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Novo luxo: a redefinição da moda de luxo na Era Digital
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Resumo(s)
A investigação tem como objetivo compreender de que forma os novos media contribuem para
a perceção do consumidor de luxo, com especial foco na preservação do carácter de
exclusividade das marcas.
A abordagem adotada é qualitativa, onde se recorreu à entrevista a consumidores do género
feminino de marcas de luxo, com o objetivo de identificar e analisar comportamentos, padrões
e tendências. As entrevistas foram realizadas a 14 consumidoras de marcas de luxo, com idades
compreendidas entre os 23 e 58 anos de idade. Desta forma, procurou-se estudar a
complexidade e subjetividade dos diferentes grupos, além de conhecer a motivação para alguns
comportamentos e atitudes. O objetivo era responder à questão de investigação sobre como a
comunicação das marcas de luxo nas redes sociais influencia a perceção do consumidor e se
permite preservar a exclusividade das marcas.
Os resultados demonstram que, por um lado, simbolizam uma oportunidade para conquistar
um público mais abrangente e reforçam a identidade da marca. Ao mesmo tempo, constitui
alguns desafios, dado que é necessário equilibrar a fácil acessibilidade das plataformas à
exclusividade e prestígio que caracteriza estas marcas. Os resultados demonstram que as redes
sociais têm um impacto significativo na comunicação das marcas de luxo, sendo que oferecem
desafios e oportunidades para comunicar a sua exclusividade. Em particular, o Instagram
destaca-se como a ferramenta privilegiada para comunicar o fator aspiracional deste segmento,
essencial para a perceção das marcas de luxo. A seleção de imagens e conteúdos de alta
qualidade, ou seja, conteúdos com estética refinada, fotografias de alta resolução e com um
design que segue uma identidade visual consistente, com cores, elementos gráficos alinhados
com a marca, foram aspetos frequentemente mencionados para garantir a sofisticação das
marcas.
No que diz respeito às estratégias utilizadas pelas marcas de moda, as que têm maior resposta
junto do consumidor incluem o storytelling e conteúdos visuais atrativos, que asseguram uma experiência imersiva nas marcas, permitindo uma maior aproximação com o público-alvo. As
entrevistadas ressaltaram que o desejo do luxo é potenciado quando a marca constrói narrativas
envolventes. Os resultados apontam para a importância que estas narrativas se adaptem às
dinâmicas digitais para manter vivos os valores inatos ao seu ADN, nomeadamente a tradição,
como forma de preservar a autenticidade da marca.
This research aims to understand how new media contribute to the consumer’s perception of luxury, with a particular focus on preserving the exclusivity of brands. The approach adopted is qualitative, involving interviews with female consumers of luxury brands in order to identify and analyze behaviors, patterns, and trends. The interviews were conducted with 14 female consumers of luxury brands, aged between 23 and 58 years. In this way, the study sought to explore the complexity and subjectivity of different groups, as well as understand the motivations behind certain behaviors and attitudes. The aim was to answer the research question regarding how luxury brands' communication on social media influences consumer perception and whether it allows for the preservation of brand exclusivity. The results show that, on the one hand, social media represent an opportunity to reach a wider audience and reinforce brand identity. At the same time, they present some challenges, as it is necessary to balance the easy accessibility of platforms with the exclusivity and prestige that characterize these brands. The findings demonstrate that social media have a significant impact on luxury brand communication, offering both challenges and opportunities to communicate their exclusivity. In particular, Instagram stands out as the preferred tool to communicate the aspirational factor of this segment, which is essential for the perception of luxury brands. The selection of high-quality images and content—i.e., refined aesthetics, high-resolution photographs, and designs that follow a consistent visual identity, with colors and graphic elements aligned with the brand—were frequently mentioned as crucial to ensure the sophistication of the brands. Regarding strategies used by fashion brands, those that receive the most positive consumer response include storytelling and visually appealing content, which ensure an immersive brand experience, allowing for a closer connection with the target audience. The interviewees highlighted that the desire for luxury is enhanced when the brand builds engaging narratives. The results emphasize the importance of adapting these narratives to digital dynamics in order to keep alive the inherent values of the brand’s DNA, particularly tradition, as a way to preserve the brand’s authenticity.
This research aims to understand how new media contribute to the consumer’s perception of luxury, with a particular focus on preserving the exclusivity of brands. The approach adopted is qualitative, involving interviews with female consumers of luxury brands in order to identify and analyze behaviors, patterns, and trends. The interviews were conducted with 14 female consumers of luxury brands, aged between 23 and 58 years. In this way, the study sought to explore the complexity and subjectivity of different groups, as well as understand the motivations behind certain behaviors and attitudes. The aim was to answer the research question regarding how luxury brands' communication on social media influences consumer perception and whether it allows for the preservation of brand exclusivity. The results show that, on the one hand, social media represent an opportunity to reach a wider audience and reinforce brand identity. At the same time, they present some challenges, as it is necessary to balance the easy accessibility of platforms with the exclusivity and prestige that characterize these brands. The findings demonstrate that social media have a significant impact on luxury brand communication, offering both challenges and opportunities to communicate their exclusivity. In particular, Instagram stands out as the preferred tool to communicate the aspirational factor of this segment, which is essential for the perception of luxury brands. The selection of high-quality images and content—i.e., refined aesthetics, high-resolution photographs, and designs that follow a consistent visual identity, with colors and graphic elements aligned with the brand—were frequently mentioned as crucial to ensure the sophistication of the brands. Regarding strategies used by fashion brands, those that receive the most positive consumer response include storytelling and visually appealing content, which ensure an immersive brand experience, allowing for a closer connection with the target audience. The interviewees highlighted that the desire for luxury is enhanced when the brand builds engaging narratives. The results emphasize the importance of adapting these narratives to digital dynamics in order to keep alive the inherent values of the brand’s DNA, particularly tradition, as a way to preserve the brand’s authenticity.
Descrição
Palavras-chave
Novo Luxo New Luxury Moda Fashion Redes Sociais Social Media Instagram Communication Comunicação Exclusivity Exclusividade