Reposicionamento de marca no mercado de moda: estudo de caso da Florinda

Abstract

This case study assesses the rebranding process of Florinda, having as main goal the comprehension and analysis of the path followed by the brand to assume its new identity. The methodology used was qualitative research, in which documentary and bibliographical analysis were made in books, articles, magazines and catalogs, as well as interviews on marketing and fashion to support the study of strategies adopted by Florinda. In order to do this it was necessary to know the history of Florinda, understand what fashion marketing and brand relocating or rebranding stand for, analyse the planning and execution of Florinda’s new marketing strategies and evaluate if the aimed results through the reposioning were reached.