Megatendências influenciando marcas: “Casa Granado” e “Lola Cosmetics” revivendo o passado

Abstract

The present study aims to understand how megatrends can be used strategically by brands, making them more attractive to consumers, from the perspective of megatrend revivalism. The following work has a qualitative bias, being structured as an exploratory-descriptive research. The work begins with a literature review, using authors such as Luís Rasquilha, Philip Kotler, Gary Armstrong, Rohit Bhargava and Elizabeth Guffey, extending to a case study. This research is divided into three stages. The first is aimed at understanding what trends are, their importance and the different typologies. The second stage focuses on deepening the understanding of revivalism as a megatrend and concept, as well as how the past can be communicated to consumers. In the third stage, two case studies are presented, involving the national brands, Casa Granado and Lola Cosmetics, seeking to understand their relationship with revivalism and the strategic use of the past. As a result, it is possible to glimpse the presence and use of a megatrend in brand strategies. [resumo fornecido pelo autor]