Market segmentation proposal based on Fashion consumption endorsed by digital influencers

Market segmentation consists of defining sociodemographic and consumption attributes of potential customers of a company/brand. These elements will guide product development and marketing actions. Considering the scope of the Fashion industry, such segmentations are strictly necessary as organizatio...

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Detalhes bibliográficos
Autores: Dantas, Ítalo José de Medeiros, Freire, Aline Gabriel, Solino, Lívia Juliana Silva, Curth, Marcelo
Formato: artículo
Estado:Versión publicada
Fecha de publicación:2023
País:Brasil
Recursos:Universidade do Estado de Santa Catarina (UDESC)
Repositorio:ModaPalavra e-periódico
Idioma:portugués
OAI Identifier:oai::article/23373
Acesso em linha:https://www.revistas.udesc.br/index.php/modapalavra/article/view/23373
Access Level:acceso abierto
Palavra-chave:perfis de consumo
marketing
consumo de moda
perfiles de consumo
consumption profiles
fashion consumption
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oai_identifier_str oai::article/23373
network_acronym_str BR
network_name_str Brasil
repository_id_str
dc.title.none.fl_str_mv Market segmentation proposal based on Fashion consumption endorsed by digital influencers
Propuesta de segmentación de mercado basada en el consumo de Moda avalada por influenciadores digitales
Proposta de segmentação de mercado com base no consumo de Moda endossado por influenciadores digitais
title Market segmentation proposal based on Fashion consumption endorsed by digital influencers
spellingShingle Market segmentation proposal based on Fashion consumption endorsed by digital influencers
Dantas, Ítalo José de Medeiros
perfis de consumo
marketing
consumo de moda
perfiles de consumo
marketing
consumo de moda
consumption profiles
marketing
fashion consumption
title_short Market segmentation proposal based on Fashion consumption endorsed by digital influencers
title_full Market segmentation proposal based on Fashion consumption endorsed by digital influencers
title_fullStr Market segmentation proposal based on Fashion consumption endorsed by digital influencers
title_full_unstemmed Market segmentation proposal based on Fashion consumption endorsed by digital influencers
title_sort Market segmentation proposal based on Fashion consumption endorsed by digital influencers
dc.creator.none.fl_str_mv Dantas, Ítalo José de Medeiros
Freire, Aline Gabriel
Solino, Lívia Juliana Silva
Curth, Marcelo
author Dantas, Ítalo José de Medeiros
author_facet Dantas, Ítalo José de Medeiros
Freire, Aline Gabriel
Solino, Lívia Juliana Silva
Curth, Marcelo
author_role author
author2 Freire, Aline Gabriel
Solino, Lívia Juliana Silva
Curth, Marcelo
author2_role author
author
author
dc.subject.por.fl_str_mv perfis de consumo
marketing
consumo de moda
perfiles de consumo
marketing
consumo de moda
consumption profiles
marketing
fashion consumption
topic perfis de consumo
marketing
consumo de moda
perfiles de consumo
marketing
consumo de moda
consumption profiles
marketing
fashion consumption
description Market segmentation consists of defining sociodemographic and consumption attributes of potential customers of a company/brand. These elements will guide product development and marketing actions. Considering the scope of the Fashion industry, such segmentations are strictly necessary as organizations manage to devise strategies and deliver quality products and experiences. In this context, one of the contemporary strategies is using digital influencers (DI) to generate value for the customer. Such endorsements can be explained from four dimensions: reliability, experience, style/attractiveness, and parasocial relationship. Thus, this paper aims to propose a segmentation based on these dimensions and how they intersect with the purchase intention endorsed by DI. With that, 103 individuals were questioned, and the k-means clustering technique was used to generate consumption groups. It was possible to perceive three groups, called: “sweet and sassy,” “perfect rhythm,” and “involving,” with low, medium, and high purchase intention, respectively.
publishDate 2023
dc.date.none.fl_str_mv 2023-09-06
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/23373
10.5965/1982615x16392023e0009
url https://www.revistas.udesc.br/index.php/modapalavra/article/view/23373
identifier_str_mv 10.5965/1982615x16392023e0009
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/23373/15973
https://www.revistas.udesc.br/index.php/modapalavra/article/view/23373/15974
https://www.revistas.udesc.br/index.php/modapalavra/article/view/23373/15975
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/epub+zip
text/html
dc.publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
dc.source.none.fl_str_mv ModaPalavra e-periódico; Vol. 16 No. 39 (2023): Variata; 1-28
ModaPalavra e-periódico; Vol. 16 Núm. 39 (2023): Variata; 1-28
Modapalavra e-periódico; v. 16 n. 39 (2023): Variata; 1-28
1982-615X
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reponame_str ModaPalavra e-periódico
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spelling Market segmentation proposal based on Fashion consumption endorsed by digital influencers Propuesta de segmentación de mercado basada en el consumo de Moda avalada por influenciadores digitalesProposta de segmentação de mercado com base no consumo de Moda endossado por influenciadores digitaisperfis de consumomarketingconsumo de modaperfiles de consumomarketingconsumo de modaconsumption profilesmarketingfashion consumptionMarket segmentation consists of defining sociodemographic and consumption attributes of potential customers of a company/brand. These elements will guide product development and marketing actions. Considering the scope of the Fashion industry, such segmentations are strictly necessary as organizations manage to devise strategies and deliver quality products and experiences. In this context, one of the contemporary strategies is using digital influencers (DI) to generate value for the customer. Such endorsements can be explained from four dimensions: reliability, experience, style/attractiveness, and parasocial relationship. Thus, this paper aims to propose a segmentation based on these dimensions and how they intersect with the purchase intention endorsed by DI. With that, 103 individuals were questioned, and the k-means clustering technique was used to generate consumption groups. It was possible to perceive three groups, called: “sweet and sassy,” “perfect rhythm,” and “involving,” with low, medium, and high purchase intention, respectively.La segmentación del mercado consiste en definir los atributos sociodemográficos y de consumo de los clientes potenciales de una empresa/marca. Estos elementos guiarán el desarrollo del producto y las acciones de marketing. Pensando en el alcance de la industria de la Moda, tales segmentaciones son estrictamente necesarias, ya que las organizaciones logran diseñar estrategias y entregar productos y experiencias de calidad. En este contexto, una de las estrategias contemporáneas es el uso de influencers digitales (ID) para generar valor para el cliente. Dichos respaldos pueden explicarse desde cuatro dimensiones: confiabilidad, experiencia, estilo/atractivo y relación parasocial. Así, este artículo pretende proponer una segmentación en base a estas dimensiones y cómo se cruzan con la intención de compra avalada por los ID. Con ello, se interrogó a 103 individuos y se utilizó la técnica de clustering k-means, con el fin de generar grupos de consumo. Fue posible percibir tres grupos, denominados: “dulce y maltratado”, “ritmo perfecto” y “envolvente”, con intención de compra baja, media y alta, respectivamente.A segmentação de mercado consiste na definição de atributos sociodemográficos e de consumo de potenciais clientes de uma empresa/marca. Estes elementos irão orientar as ações de desenvolvimento de produto e marketing. Pensando no alcance da indústria da Moda, tais segmentações fazem-se estritamente necessárias, à medida que as organizações conseguem traçar estratégias e entregar produtos e experiências com qualidade. Nesse contexto, uma das estratégias contemporâneas é a utilização de influenciadores digitais (ID) para gerar valor para o cliente. Tais endossos podem ser explicados a partir de quatro dimensões: confiabilidade, experiência, estilo/atratividade e relação parassocial. Assim, este artigo tem como objetivo propor uma segmentação com base nestas dimensões e como elas se intersectam com a intenção de compra endossado por ID. Com isso, questionou-se 103 indivíduos e empregou-se a técnica de clusterização por k-means, de modo a gerar os grupos de consumo. Foi possível perceber três grupos, denominados de: “meiga e abusada”, “ritmo perfeito” e “envolvente”, com baixa, média e alta intenção de compra, respectivamente.Universidade do Estado de Santa Catarina2023-09-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/epub+ziptext/htmlhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/2337310.5965/1982615x16392023e0009ModaPalavra e-periódico; Vol. 16 No. 39 (2023): Variata; 1-28ModaPalavra e-periódico; Vol. 16 Núm. 39 (2023): Variata; 1-28 Modapalavra e-periódico; v. 16 n. 39 (2023): Variata; 1-281982-615X10.5965/1982615x16392023e0000reponame:ModaPalavra e-periódicoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/23373/15973https://www.revistas.udesc.br/index.php/modapalavra/article/view/23373/15974https://www.revistas.udesc.br/index.php/modapalavra/article/view/23373/15975Copyright (c) 2023 Ítalo José de Medeiros Dantas, Aline Gabriel Freire, Lívia Juliana Silva Solino, Marcelo Curthinfo:eu-repo/semantics/openAccessDantas, Ítalo José de MedeirosFreire, Aline GabrielSolino, Lívia Juliana SilvaCurth, Marcelo2025-06-04T17:03:22Zoai::article/23373Revistahttps://www.revistas.udesc.br/index.php/modapalavraPUBhttps://www.revistas.udesc.br/index.php/modapalavra/oai||modapalavra@gmail.com1982-615X1982-615Xopendoar:2025-06-04T17:03:22ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)false
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