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GUIA DE MARKETING PARA EL LANZAMIENTO DE UNA NUEVA MARCA DE MODA (Vai Olivia)

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GUIA DE MARKETING PARA EL LANZAMIENTO DE UNA NUEVA MARCA DE MODA (Vai Olivia) UNIVERSIDAD TECNOLÓGICA EQUINOCCIAL FACULTAD DE ARQUITECTURA, ARTES Y DISEÑO CARRERA DE DISEÑO DE MODAS TESIS PREVIA A LA OBTENCIÓN DEL TITULO DE LICENCIADA EN DISEÑO DE MODAS GUIA DE MARKETING PARA EL LANZAMIENTO DE UNA NUEVA MARCA DE MODA (Vai Olivia) AUTORA: TATIANA BELÉN GONZÁLEZ JARAMILLO DIRECTORA: DISEÑADORA ANABELA CHAVEZ QUITO JULIO 2013 AUTORÍA Yo, Tatiana Belén González Jaramillo, declaro bajo juramento que el proyecto de grado titulado: Guía de marketing para el lanzamiento de una nueva marca de moda (Vai Olivia), es de mi propia autoría y no es copia parcial o total de algún otro documento u obra del mismo tema. Asumo la responsabilidad de toda la información que contiene la presente investigación. Atentamente, __________________________ Tatiana González II Por medio de la presente certifico que la Srta. Tatiana González, ha realizado y concluido su trabajo de grado, titulado: Guía de marketing para el lanzamiento de una nueva marca de moda (Vai Olivia) para la obtención del título de, Diseñadora de Modas de acuerdo con el plan aprobado previamente por el Consejo de Investigación de la Facultad de Arquitectura, Artes y Diseño. De igual manera asumo la responsabilidad por los resultados alcanzados en el presente trabajo de titulación. Atentamente, Anabela Chávez Director de Tesis III Dedico este trabajo a mi familia porque sin ellos no lo hubiese logrado, fueron mi apoyo, mi fuerza, mi cordura, mi aliento y mi valor en cada instante. En ocasiones la vida se torna difícil. Sin embargo, para darnos esperanza nos concede maravillosas sorpresas, que así como los arcoíris nos hacen ver que cada instante es único e irrepetible y merece ser vivido intensamente. Ahora que latimos juntos, te dedico este trabajo y todos de aquí en adelante…te dedico mi vida, porque sin conocerte te amo y te amaré porque eres mi rayo de sol, ese rayo que tras la tormenta se abre paso para llenar de color el cielo… IV Agradezco esencialmente el hecho de no haberme dado por vencida ni aun sintiéndome vencida, de haber sacado fuerzas pensando que ya no me quedaban más. Igualmente debo agradecer a mi familia quienes merecen el título también, porque cada uno de una u otra forma se desveló y trabajó hombro a hombro a mi lado a pesar de los inconvenientes. A las personas que están, a las que se fueron, a las que permanecen como recuerdos imborrables a todos aquellos que de una u otra forma simplemente están. A todos, gracias... V Resumen Localmente es difícil encontrar una guía que se adapte al mercado local de la moda para lanzar nuevas marcas que se adapten a las necesidades del medio. Este trabajo se elaboró con la intención de contribuir con un método sencillo y detallado para aquellos diseñadores y personas con otra formación que deseen incursionar en el campo de la moda lanzando una marca propia. Todo lo aprendido a lo largo de la carrera se encuentra plasmado en este trabajo, organizado y estructurado para su fácil comprensión y porque no posterior realización. La información fue extraída de los mejores libros; en el campo fue algo difícil sacar datos ya que la marca que se propone lanzar es una marca para niñas en edad prescolar y los padres de las mismas por seguridad prefieren no dar información de ningún tipo. Se logró el objetivo que se planteaba al principio puesto que a pesar de las dificultades se consiguió la información más importante que es la referente al estilo de vida de las niñas y todo lo que esto engloba. Un trabajo arduo, sin embargo muy enriquecedor ya que fue necesario diseñar estrategias un tanto rebuscadas para conseguir los datos necesarios. El trabajo finalizó, y ahora es posible siguiendo todos los pasos, lanzar una marca de moda para el mercado local contribuyendo de la misma manera con quien desee hacerlo. VI Abstract Locally it is hard to find a guide that adapts to the ecuadorian fashion market to release new brands that adjust to the needs of the country. This work was made with the intention of contribute with a simple but usefull method for fashion designers and people with other academic formation, that want to venture in the fashion world and launch their own brand. Everything learned along the career is captured in this work, organized and structured to make it easy to understand and apply in further projects. All the information was extracted from the best books; it was a little difficult to acquire data on the field because this brand is for girls on preschool, and the parents for their daughters safety prefer not to give information of any kind. At the end the goal was reached, because instead of the difficulties the most important information to get was the life style of the girls and everything this involves with hard work this was accomplished. this was hardwork but very enriching because it was necessary to design unconventionals strategies to get the needed data. The job is done now, and following all the steps described in it, is possible to release a brand in the local market and contribute with the one who likes launch a clothing brand. VII ÍNDICE CAPÍTULO 1 .................................................................................................................................. 28 1.1 GENERALIDADES DE LA MODA .......................................................................................... 28 1.2 DESARROLLO HISTÓRICO DEL MARKETING DE MODA ...................................................... 33 DECADA 1900 – 1910 ........................................................................................................... 38 CHARLES FREDERICK WORTH ........................................................................................... 38 PAUL POIRET .................................................................................................................... 38 LUCILLE DUFF GORDON ................................................................................................... 38 MARIANO FORTUNY......................................................................................................... 39 JEANNE LANVIN ................................................................................................................ 39 JEANNE PAQUIN ............................................................................................................... 39 JEANNE PATOU ................................................................................................................ 40 EDWARD MOLINEAUX...................................................................................................... 40 MADELEINE VIONNET ...................................................................................................... 40 JACQUES DOUCET ............................................................................................................ 41 DÉCADA 1910 – 1920 ........................................................................................................... 41 COCO CHANEL .................................................................................................................. 41 NINA RICCI ........................................................................................................................ 41 MAINBOCHER ................................................................................................................... 42 AUGUSTA BERNARD ......................................................................................................... 42 CALLOT SOEURS ............................................................................................................... 42 DÉCADA 1920 – 1930 ........................................................................................................... 43 ELSA SCHIAPARELLI .......................................................................................................... 43 LOUISE BOULANGER ........................................................................................................ 43 ANDRÉ PERUGIA ................................................................................................................... 43 DÉCADA 1930 – 1940 ........................................................................................................... 44 RALPH LAUREN ................................................................................................................. 44 PIERRE BALMAIN .............................................................................................................. 44 CRISTOBAL BALENCIAGA .................................................................................................. 44 JACQUES FATH ................................................................................................................. 45 VIII DÉCADA 1940 – 1950 ........................................................................................................... 45 PIERRE CARDIN ................................................................................................................. 45 HUBERT DE GIVENCHY ..................................................................................................... 45 DÉCADA 1950 – 1960 ........................................................................................................... 46 CHRISTIAN DIOR ............................................................................................................... 46 ELIO BERHANYER .............................................................................................................. 46 PERTEGAZ ........................................................................................................................
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