Análise das estratégias comunicacionais de grifes de luxo na Internet
Carregando...
Data
2009-08-28
Autores
Valente, Suelen Brandes Marques [UNESP]
Título da Revista
ISSN da Revista
Título de Volume
Editor
Universidade Estadual Paulista (Unesp)
Resumo
Conforme o mercado de luxo foi crescendo, inúmeros desafios surgiram diante dele, sendo a Internet um dos principais. Apesar de representar uma excelente oportunidade na construção de uma marca, a Internet é uma mídia de acesso global, cuja ampla disseminação colocaria em risco conceitos substanciais de luxo, como sua tradição, raridade e exclusividade. Nesse sentido, desde a popularização da Internet, tornou-se muito recorrente a dúvida se a mídia seria uma oportunidade ou uma ameaça para os negócios de luxo. É por isso que essa pesquisa visa compreender as mudanças estabelecidas pela Web no universo premium, identificando e avaliando os conceitos, significados e valores envolvidos na comunicação de marcas de luxo na Internet. O objetivo é compreender se esta comunicação consegue manter os valores do luxo, como exclusividade e status, e ainda, agregar novos valores. Para isso, realizou-se uma minuciosa Análise de Conteúdo dos websites de três das mais importantes grifes globais - Yves Saint Laurent, Givenchy e Dior - em parceria com as teorias da 'Sociedade de Hiperconsumo' de Lipovetsky, 'Cauda Longa' de Chris Anderson e 'Interação Mediada por Computador' de Alex Primo, cujos pensamentos, contemporâneos possibilitaram a interpretação dos dados coletados. Como o objetivo é também identificar as mudanças trazidas pela Web, a técnica encontrada foi uma análise comparativa do conteúdo dos sites com a comunicação tradicional, aqui representada por anúncios publicitários da revista Vogue América. Como resultado, a pesquisa observou que a Internet é uma excelente oportunidade para as marcas de luxo construírem relações mais próximas e personalizadas com seus consumidores e que o luxo é um setor capaz de se reinventar e assumir facetas diferentes ao longo do tempo, associando-se a determinadas posturas e práticas conforme as tendências sócio-culturais...
As the luxury market has grown, many challenges have appeared, and the Internet is one of the biggest. Althrough it represent an excellent opportunity to build a brand, the Internet is a global media access, which wide dissemination could endanger substantial concepts of luxury, as its tradition, rarity and exclusivity. Therafore, since the popularization of the Web, has become common the doubt whether the online media would be an apportunity or a threat to the business of luxury. This research seeks to understand the changes established by the Internet on the luxury universe, identifying and evaluating the concepts, meanings and values envolved in the communication of the luxury brands on the Internet. The purpose is to understand whether this communication can keep the values of luxury, as exclusivity and status, and also add new values. Thereby, was perfomed a detailed content analysis of the Website of three global brands - Yves Saint Laurent, Givenchy and Dior - in partnership with the theories of the Hyper-consumption Society by Lipovetsky, 'Long Tail' by Chris Anderson and 'Interaction Mediated by Computer' by Alex Primo, whose contemporary thoughts enabled an interpretation of collected data. Since the intend is to identify the changes brought by the Web, the appropriate technique was a comparative analysis of the content of sites with traditional communication, here represent by advertising in Vogue America magazine. As result, the research observes that the Internet in an excellent opportunity for luxury brands to build closer and personalized relations with its consumers and that luxury sector is able to reinvent itself and take on different facets over time, associating with certain attitudes and practices according to the socio-cultural tendencies. Always retains some characteristics of which the distinctive character is the most obvious... (Complete abstract click electronic access below)
As the luxury market has grown, many challenges have appeared, and the Internet is one of the biggest. Althrough it represent an excellent opportunity to build a brand, the Internet is a global media access, which wide dissemination could endanger substantial concepts of luxury, as its tradition, rarity and exclusivity. Therafore, since the popularization of the Web, has become common the doubt whether the online media would be an apportunity or a threat to the business of luxury. This research seeks to understand the changes established by the Internet on the luxury universe, identifying and evaluating the concepts, meanings and values envolved in the communication of the luxury brands on the Internet. The purpose is to understand whether this communication can keep the values of luxury, as exclusivity and status, and also add new values. Thereby, was perfomed a detailed content analysis of the Website of three global brands - Yves Saint Laurent, Givenchy and Dior - in partnership with the theories of the Hyper-consumption Society by Lipovetsky, 'Long Tail' by Chris Anderson and 'Interaction Mediated by Computer' by Alex Primo, whose contemporary thoughts enabled an interpretation of collected data. Since the intend is to identify the changes brought by the Web, the appropriate technique was a comparative analysis of the content of sites with traditional communication, here represent by advertising in Vogue America magazine. As result, the research observes that the Internet in an excellent opportunity for luxury brands to build closer and personalized relations with its consumers and that luxury sector is able to reinvent itself and take on different facets over time, associating with certain attitudes and practices according to the socio-cultural tendencies. Always retains some characteristics of which the distinctive character is the most obvious... (Complete abstract click electronic access below)
Descrição
Palavras-chave
Luxo, Internet, Moda - Consumo, Sociedade de consumo, Internet (Rede de computação) - Compras, Luxury, Internet, Hyper-consumption, Long tail, Interaction mediated by computer
Como citar
VALENTE, Suelen Brandes Marques. Análise das estratégias comunicacionais de grifes de luxo na Internet. 2009. 169 f. Dissertação (mestrado) - Universidade Estadual Paulista, Faculdade de Arquitetura, Artes e Comunicação, 2009.