A complementaridade entre estratégias físicas e digitais no mundo da comunicação de moda

: estágio na Showpress

Abstract

This report reflects my six-month internship at Showpress, a communications agency specialising in fashion and lifestyle, where I was integrated as a member of the team. This period provided me with a solid foundation for my professional and personal development, allowing me to deepen essential knowledge in the field of fashion communication. Given the nature of the main services offered by Showpress - PR, Digital PR, Showroom and Event Organisation - I chose to explore a central and highly relevant theme: the complementarity between physical and digital strategies in fashion communication. In an increasingly digitalised world, in which brands compete to attract and retain customers in a highly dynamic and creative sector like fashion, it is essential to balance digital and physical approaches. This report not only presents a literature review on fashion communication, but also discusses the interdependence of these two strands in building effective strategies. Through interviews with the five members of Showpress, including the CEO, three account managers and a showroom manager, I analyse their perspectives on the complementarity between physical and digital strategies and the impact of this integration on the brands' success. Throughout this work, I endeavour to demonstrate how the two approaches not only coexist, but reinforce each other, creating a communication ecosystem that meets the demands of a demanding and mobile target audience. The aim is to offer an in-depth insight into the importance of this complementarity and how it can be implemented to maximise communication results in an industry that is constantly changing.

Date of Award	11 Nov 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Luís Teixeira (Supervisor)