Palestra - André Carvalhal - Moda360
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Transcript of Palestra - André Carvalhal - Moda360
![Page 1: Palestra - André Carvalhal - Moda360](https://reader031.fdocuments.net/reader031/viewer/2022020110/5477dfbab4af9ff9028b4b1d/html5/thumbnails/1.jpg)
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Oi
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facebook.com/carvalhando @carvalhando no instagram
Oi
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(...) ”A IDEIA
DE DESFILES E EDITORIAIS ESTÁ ULTRAPASSADA.
HÁ UMA NOVA GERAÇÃO NO MERCADO QUE ESTÁ VENDO TUDO DE UMA NOVA FORMA”.
Nick Knight, SHOWstudio
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o mundo mudou.
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primeira marca de moda
Charles Frédéric Worth (1825-1895) não se considerava comerciante ou artesão, dessa forma, criou a figura do costureiro;
Inaugurou a Maison Worth em em 1858
com o slogan “Altas Novidades”, que
sugeria estilo e peças inéditas;
Primeiro a desenvolver uma etiqueta
pra suas peças;
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Inventou as “sósias”, mulheres que apresentavam as peças em pequenos encontros organizados na Maison;
Seus modelos eram imediatamente reconhecidos porque usavam crinolina;
Essas estruturas às vezes eram desenvolvidas em metal e tinham a finalidade de dar volume à saia.
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Poiret trabalhou na Worth até abrir a sua própria marca;
Convidou os pintores Lapape e Dufy para ilustrar seus catálogos e decorar as lojas;
Em 1911 lançou o primeiro perfume de uma marca de moda;
Criou a festa “The Thousand and Second Night” para um grupo seleto;
Em 1911 inaugura a Martine, para um público mais jovem.
a segunda
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(...) ”A IDEIA
DE DESFILES E EDITORIAIS ESTÁ ULTRAPASSADA.
HÁ UMA NOVA GERAÇÃO NO MERCADO QUE ESTÁ VENDO TUDO DE UMA NOVA FORMA”.
Nick Knight, SHOWstudio
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(...) ”A IDEIA
DE DESFILES E EDITORIAIS ESTÁ ULTRAPASSADA.
HÁ UMA NOVA GERAÇÃO NO MERCADO QUE ESTÁ VENDO TUDO DE UMA NOVA FORMA”.
Nick Knight, SHOWstudio
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(...) ”A IDEIA
DE DESFILES E EDITORIAIS ESTÁ ULTRAPASSADA.
HÁ UMA NOVA GERAÇÃO NO MERCADO QUE ESTÁ VENDO TUDO DE UMA NOVA FORMA”.
Nick Knight, SHOWstudio
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(...) ”A IDEIA
DE DESFILES E EDITORIAIS ESTÁ ULTRAPASSADA.
HÁ UMA NOVA GERAÇÃO NO MERCADO QUE ESTÁ VENDO TUDO DE UMA NOVA FORMA”.
Nick Knight, SHOWstudio
![Page 15: Palestra - André Carvalhal - Moda360](https://reader031.fdocuments.net/reader031/viewer/2022020110/5477dfbab4af9ff9028b4b1d/html5/thumbnails/15.jpg)
(...) ”A IDEIA
DE DESFILES E EDITORIAIS ESTÁ ULTRAPASSADA.
HÁ UMA NOVA GERAÇÃO NO MERCADO QUE ESTÁ VENDO TUDO DE UMA NOVA FORMA”.
Nick Knight, SHOWstudio
![Page 16: Palestra - André Carvalhal - Moda360](https://reader031.fdocuments.net/reader031/viewer/2022020110/5477dfbab4af9ff9028b4b1d/html5/thumbnails/16.jpg)
(...) ”A IDEIA
DE DESFILES E EDITORIAIS ESTÁ ULTRAPASSADA.
HÁ UMA NOVA GERAÇÃO NO MERCADO QUE ESTÁ VENDO TUDO DE UMA NOVA FORMA”.
Nick Knight, SHOWstudio
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A VIDA REAL
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FAZfazer >
dizer
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O MARKETING
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PARECER
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TIC O MUNDO É FASCINANTE. CADA MOMENTO DO DIA É ÚNICO. A NATUREZA É SURPREENDENTE. AS PESSOAS ESTÃO SUPER OCUPADAS SENDO ELAS MESMAS. (CADÊ MEU IPHONE?) TRABALHANDO, CORRENDO, SE SUPERANDO, CRESCENDO AMADURECENDO. OCUPADAS DEMAIS CRIANDO E PRODUZINDO SUAS PRÓPRIAS EXPERIÊNCIAS DE VIDA. ELAS ESTÃO MAIS EXIGENTES. SENTEM CHEIRO DE “MARKETING” À LÉGUAS DE DISTÂNCIA. ELAS NÃO TEM TEMPO PRA GENTE. TAC
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PRECISAMOS PARAR DE VÊ-LAS COMO UM BANDO DE CONSUMIDORES;
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A AUDIÊNCIAÉ O NOVO CLIENTE.
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A AUDIÊNCIAÉ O NOVO CLIENTE.
O consumidor morreu;
Grupo de pessoas reunidas em torno de um interesse;
Audiência = fã.
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PARAR DE COMPETIR COMOS CONCORRENTES;
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E COMPETIR COM A REALIDADE.
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E COMPETIR COM A REALIDADE.
Agregar;
Entrar na vida das pessoas;
Envolver = emocionar
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VENDER PRODUTOS<
COMPRAR O TEMPO DAS PESSOAS.
VENDER PRODUTOS<
COMPRAR O TEMPO DAS PESSOAS.
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o mundo mudou.
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PRECISAMOS PARARDE INTERROMPERO QUE AS PESSOAS QUEREM; PRA SER O QUE AS PESSOAS QUEREM (!).
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diversão!
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“Entretenimento é o conjunto de atividades que
o ser humano pratica sem outra utilidade senão
o prazer. É o desvio do espírito para coisas
diferentes das que preocupam. Pode ser uma
distração, um passatempo ou um desporto.”
Wiki
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FASHION MARKETING<
FASHION ENTERTAINMENT
FASHION MARKETING<
FASHION ENTERTAINMENT
FASHION MARKETING<
FASHION ENTERTAINMENT
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o que é isso?
Conteúdo de entretenimento produzido pela marca;
Experiência real que incorpora uma marca;
Relacionamento emocional;
Leva os clientes a passar tempo com a marca;
Vontade de vivenciar a história das marcas;
Consumidores como disseminadores das histórias.
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o que não mudou (!)
Marcas continuam alimentando sonhos;
Consumidor decide com emoção;
Comprar é consumir emoção;
As marcas podem (e devem!) tansferir emoção;
Todos somos apaixonados por boas histórias.
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top trending
#estratégia;
#branding;
#experiência
#emoção
#relevância;
#communiting;
#colaboração; #engajamento.
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propriedade Produtos
Pessoas place
meus P´s preferidos
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CONTEÚDOPROPRIETÁRIO
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“O SUCESSO DE UMA MARCA DE MODA
NÃO ESTÁ SÓ EM SEUS PRODUTOS,
MAS EM TODO UNIVERSO QUE A ENVOLVE.”
Mark Tungate
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EXPERIÊNCIA > PATROCÍNIO EX
EXPERIÊNCIA > PATROCÍNIO EX
EXPERIÊNCIA > PATROCÍNIO EX
EXPERIÊNCIA > PATROCÍNIO EX
EXPERIÊNCIA > PATROCÍNIO EX
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além do patrocínio
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coleção
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produto
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divulgação
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lançamento da coleção
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http://www.youtube.com/watch?v=wQezw9jmovM&list=PL0CAB216EBA0452F9&index=3
convenção de vendas
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o festival
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parceria
#influência
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cobertura colaborativa
http://www.youtube.com/watch?v=MTf6TqyW8eg&list=PL0CAB216EBA0452F9&index=2
#disseminação
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além do apoio
#cross content
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além do apoio
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STORYBUILDING > STORYTELLING
STORYBUILDING > STORYTELLING
STORYBUILDING > STORYTELLING
STORYBUILDING > STORYTELLING
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editorial revista
#branding
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editorial internet
#autopromoção :)
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editorial internet
#live branding
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#promos #beleza #coisas do rio
#casa #mundo farm
#viagens
#moda #listas #do it yourself
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editorial imagem
#conceito
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imagem
#live branding
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música
#atmosfera
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música
#DeDentroPraFora
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móvel
#serviço
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gaming
#interação
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vídeo
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legado
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PESSOAS
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” O QUE FALAMOS DE NÓS MESMOS IMPORTA CADA VEZ
MENOSEM RELAÇÃO AO QUE OS
OUTROS FALAM AO NOSSO RESPEITO”
Agência LIVE
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PESSOAS > MARCAS
PESSOAS > MARCAS
PESSOAS > MARCAS
PESSOAS > MARCAS
PESSOAS > MARCAS
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haul
http://www.youtube.com/watch?feature=player_embedded&v=E7DhvQ_SnpQ#!http://www.youtube.com/watch?v=EiDmd03Bjds
http://www.cbsnews.com/8301-505123_162-42440396/how-urban-outfitters-are-doing-
haul-videos-right/
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novas embaixadoras
#cola
bora
ção
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mobilização
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disseminação
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tudo em casa
#PR
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tudo em casa
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PLACE(A.K.A LOJA)
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“PRA QUEM SAIR DE CASA SE EU POSSO
COMPRAR COM APENAS UM CLICK E RECEBER
EM POUCAS HORAS?” cliente
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PDE > PDV
PDE > PDV
PDE > PDV
PDE > PDV
PDE > PDV
PDE > PDV
PDE > PDV
PDE > PDV
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key points
Ponto de venda;
Experiência de marca.
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ponto de venda
Andreas GurskyPrada II, 1997
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ponto de venda
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venda x experiência
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ponto de experiência
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experiência via varejo
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belas histórias
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entretenimento
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muito prazer :P
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arte
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relacionamento
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mobilidade
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experiência
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experiência
#estratégia
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experiência
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experiência
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experiência
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experiência
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http://www.youtube.com/watch?v=0jM0cKOBjx4&list=UUOOCTh_JH6ogyfmkDTEP6uQ&index=6&feature=plcp
#vivência
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digital
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(não) ponto de venda
texas, 2005. Elmgreen e Dragse
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PRODUTO
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“SUA ROUPA NÃO DEFINE VOCÊ.
É VOCÊ QUE DEFINE A SUA ROUPA.”
Vandal
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PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
PESSOA > MARCA
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universo
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extensões de produto
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customização
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customizacao em massa
#DiY
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criação
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criação
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criação
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personalização
Jeans 3x1
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«vamos começar?«
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facebook.com/carvalhando @carvalhando no instagram