A experiência de marca da metodologia TXM associada ao visual merchandising : os pontos de venda da marca Farm Rio.
Type
article
Creator
Publisher
Identifier
CAMPOS, A. ; GOMEZ, L. ; PILATTI, G. (2017) - A experiência de marca da metodologia TXM associada ao visual merchandising : os pontos de venda da marca Farm Rio. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. Vol. X, nº 19.
1646 - 9054
Title
A experiência de marca da metodologia TXM associada ao visual merchandising : os pontos de venda da marca Farm Rio.
Subject
Metodologia
TXM Branding
Visual merchandising
Marca
Moda
Methodology
Visual merchandising
Brand
Fashion
TXM Branding
Visual merchandising
Marca
Moda
Methodology
Visual merchandising
Brand
Fashion
Date
2018-09-26T11:39:47Z
2018-09-26T11:39:47Z
2017
2018-09-26T11:39:47Z
2017
Description
Metodologias organizam as etapas de um projeto a serem
seguidas. Com base nisso, a metodologia TXM Branding visa contribuir
com processos relacionados a pensar, experienciar e gerir marcas. No
âmbito da experiência, este estudo quesona como as estratégias de
visual merchandising podem acoplar-se de maneira que contribua com os
ativos da marca em um ponto de venda a fim de gerar experiências
sensoriais. Portanto, através de levantamento bibliográfico e estudo de
caso, esperou-se apresentar essa recente metodologia de design como
mais uma alternativa de controle projetual e também, aproximá-la da
prática do visual merchandising. A fim de exemplificar o apelo sensorial de
uma marca, foi escolhida a marca brasileira de vestuário feminino “Farm”
que terá seus aspectos conceituais analisados nesse estudo.
ABSTRACT: Methodologies organize the project steps to follow. Based on this, the TXM Branding methodology aims to contribute to processes related to think, experience and manage brands. Talking about experiencing, this study raises the question of how the visual merchandising strategies can be coupled in a way that contributes to the assets of the brand in a point of sale in order to generate a sensorial brand experience. Therefore, it is expected to present this new design methodology as another alternative of project design control and also, bring it to the practice of visual merchandising. With the goal of exemplifying the sensorial appeal of a brand, we selected the Brazilian brand of female apparel, Farm, to analyze its conceptual aspects translated into aesthetic stimuli.
info:eu-repo/semantics/publishedVersion
ABSTRACT: Methodologies organize the project steps to follow. Based on this, the TXM Branding methodology aims to contribute to processes related to think, experience and manage brands. Talking about experiencing, this study raises the question of how the visual merchandising strategies can be coupled in a way that contributes to the assets of the brand in a point of sale in order to generate a sensorial brand experience. Therefore, it is expected to present this new design methodology as another alternative of project design control and also, bring it to the practice of visual merchandising. With the goal of exemplifying the sensorial appeal of a brand, we selected the Brazilian brand of female apparel, Farm, to analyze its conceptual aspects translated into aesthetic stimuli.
info:eu-repo/semantics/publishedVersion
Access restrictions
openAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
por
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