As estratégias de marketing de moda internacional aplicadas ao e-commerce de luxo: relato de caso da Farfetch (2008-2016)

Abstract

The present study intends to answer the question: how the marketing strategies of luxury fashion brands can be transferred to e-commerce. The study is motivated by the relevance of luxury fashion to the social expression of its consumers and by its expressive contribution in the commerce of fashion and the luxury market. For this, the study is divided into three chapters that seek to develop the three specific objectives proposed. In order to be able to analyze the proposed theme, were used bibliographic, quantitative, qualitative and descriptive methodologies, as well as the case report tool. The first chapter examines the way in which marketing strategies are operated in the fashion market, applying classic marketing concepts in the analysis of strategies used in the fashion market. Therefore, the second chapter deals with the structure and functioning of the international luxury fashion market and how it has developed until it reaches the current structure. Finally, the third chapter aims to identify and understand how the strategies used in the fashion market are applied to luxury fashion e-commerce, seeking confirmation or not of the possibility of transferring the experience of physical stores to the virtual environment. To better understand the use of strategies in virtual environment, the case report of the multi-brand retailer of luxury Farfetch is used. In conclusion, the present study confirms the possibility of transferring and applying the fashion marketing strategies used by luxury fashion brands in physical stores, in e-commerce, however, they need adaptations and even, exclusion of some stages of the process.