A transformação digital no setor têxtil
: o caso da Lanidor

Ana Portugal da Cunha Leite da Silva (Student)

Student thesis: Master's Thesis

Abstract

In an increasingly digital and competitive world, digital transformation has become essential, significantly impacting various sectors, including the textile industry. This study analysed the adaptation of Lanidor, a Portuguese womenswear textile brand, to digital transformations, with the aim of answering the question: ‘How has a Portuguese, in the textile sector, adapted to digital transformations?’. The methodology adopted was mixed, combining a qualitative (interviews) and quantitative (questionnaire) approach. The analysis was based on Signalling Theory (Spence, 1973), which explains how the emission of signals can reduce information asymmetries between two parties, and the Stereotype Content Model (Fiske et al., 2002), which assesses perceptions based on the dimensions of friendliness and competence. The results confirm that Lanidor has successfully adapted to the digital transformation by adopting a digital strategy that includes the use of services such as Klarna and THE BOX, social media, newsletters and influencer marketing. This strategy has allowed the brand to strengthen its presence in the market, increase sales, establish a closer and more trusting relationship with consumers and consolidate the perception of the brand's competence. The signals transmitted by Lanidor, through the digital strategy adopted, have been well received and interpreted, while the brand is perceived as close, trustworthy and competent, which validates the application of the Theory and Model studied.