TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE CO-BRANDING BETWEEN FAST FASHION RETAILS AND RENOWNED DESIGNERS IN THE VISION OF FASHION BLOGS | ||||||||||||
| Autor(es): |
LUCIANA CHALITA |
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| Colaborador(es): |
PAULA CRISTINA DA CUNHA GOMES - Orientador |
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| Catalogação: | 05/JUL/2016 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=26765@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=26765@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.26765 | ||||||||||||
| Resumo: | |||||||||||||
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A tool that has been widely used by fast fashion retails to bring new products to consumers and circumvent the strong competition in the marker are the alliances with established designers. This study aims to analyze the impact of two actions of co-branding between the retail C&A and designers trough the vision of a specific audience. Therefore, a research on the internet monitoring posts and comments of fifteen fashion blogs about the partnerships. Among the results achieved with the adoption of this strategy stand out the access to new audiences, market differentiation, added value brand and confusion in consumer s mind.
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