Comunicação apresentada na Global Fashion International Conference que ocorreu entre 11 a 13 de
Novembro de 2010 no Porto.The success of national fashion brands seems to be vital for the competitiveness of the Portuguese Apparel Sector. This sector continues to play an important role for the country. Recent years have assisted to significant changes due to total liberalization of trade of textiles and clothing, the process of relocation of production to countries where manpower is cheaper, the increase of global competition and lower consumer prices, the market maturity and saturation of demand, the fast development of the new technologies, particularly in the field of information and the deep changes in the structure of markets (Lourenço, 2005).
Consumers, in turn, have become more selective in spending, looking for better design, better quality and best price (Ramos, 2003).
To address this scenario, the Portuguese apparel sector has invested in his own brand, in fashion and design, distribution and internationalization, with the creation of retail networks owned or franchised that allow the relationship with the consumer. Thus, several domestic fashion brands have appeared with structured communication and image, with great professionalism (Bessa e Vaz, 2007) that may be considered "serious cases of successful distribution of fashion" (Bessa e Vaz, 2007:9). Many efforts have been held either by government initiatives, both individual and business, to improve the image of Portuguese fashion brands. But have these initiatives proven effective?
It was considered, therefore quite relevant to develop this study, which sought to find out the image that Portuguese consumers have about Portuguese fashion brands in the market today. Therefore, the purpose of this study is to analyze and characterize, based in a number of factors, the image of Portuguese fashion brands from the point of view of the Portuguese consumer.
To achieve the goal of this investigation was chosen a non-probabilistic sampling method by quota, considering as universe the Portuguese population located in Portugal in 2005, aged between 15 and 39 years. The instrument used for gathering data was the questionnaire.
To analyze the image the respondents have about Portuguese fashion brands, we used descriptive statistics and analysis of frequency. To analyze the set of characteristics associated
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with this image a factorial analysis was made, to group the variables most correlated. From the obtained factors a cluster analysis was carried out. To validate this analysis a discriminant analysis was carried out.
As a general conclusion, and in order to provide to companies relevant information that can help them to make the right strategic decisions about fashion brands it was found that respondents were divided into two groups. Those belonging to Group 1 - The Positivists (79.70%) have a very positive image of Portuguese clothing brands. They characterize the Portuguese brands as leaders and charismatic, with a young spirit, proud of their origin, innovative, unique and with communication skills.
Respondents in Group 2 - The Negativists (13.73%), consider that the Portuguese clothing brands have quality and are reliable, but consider them too old-fashioned, out of fashion, with no style, ordinary and banal, and assume to have a negative image of Portuguese clothing brands
