Purpose: The purpose of this thesis is to examine diverse marketing strategies used by Western and Eastern European originated fashion brands based on H&M and Reserved cases as well as which of them are the most appealing to Polish students. Additional aspect of the diploma is to research if there are some evident differences or similarities in implementing these tactics. Method: The study implemented both qualitative and quantitative research. Data collection was based on two types of data, secondary and the primary one. The secondary data was derived from fashion marketing literature, scholar articles and fashion blogs. The primary data included a semi- structured interview with Reserved's assistant marketing manager and questionnaires provided to Polish students. Subsequently, systematic combining was applied, that can be described as nonlinear process of matching theory and reality. Conclusion: Fashion marketing tools implemented in both companies can be assessed as quite similar with no evident difference, yet they differ from each other in certain aspects. In both cases advertising and sales promotion are the most employed tactics. Both companies are seen as international ones, though H&M seems to follow more fashion oriented approach engaging in fashion shows or providing their customers with their own glossy magazine. The study also revealed that advertising activities and sales promotion seem to be the most appealing marketing techniques for the respondents. In addition social media proved to be an essential element to build a connection with consumers. However, this communication channel is often neglected or not utilized to its' full potential.

Submitted by Ricardo Cedraz Duque Moliterno (ricardo.moliterno@uefs.br) on 2016-03-22T22:51:01Z No. of bitstreams: 1 Disserta??o Helena Gabrielle vers?o final 2016 CD ok.pdf: 6539256 bytes, checksum: 4f1abc9b5632d67eb0336d36f6feb4db (MD5) / Made available in DSpace on 2016-03-22T22:51:01Z (GMT). No. of bitstreams: 1 Disserta??o Helena Gabrielle vers?o final 2016 CD ok.pdf: 6539256 bytes, checksum: 4f1abc9b5632d67eb0336d36f6feb4db (MD5) Previous issue date: 2015-09-22 / This research investigates, based on modern social dynamics, the construction of the concept of Technological Design Interactive Rio Etc blog, in order to broaden the conceptions of design as an image it projects, communicates and can be constantly reinterpreted through a perspective interdisciplinary, seeking to recognize design as design, purpose and intent, then, is beyond its instrumentality and representation of human action through a pencil and a sheet of paper. Among the goals, I try to identify through the web interface analysis, while visual image, as shown blog design Rio Etc by proposing a street fashion concept on the Internet. I seek to do so, to express how is the formation of a Technology Interactive Design; attentive to fashion's image as a mediating element between man and culture in the digital environment and point out the street-style as contemporary phenomenon in tribalisation of subjects inserted in the group that plans and produces photographic images to the blog (main content of posts Rio Etc) and portrays the street fashion as a lifestyle, and spread this idea over the internet through the blog tool. Based on this, the Comprehensive Sociology appears to support, in the Interdisciplinary methodology, the unfolding of man as a social being who participates in the cyberculture as a producer designs and puts them at the disposal of Internet users. In this qualitative research, we present an overview of images collected in Rio Etc blog over two years of research, focused on illustrative presentation of archived records in the blog since 2007 (rise of the Rio electronic diary), incorporating the text images that best could set the observed phenomena. I emphasize that the concept of street-style produced by Rio Etc does not include the capital in its territorial and economic diversity, but rather part of a cutout on the street fashion that moves specifically for the south of the city. / A pesquisa investiga, com base na din?mica social moderna, a constru??o do conceito de Desenho Tecnol?gico Interativo do blog Rio Etc, com a finalidade de ampliar as concep??es acerca do desenho enquanto imagem que transmite, comunica e pode ser constantemente ressignificado por meio de uma perspectiva Interdisciplinar, buscando reconhecer o desenho como projeto, prop?sito e intento, logo, est? para al?m da sua instrumentalidade e representa??o da a??o humana atrav?s de um l?pis e uma folha de papel. Entre os objetivos, procuro identificar atrav?s da an?lise da interface web, enquanto imagem visual, como se apresenta o desenho do blog Rio Etc ao propor um conceito de moda de rua na internet. Busco, para isso, expressar como se d? a forma??o de um Desenho Tecnol?gico Interativo; atento para a imagem de moda como elemento mediador entre o homem e a cultura no meio digital e aponto o street-style como fen?meno contempor?neo na tribaliza??o dos sujeitos inseridos no grupo que planeja e produz imagens fotogr?ficas para o blog (principal conte?dos das postagens do Rio Etc) e retrata a moda de rua como estilo de vida, al?m de difundir esta ideia atrav?s da internet por meio da ferramenta blog. Com base nisso, a Sociologia Compreensiva aparece para sustentar, na metodologia Interdisciplinar, os desdobramentos do homem enquanto ser social que participa da cibercultura como produtor de des?gnios e os coloca ? disposi??o dos internautas. Nesta pesquisa qualitativa, apresento um apanhado de imagens coletadas no blog Rio Etc ao longo de dois anos de pesquisa, centrada na apresenta??o ilustrativa de registros arquivados no blog desde o ano de 2007 (surgimento do di?rio eletr?nico carioca), incorporando ao texto imagens que melhor pudessem configurar os fen?menos observados. Destaco que o conceito de street-style produzido pelo Rio Etc n?o contempla a capital na sua diversidade territorial e econ?mica, mas sim, parte de um recorte sobre a moda de rua que transita especificamente pela Zona Sul da cidade.