article was originally published by ModaPalavra e-periodical, under a CC BY NC license, in its volume [insert volume] number [insert number] in the year of [insert year], and can be accessed at: http://www.revistas.udesc.br/index.php/modapalavra/ ";
- The opinions expressed in the articles are the author’s sole responsibility, not necessarily reflecting the journal’s opinion. The publication of any material that is owned and held in copyright by a third party, including – but not limited to - articles, photos or drawings was previously authorized by their representatives to be published in ModaPalavra e-journal.
