bachelorThesis
Desafios do Fast Fashion para uma empresa varejista: um olhar sob a ótica comercial
Fecha
2019-06-19Registro en:
SILVA, Amanda de Oliveira. Desafios do Fast Fashion para uma empresa varejista: um olhar sob a ótica comercial. 2019. 62f. Trabalho de Conclusão de Curso (Graduação em administração) – Departamento de Ciências Administrativas, Universidade Federal do Rio Grande do Norte, Natal, 2019.
Autor
Silva, Amanda de Oliveira
Resumen
Fast Fashion has been gaining strength and consolidating itself in the fashion market, because it proposes a fast cycle of product development, stores supply, among other aspects that can ensure that the product is at a quickly point of sale, to meet the need of the consumer. This study aims to analyze the challenges of Fast Fashion in a Brazilian retailer from a commercial perspective, understanding the challenges faced by day-to-day retail and style professionals to develop their Fast Fashion products and put them in an agile way in store due to an often time-consuming production process. For this, a qualitative research method was adopted, through the application of a questionnaire in the period of one week for the people involved, the study was characterized as an exploratory and descriptive case. The analysis verified that the retailer studied has several challenges in relation to the price, raw material and shipping, which hinder the execution of the model. It is still possible to verify that the designers who are inspired by Coco Chanel tend to consider that vertical integration becomes a competitive advantage for the company, while the individuals who are inspired by Christian Dior are related to conceptualize that they disagree partially, both inspired by the high sewing, while for individuals who are inspired by the prêt-á-porter there was no relationship. In this sense, it is believed that this research points to a variety of corrective opportunities in the retail business, so that it can improve its performance against the competition and gain competitive advantage.