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Master's Dissertation
DOI
https://doi.org/10.11606/D.100.2021.tde-06122021-164949
Document
Author
Full name
Beatriz Mangussi Franchi Dutra
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2021
Supervisor
Committee
Karam Junior, Dib (President)
Italiano, Isabel Cristina
Marques, Jane Aparecida
Noronha, Ana Carolina Cortez
Title in Portuguese
Varejo do futuro: mercado de moda independente - marcas e consumidores
Keywords in Portuguese
Moda independente
Negócios da moda
Roupas e acessórios
Abstract in Portuguese
O objetivo desta pesquisa foi caracterizar o mercado de moda independente, tanto para os produtores quanto para os consumidores, destacando sua importância no cenário brasileiro. Foram realizadas, no período de novembro de 2019 a maio de 2020, entrevistas com 15 marcas distintas. Ainda, entre os meses de maio e junho de 2020 ocorreu a aplicação de questionário online. Totalizando, das duas ações, 241 respostas de participantes de diferentes regiões do Brasil. Esse mapeamento de produção e consumo traz uma maneira reflexiva de disposição de compra desses negócios da moda, na qual as trocas realizadas de forma interativa entre marca e cliente mostram o engajamento das pessoas com o conteúdo das mídias sociais. Mesmo antes do distanciamento social causado pela pandemia de Covid-19, essa já era uma tendência de mercado de roupas e acessórios das novas gerações. Concluiu-se com o trabalho que a partir do mapeamento desse consumo, o segmento pode aproveitar a estruturação dos dados da categoria para sua organização, o que mostra a necessidade de melhorias na forma de comercialização nas mídias sociais de marcas de moda independentes, para que esse mercado se estabeleça de forma duradoura. Além disso, tal mercado movimenta digitalmente o consumo de roupas e acessórios pelas mídias sociais, o meio de comunicação popular da época e desenvolve o funcionamento da atividade de troca remota em tempos de distanciamento social. Esse negócio surge como uma alternativa de varejo do futuro pois une vários pequenos produtores em busca da sustentabilidade, além de ser uma importante forma de comunicação com novos consumidores da contemporaneidade, atendendo suas específicas demandas
Title in English
Retail of the future: independent fashion market - brands and consumers
Keywords in English
Clothing and accessories
Fashion business
Independent fashion
Abstract in English
The purpose of this research was to characterize the independent fashion market, both for producers and consumers, highlighting its importance in the Brazilian scenario. Interviews were conducted, in the period from November 2019 to May 2020, with 15 different brands. In addition, an online questionnaire was applied between May and June 2020. In total, the two actions received 241 responses from participants in different regions of Brazil. This mapping of production and consumption brings a reflective way of buying disposition of these fashion businesses, in which the exchanges carried out interactively between brand and customer show the engagement of people with social media content. Even before the social distancing caused by the Covid-19 pandemic, this was already a market trend for clothing and accessories of the new generations. It was concluded with the work that from the mapping of this consumption, the segment can take advantage of the structuring of the category's data for its organization, which shows the need for improvements in the form of commercialization in the social media of independent fashion brands, so that this market is established in a lasting way. Moreover, such a marketplace digitally moves the consumption of clothing and accessories through social media, the current popular communication media of the time, and develops the workings of the activity of remote exchange in times of social distance. This business emerges as a retail alternative of the future because it unites several small producers in search of sustainability, besides being an important form of communication with new contemporary consumers, answering their specific demands
 
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Publishing Date
2022-05-16
 
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