Espaços de moda geográficos, físicos e virtuais

Sendo uma obra coletiva com contributos diversificados, este livro destina-se a empreendedores, gestores e profissionais do mundo da moda. Uma das dimensões mais visíveis e importantes deste negócio é o tempo, cujo ritmo se gere a partir da sucessão contínua de coleções e propostas. A dimensão espacial do universo da moda assume, neste sentido, um relevo particular, uma vez que é nos espaços físicos e geográficos que se apresentam ao mercado as coleções, as propostas e as grandes inovações. Na conceção de um negócio desta natureza há espaços distintos que são considerados pelo empresário ou gestor e, a partir daí, decorrem decisões fundamentais sobre a sua localização em determinadas zonas geográficas, a criação de conceitos, de layouts de lojas e de sites, bem como formas de estar nas redes sociais. Este livro recolhe, assim, algumas reflexões sobre espaços de moda físicos e geográficos, ilustrando as tendências atuais de um negócio sempre em franca expansão.

As a collective work with diverse and varied contributions, this book is aimed at all those who work in and study the Fashion industry.One of the most visible and important dimensions of this industry is time, whose rhythm is managed through a continuous succession of collections and proposals. The spatial dimension is also particularly relevant, since the proposals of the fashion market are presented within geographical and virtual spaces.Within the Fashion industry there are distinct spaces that are considered by the entrepreneur or manager and – based on this reflection – fundamental decisions are then taken about locations within given geographical zones, the creation of new concepts and the layouts of stores, as well as social media visibility.Finally, the increasingly frequent presence of antennae that are either integrated or in contact with items of clothing brings our attention to the human body as the most important space of fashion and the need for its protection.This book thus gathers together some reflections on geographical, physical and virtual spaces in Fashion, illustrating current trends and seeking to contribute to innovation in fashion business. ISABEL CANTISTA is graduated in Law from the University of Coimbra (Portugal)and has a PhD in Management from the University of Sheffield (UK).For more than a decade she was involved at management level with Grupo Sonae, in the areas of Human Resources and Marketing. She has been teaching in Higher Education since 1987 and she is currently an Associate Lecturer at Universidade Lusíada do Porto and Guest Lecturer at AESE Business School.As Founder and CEO of the company FFI – Fast Forward Innovation, she seeks to promote innovation through the convergence between the academic and business world. Within this scope, since 2008 she has organised the Global Fashion Conference, which offers a multidisciplinary approach to Fashion, bringing together researchers and entrepreneurs from around the world. The conference is held bi-annually at a university with a research centre in the area of Fashion. To date, this congress has had five editions – Florence, Porto, Madrid, Ghent and Stockholm.Isabel Cantista is frequently invited to speak at conferences on the themes of marketing and innovation. She is Coordinating Editor and Author of Fashion in a Global World (2011) and Author of Casos Europeus de Mar Marketing (2nd edition in 2014).

As a collective work with diverse and varied contributions, this book is aimed at all those who work in and study the Fashion industry. One of the most visible and important dimensions of this industry is time, whose rhythm is managed through a continuous succession of collections and proposals. The spatial dimension is also particularly relevant, since the proposals of the fashion market are presented within geographical and virtual spaces. Within the Fashion industry there are distinct spaces that are considered by the entrepreneur or manager and – based on this reflection – fundamental decisions are then taken about locations within given geographical zones, the creation of new concepts and the layouts of stores, as well as social media visibility. Finally, the increasingly frequent presence of antennae that are either integrated or in contact with items of clothing brings our attention to the human body as the most important space of fashion and the need for its protection. This book thus gathers together some reflections on geographical, physical and virtual spaces in Fashion, illustrating current trends and seeking to contribute to innovation in fashion business. ISABEL CANTISTA is graduated in Law from the University of Coimbra (Portugal)and has a PhD in Management from the University of Sheffield (UK). For more than a decade she was involved at management level with Grupo Sonae, in the areas of Human Resources and Marketing. She has been teaching in Higher Education since 1987 and she is currently an Associate Lecturer at Universidade Lusíada do Porto and Guest Lecturer at AESE Business School. As Founder and CEO of the company FFI – Fast Forward Innovation, she seeks to promote innovation through the convergence between the academic and business world. Within this scope, since 2008 she has organised the Global Fashion Conference, which offers a multidisciplinary approach to Fashion, bringing together researchers and entrepreneurs from around the world. The conference is held bi-annually at a university with a research centre in the area of Fashion. To date, this congress has had five editions – Florence, Porto, Madrid, Ghent and Stockholm. Isabel Cantista is frequently invited to speak at conferences on the themes of marketing and innovation. She is Coordinating Editor and Author of Fashion in a Global World (2011) and Author of Casos Europeus de Mar Marketing (2nd edition in 2014). VER POR DENTRO Ver página inteira

Escrito numa linguagem acessível e objetiva, este manual pode ser usado em cursos de pós-graduação ou formação executiva em marketing internacional, mas também por empresários, gestores e público em geral que procurem ampliar os seus conhecimentos nesta área e estar a par dos desenvolvimentos mais recentes no campo do marketing e internacionalização. O manual foi pensado tendo em vista o desenvolvimento de programas de marketing globais eficazes e orientados para a ação. O valor da abordagem usada reside em oferecer ao leitor um quadro analítico orientado para as decisões e para o desenvolvimento e implementação de programas globais de marketing, através da exposição, análise e avaliação dos referenciais teóricos mais relevantes e das decisões práticas relacionadas com o processo de internacionalização das empresas.VER POR DENTRO Ver página inteira