Market segmentation proposal based on Fashion consumption endorsed by digital influencers

Authors

DOI:

https://doi.org/10.5965/1982615x16392023e0009

Keywords:

consumption profiles, marketing, fashion consumption

Abstract

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.

Downloads

Download data is not yet available.

Author Biographies

Ítalo José de Medeiros Dantas, Instituto Federal do Rio Grande do Norte

Master in Design by UFCG, Specialist in Communication, Semiotics and Visual Languages ​​by UBC and Fashion Designer by IFRN. He was a adjunct professor in the area of ​​management processes and quality control in the clothing industry at the Federal Institute of Education, Science and Technology of Rio Grande - Campus Caicó.

Aline Gabriel Freire, Instituto Federal do Rio Grande do Norte

Adjunct professor in the area of ​​management processes and quality control in the clothing industry at the Federal Institute of Education, Science and Technology of Rio Grande – Campus Caicó. Master and Bachelor in Textile Engineering from UFRN. Specialization in Fashion Design and Engineering and Occupational Safety.

Lívia Juliana Silva Solino, Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande do Norte

Professor in the area of ​​Fashion and Clothing Production at the Federal Institute of Education, Science and Technology of Rio Grande – Campus Caicó. Master in Production Engineering from UFRN and Fashion Designer from UFC. Member of the Textile, Clothing and Fashion Research Center, with expertise in product development.

Marcelo Curth, Feevale University

Professor of the graduate program in Cultural Processes and Manifestations at Feevale University, Professor at undergraduate and graduate levels of disciplines on Management and Entrepreneurship in Health and Sports. He holds a PhD in Business Administration from the University of Vale do Rio dos Sinos (UNISINOS), a Master's in Business Administration from the Catholic University of Rio Grande do Sul (PUC-RS), a Post-Graduate Degree in Business Administration and Marketing from Gama Filho University, a Post-Graduate in Education from Faculdade (SENAC-RS) and post-graduating in Mentoring Teacher Education (University of Tampere - Finland), graduation in Sports Sciences from Universidade Luterana do Brasil (ULBRA) and graduating in Business Administration from UNISINOS. Course coordinator at postgraduate level (Lato Sensu), of innovation projects with development agencies and management of programs and sports and extension projects.

References

BERNARD, E. Anitta no metaverso? Cantora em games e outras lições sobre Marketing Digital. RockContent, 22 jul. 2022.

BORGES, C. N. A nova comunicação e o advento dos digital influencers: pesquisa realizada sobre blogueiras de moda. In: XVIII Congresso de Ciências da Comunicação na Região Centro-Oeste, Goiânia, 2016. Anais... Intercom, 2016.

CALIXTA, M.; AFONSO, T.; LOCATELLI, R. L. Segmentação de Mercado, Diferenciação de Produtos e a Perspectiva da Antropologia do Consumo. Revista Gestão e Tecnologia, v. 11, n. 1, p. 106-122, 2011.

CARRASQUILLA, T. Obra Completa: Tomás Carrasquilla. Medellín. Editorial Universidad de Antioquia, 2008.

CARVALHO, G. J. Redes sociais e influenciadores digitais - Uma descrição das influências no comportamento de consumo digital. Revista Brasileira de Pesquisa de Marketing, Opinião e Mídia, v. 11, n. 3, p. 288-299, 2018.

CLAUDINO, A. L. Turismo fashion. 2020. 29f. Trabalho de Conclusão de Curso (Graduação em Turismo) – UFRN. Natal, 2020.

COUTINHO, L. G. G. Música e identidade de marca: uma análise de conteúdo sobre a atuação da marca Farm no Spotify. 2019. 90 f., il. Trabalho de Conclusão de Curso (Bacharelado em Comunicação Social) — Universidade de Brasília, Brasília, 2019.

CUENCA-PIQUERAS, C.; GONZÁLEZ-MORENO, M. J.; CHECA-OLMOS, J. C. ¿Empoderadas u objetivadas? Análisis de las ciberfeminidades en las influencers de moda. Investigaciones Feministas, v. 12, n. 1, p. 19–30, 2021.

DORIA, P. Consideraciones sobre moda, estilo y tendencias. Cuaderno del Centro de Estudios en Diseño y Comunicación, v. 42, p. 101-106, 2012.

FREITAS, E.; ARAÚJO, D.; COVALESKI, R. O Videoclipe como uma Estratégia de Marketing Digital: Uma Análise Sobre o Projeto Checkmate da Cantora Anitta. In: Congresso Brasileiro de Ciências da Comunicação, 43., 2020. Anais... Intercom, 2020.

FRINGS, G. S. Moda: Do Conceito ao Consumidor. Porto Alegre: Bookman Editora, 2012.

GIL, A. C. Métodos e Técnicas de Pesquisa Social. 6. ed. São Paulo: Editora Atlas, 2008.

HAIR, J. F. et al. Multivariate Data Analysis. 7. ed. New York: Pearson, 2009.

HORTON, D.; WOHL, R. R. Mass Communication and Para-Social Interaction: Observations on Intimacy at a Distance. Psychiatry: Interpersonal and Biological Processes, v. 19, n. 3, p. 215-229, 1956.

KANG, J.; NAMJUNG, Y. The information quality and source credibility matter in customers’ evaluation toward food O2O commerce. International Journal of Hospitality Management, v. 78, p. 189-198, 2019.

KODINARIYA, T. M.; MAKWANA, P. R. Review on determining number of Cluster in K-Means Clustering. International Journal of Advance Research in Computer Science and Management Studies, v. 1, n. 6, p. 90-95, 2013.

KOTLER, P. Administração de Marketing: A edição do novo milênio. 10. ed. São Paulo: Prentice Hall, 2000.

KUSWANDI, D. et al. K-Means Clustering of Student Perceptions on Project-Based Learning Model Application. In: International Conference on Education and Technology, 4., 2018. Anais... IEEE, 2018. p. 9-12.

LIPOVETSKY, G. O Império Efêmero: A Moda e Seu Destino nas Sociedades Modernas. São Paulo: Companhia das Letras, 2009.

MARIANO, A. M. Tornando-se um Digital Influencer: Um Estudo dos Fatores que Influem em sua Concepção. In: XXVI Congresso Internacional AEDEM, 2017. Anais… 2017.

MARTÍNEZ-SANZ, R.; FERNÁNDEZ, C. G. Comunicación de Marca en Instagram, ¿Una Cuestión de Género? El Rol del Influencer de Moda. Masculinidades y cambio social, v. 7, n. 3, p. 230-254, 2018.

MEDEIROS, C. R. W. Uso das culturas e ressignificação das “identidades” na região do Seridó Norte-rio-grandense. 2012. 125f. Dissertação (Mestrado em História). Universidade Federal de Campina Grande. Campina Grande, 2012.

MIRANDA, A. P. Consumo de Moda: A Relação Pessoa-Objeto. São Paulo: Estação das Letras e Cores, 2008.

MOURA, L. L. Moda como expressão de identidade no mundo contemporâneo. 2018. 97 f. Dissertação (Mestrado em Psicologia Social) - Universidade Federal de Sergipe. São Cristóvão, 2018.

O GLOBO. Coreografia de Anitta viraliza, e ‘Envolver’ se torna 30ª música mais ouvida no mundo. O Globo, [s. l.], 14 mar. 2022.

POLLINI, D. Breve História da Moda. São Paulo: Editora Claridade, 2018.

RECH, S. R. Moda: Por Um Fio de Qualidade. Florianópolis: Udesc, 2002.

ROCHA, K. R.; BACELAR JÚNIOR, A. J. Anova medidas repetidas e seus pressupostos: análise passo a passo de um experimento. Perspectivas da Ciência e Tecnologia, v. 10, p. 29-51, 2018.

SANTOS, A. et al. Survey. In: SANTOS, A. Seleção do método de pesquisa: guia para pós-graduando em design e áreas afins. Curitiba: Insight, 2018. p. 177-198.

SILVA, A. S.; COSTA, M. F. Appearances can (not) be deceiving purchase of hotel services endorsed by Instagram digital influencers. Brazilian Journal of Marketing, v. 20, n. 1, p. 52-77, 2021.

SIMMEL, G. Filosofia da moda. Lisboa: Edições Texto & Grafia Ltda., 2014.

SINAGA, K. P.; YANG, M. Unsupervised K-Means Clustering Algorithm. IEEE Access, v. 8, p. 80716-80727, 2020.

SOUZA, L. L. F. et al. Reflexões sobre o Consumo em Redes Digitais: um Ensaio Acerca das Interações entre Redes Sociais, Digital Influencers e Usuários. Teoria e Prática em Administração, [S. l.], v. 11, n. 1, p. 93–105, 2020.

TOMANARI, S. A. A. Segmentação de mercado com enfoque em valores e estilo de vida (segmentação psicográfica): um estudo exploratório. 478 f. 2003. Dissertação (Mestrado em Ciências da Comunicação) - Universidade de São Paulo. São Paulo, 2003.

VRIES, D. A. et al. Adolescents’ social network site use, peer appearance-related feedback, and body dissatisfaction: Testing a mediation model. Journal of youth and adolescence, v. 45, n. 1, p. 211-224, 2016.

Downloads

Published

2023-09-06

How to Cite

DANTAS, Ítalo José de Medeiros; FREIRE, Aline Gabriel; SOLINO, Lívia Juliana Silva; CURTH, Marcelo. Market segmentation proposal based on Fashion consumption endorsed by digital influencers . ModaPalavra e-periódico, Florianópolis, v. 16, n. 39, p. 1–28, 2023. DOI: 10.5965/1982615x16392023e0009. Disponível em: https://revistas.udesc.br/index.php/modapalavra/article/view/23373. Acesso em: 22 nov. 2024.

Issue

Vol. 16 No. 39 (2023): Variata

Section

Variata

License

Copyright (c) 2023 Ítalo José de Medeiros Dantas, Aline Gabriel Freire, Lívia Juliana Silva Solino, Marcelo Curth

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

When submitting an article for publication in ModaPalavra e-periodico, the author (s) agree (s) with the following terms:

  1. Authors maintain the copyright in their manuscripts and grant the journal the right of first publication, with work simultaneously licensed under the Creative Commons Attribution-NonCommercial 4.0 International, which allows sharing the work with the acknowledgment of authorship and the initial publication in the journal without payment ;
  2. Authors may use the same results in other publications after the first publication, provided that they indicate ModaPalavra e-journal as the original publication medium;
  3. Authors are authorized to take additional contracts, separately, only after the original publication in ModaPalavra e-journal, provided they indicate ModaPalavra e-journal as the original publication medium;
  4. Authors are allowed and encouraged to publish and distribute their work online (eg in institutional repositories or on their personal page), only after the editorial process and the first publication, provided they indicate ModaPalavra e-journal as the original publication medium;
  5. To indicate ModaPalavra e-journal as the original publication medium, authors should use the following text template: "This article was originally published by ModaPalavra e-periodical, under a CC BY NC license, in its volume [insert volume] number [insert number] in the year of [insert year], and can be accessed at: http://www.revistas.udesc.br/index.php/modapalavra/ ";
  6. The opinions expressed in the articles are the author’s sole responsibility, not necessarily reflecting the journal’s opinion. The publication of any material that is owned and held in copyright by a third party, including – but not limited to - articles, photos or drawings was previously authorized by their representatives to be published in ModaPalavra e-journal.
Crossref
Scopus
Google Scholar
Europe PMC