A importância estratégica da alta-costura para o branding de marcas de luxo

: o caso Dior

Abstract

Fashion is something that constitutes the day-to-day life of man in society. This complex phenomenon with major economic implications continues to gain new contours as the world is constantly changing.
This dissertation aims to identify the factors that make haute couture relevant to the branding strategy of a luxury fashion brand. In this manner, an attempt was made to answer the question "What is the strategic importance of couture for the branding of luxury brands?".
In order to answer this question, Dior was chosen as the object of analysis, thus constituting a case study. The theoretical framework elaborates and characterizes the themes of luxury, fashion, haute couture and branding, highlighting the perspective of historical evolution adopted. For the empirical work, an interpretative position was adopted, expressed in the qualitative method used. The main technique of data collection was documentary research of a vast set of videos and photographs, and the analysis corpus was later worked through a visual content analysis, revealing information that had never been used in previous studies. Analysis of the documents revealed that there is a correlation between couture and the processes of diffusion and promotion of the brand (in its various ranges, from couture to prêt-a-porter), thus influencing strategy and branding of brand.

Date of Award	18 Jan 2019
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)