Publicação
Reaching gen z skincare consumers in Portugal: how can myclarins align its online and offline distribution channels
| Resumo: | Positioned within the legacy prestige brand Clarins, the myClarins’ product range was introduced to meet the needs of Gen Z consumers. The following Work Project intended to gather insights into myClarins’ current context and propose recommendations tailored to the Portuguese market. This individual section addressed the importance of aligning myClarins’ online and offline distribution channels, essentially setting the foundation for an exploration into omnichannel and phygital strategies. The overarching objective was to seamlessly integrate an enriched consumer experience, aligning myClarins with market trends and guaranteeing its resonance with the ever-changing preferences of Gen Z skincare consumers. |
|---|---|
| Autores principais: | Silva, Sofia Vilares Richa Anjo e |
| Assunto: | Skincare Gen z Distribution Online Offline Phygital Omnichannel |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Positioned within the legacy prestige brand Clarins, the myClarins’ product range was introduced to meet the needs of Gen Z consumers. The following Work Project intended to gather insights into myClarins’ current context and propose recommendations tailored to the Portuguese market. This individual section addressed the importance of aligning myClarins’ online and offline distribution channels, essentially setting the foundation for an exploration into omnichannel and phygital strategies. The overarching objective was to seamlessly integrate an enriched consumer experience, aligning myClarins with market trends and guaranteeing its resonance with the ever-changing preferences of Gen Z skincare consumers. |
|---|