Estratégias de marketing das empresas do mercado de luxo: um estudo do ponto de vendas de vestuário e acessórios no Brasil

• Ano de defesa: 2008
• Autor(a) principal: Sá, Ricardo Rocha Leal Gomes de
• Orientador(a): Marcondes, Reynaldo Cavalheiro
• Banca de defesa: Brito, Eliane Pereira Zamith , Strehlau, Suzane
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Administração de Empresas
• Departamento: Administração
• País: BR
• Palavras-chave em Português: luxo; ponto de vendas; estratégias de marketing; produtos de luxo
• Palavras-chave em Inglês: luxury; point of sales; marketing strategies; luxury products
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://dspace.mackenzie.br/handle/10899/23529

This dissertation aims to understand how the point of sales is included in the marketing strategies of companies that sell luxurious fashion products, through the points of view of these companies head of marketing and their shop managers. The objectives of this research were to know how executives picture their clients and segment their target markets, which marketing strategies are applied to win and retain clients and then to understand the layout of a point of sales of luxurious fashion product in Brazil. Luxury is on vogue and the scenario where this research occurs are the point of sales of these expensive, rare products and prestigious brands. The research, with its exploratory and qualitative nature, used a non-probabilistic sample comprised of four marketing managers and three shop managers. The study was complemented with a non-participative observation, carried out in the point of sales of all brands researched. For the analyses of all data it was applied tecniques of contents analyses, based on ipsis literis transcriptions of the interviewees statements, all recorded in audio and obtained after instructions were given without defined patterns. The results show similar point of views about luxury products clients and that market segmentation is done based on these clients economic power. The marketing strategies are not innovative enough, are focused in high quality, exclusive and practical products. The products distribution is selective, but all shops get at least one complete set of products of each collection. Prices are defined based on historical prices and sales expectations and communication is based on magazine advertisements, the collection book and phone calls to clients. In relation to the point of sales, it came up that one shop differentiates from another mainly due to its localization and to attending team. Another relevant conclusion taken is that the display window are used to attract clients and the interior of the shop is researched to stimulate the clients senses so they will buy more. It was noticed that the attending makes difference in the sales performance by making clients loyal and that events and fashion shows are performed in the shops by each new collection release. It was also noticed that several free services are carefully offered in the shops and possibility of paying in installments by credit and these are usual practices for most of the clients.