[pt] Nas últimas décadas, o ambiente de negócios vem passando por diversas transformações, influenciado pelas consequências da globalização, evolução dos meios digitais, impactos sobre o meio ambiente, entre outros aspectos. Esse cenário impõe desafios significativos para as companhias, como, por exemplo, a ascensão das chamadas Lifestyle Brands (LSB), marcas que constroem conexões profundas com seus usuários por meio de propósitos, valores e princípios, muitas vezes ligados a questões ESG (Environmental, Social and Governance). Como estratégia de crescimento e de defesa, diversas companhias de grande porte vêm adquirindo Lifestyle Brands em diferentes segmentos de produtos e serviços, o que gera desafios e oportunidades, do ponto de vista de gestão de marketing, para as empresas, assim como para as novas marcas. O presente estudo buscou identificar e explorar essas questões, bem como apontar contribuições gerenciais para as empresas e as marcas, a partir de entrevistas em profundidade com um painel de especialistas formado por profissionais de marketing que atuaram na gestão de Lifestyle Brands durante o período de transição das marcas para a nova companhia. Por meio das entrevistas, foi possível pontuar e analisar os principais desafios enfrentados, que passam, principalmente, pelos potenciais impactos na autenticidade da marca; pelos riscos associados às priorizações internas feitas pela nova empresa; pelas tensões geradas entre decisões de curto e longo prazo; e pelos possíveis diferentes modelos de negócio entre a marca e a companhia. Quanto às oportunidades, destacaram-se os potenciais aprendizados e influências das Lifestyle Brands sobre as demais marcas da companhia; e as sinergias e expansões que a nova empresa pode proporcionar para a Lifestyle Brand adquirida. / [en] In the last decades, the business environment has been undergoing several transformations, influenced by the consequences of globalization, the evolution of digital media, the impacts on the environment, among other aspects. This scenario imposes significant challenges for the companies, such as the rise of the so-called Lifestyle Brands, brands that build deep connections with their users through purposes, values and principles, often linked to ESG factors (Environmental, Social and Governance). As a growth and defense strategy, several large companies have been acquiring Lifestyle Brands in different segments of products and services, which creates challenges and opportunities, from a marketing management point of view, for companies, as well as for the new brands. The present study sought to identify and explore these issues, as well as pointing out managerial contributions to companies and brands, based on in-depth interviews with a panel of experts formed by marketing professionals who worked in the management of Lifestyle Brands during the transition period of the brands to the new company. Through the interviews, it was possible to point out and analyze the main challenges faced, which include, mainly, the potential impacts on the authenticity of the brand; the risks associated with the internal prioritizations made by the new company; the tensions generated between short-term and long-term decisions; and the possible different business models between the brand and the company. Regarding the opportunities, the highlights were the potential learning and influences of Lifestyle Brands on other company brands; and the synergies and expansions that the new company can provide for the acquired Lifestyle Brand.

There has been an increase of the consumption rate and consumers are buying garments that they dispose in too early of a stage of the product lifecycle. This has caused an increase regarding landfill of waste. The aspect of implementing environmental oriented material science and garment technology has not been taken into consideration in the design process, something that quickly became an issue when the consumption rate increased. Therefore it is essential to rethink and restructure the business models applied today. The implementation of a circular economy, which focuses on giving textiles and garments a second life and basing production on used fibres whilst not harming the natural resources in the process, is a good start of the long journey to recovery which lies ahead. Both fast fashion companies and premium lifestyle brands are nowadays applying and integrating new business models into their daily operations, Tommy Hilfiger is an example of such a company. Purpose: The purpose of this thesis is to explore the relationship between material science, garment technology and the concept of circular economies from a premium lifestyle brand perspective The researcher will explore how material science and garment technology can prevent faulty items and short product lifecycles. Furthermore, the researcher will investigate how a company develops underwear collections with regards to material science, garment technology, and the concept of circular economies. The company Tommy Hilfiger will be implemented as an exponent throughout this report. Research questions: • What is the relationship between material science, garment technology, and the concept of circular economies? • What does a premium lifestyle brand take into consideration regarding the concept of circular economies when developing a collection of underwear? Methodology: This thesis was conducted by applying a qualitative method and by implementing a deductive approach. The gathering of secondary data was done through assembling suitable concepts and theories. The researcher collected the primary data through a participating observation and four qualitative interviews. The participating observation corresponded of an internship at the European headquarters of Tommy Hilfiger in Amsterdam, Netherlands. The researcher executed the interviews via email with key people within the departments of Design, Production, Central Sourcing and Production, and Corporate Responsibility. Conclusion: Material science and garment technology are correlated given that the choice of material and manufacturing technique utilized in production determines the durability and sustainability level of the fabric output. Therefore the two concepts are further correlated to the product aspect, which can enable a closed textile value chain loop, of a circular economy based business model. A premium lifestyle brand takes the aspects of design out waste, build resilience through diversity, work towards using energy from renewable sources, and think in consecutive processes into consideration regarding the concept of circular economies when developing a collection of underwear.