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Master's Dissertation
DOI
10.11606/D.100.2013.tde-28072013-173859
Document
Author
Full name
Carolina Carpinelli Caetano
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2013
Supervisor
Committee
Held, Maria Silvia Barros de (President)
Italiano, Isabel Cristina
Mello, Regina Lara Silveira
Title in Portuguese
O cross-branding e a cocriação no âmbito do varejo de moda
Keywords in Portuguese
Cocriação
Cross-branding
Fast-fashion
Varejo de moda
Abstract in Portuguese
A presente pesquisa apresenta um estudo em torno do cross-branding, parceria entre duas ou mais marcas a fim de lançarem um produto e/ou serviço, e da cocriação de coleções no varejo de moda brasileiro. O cross-branding vem sendo bastante utilizado no mercado e é uma das ferramentas de marketing em evidência. O objetivo principal deste trabalho é identificar - a partir de uma discussão em torno do fast-fashion e da moda como resultado da expressão contemporânea - como se dá a estratégia do cross-branding, bem como suas influências no desenvolvimento de coleções. O trabalho é realizado a partir de uma revisão bibliográfica em torno da história da indústria da moda, conceitos em desenvolvimento de produtos, reflexões sobre inovação, cocriação e o varejo atual. Foi possível discutir não só como se dá o cross-branding, como também os reflexos advindos da utilização da estratégia no varejo de moda. Foram realizados estudos de casos das coleções cápsulas das lojas de departamento C&A e Riachuelo, frutos de cross-brandings com marcas e estilistas brasileiros.
Title in English
The cross-branding and co-creation in fashion retail.
Keywords in English
Co-creation.
Cross-branding
Fashion retail
Fast-fashion
Abstract in English
This research presents a study about the cross-branding, partnership between two or more brands willing to launch a product and / or service, and the co-creation of collections in brazilian fashion retail. The cross-branding has been often used in the fashion market and is one of the marketing strategies in evidence. The goal is to identify, from a discussion about fast-fashion and fashion as a result of contemporary expression, how is the strategy of cross-branding as well as their influences on the development of fashion collections. The work is done from a literature review about the history of the fashion industry, product development concepts, reflections on innovation, co-creation and nowadays retail. It was possible to discuss how the crossbranding works, as well as the reflections arising from the use of strategy in fashion retail. Case studies of capsule collections of department stores, as Riachuelo and C&A, the result of cross-brandings with Brazilian designers and brands, have been conducted.
 
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Publishing Date
2013-11-08
 
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