As relações públicas como fator-chave para o sucesso das marcas de luxo: um estudo da Givenchy Parfums antes e durante o cenário da Covid-19

Abstract

The luxury market is marked by its extravagances and products produced, in smaller quantities, for the public with high purchasing power. In turn, luxury brands must maintain a lasting relationship with their consumers, using communication strategies to preserve the loyalty of their audiences, even in times of global crisis. The main objective of this TCC is to examine the behavior and values of the perfume and cosmetics division of the Givenchy brand, before and during the Covid-19 pandemic, between January 2020 and December 2021, using the observation/analysis/evaluation of the positioning and of the brand's communication strategies in its campaigns in the online and offline spheres, with special attention to Public Relations actions. To achieve the results, information was collected through the official platforms of the luxury brand studied, such as websites and social networks, as well as its mention in journalistic articles that showed its positioning. Reading books, articles, dissertations and theses was of great importance and proved to be relevant in the constitution of the theoretical basis of the work and the history of the luxury market, and how relationships with its consumers happen. In this way, it was possible to observe that at all times, the work of Public Relations was always present in the strategies of dissemination of products, as well as in the positioning of the brand before its public, revealing to be the main tool of success of this luxury brand.