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Master's Dissertation
DOI
10.11606/D.100.2017.tde-10112017-204901
Document
Author
Full name
Marcia Machado França
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2017
Supervisor
Committee
Mendizabal Alvarez, Francisco Javier Sebastian (President)
Arbore, Célia Moretti
Luppe, Marcos Roberto
Pereira, Carlos de Brito
Title in Portuguese
Design de lojas de moda: um estudo dos padrões utilizados nas lojas fast fashion
Keywords in Portuguese
Design de ambientes
Design de loja
Fast fashion
Varejo de moda
Abstract in Portuguese
Este estudo analisa os aspectos do design de lojas de varejo de moda por meio de variáveis tangíveis presentes nos espaços da rede de varejo do vestuário do modelo fast fashion. O modelo fast fashion vem consolidando sua presença no mercado de vestuário de moda por meio de um modelo inovador no ciclo de desenvolvimento de produtos, no abastecimento das lojas e na própria distribuição por meio de lojas próprias que atendem o modelo. A questão do estudo investigou se as características do modelo se refletem no design das lojas fast fashion contribuindo para a comunicação e o modelo de oferecimento dos produtos. Na pesquisa de campo em lojas fast fashion buscou-se por meio do modelo de investigação qualitativa utilizar o método de observação direta em quatro cadeias de lojas em shopping centers e lojas em rua e sua correspondência com as características da literatura relacionada ao modelo fast fashion. Alguns resultados obtidos nesta pesquisa propõem, por exemplo, a comunicação da vitrina em conjunto com os manequins de acesso a loja comunicam lançamentos de produtos de moda para os consumidores e deste modo demonstram correspondência com fast fashion. Neste sentido, as variáveis do design presentes nas lojas de varejo, importantes elementos do ambiente que atuam individualmente ou em conjunto e assim oferecem funcionalidade para este modelo fast fashion. Este estudo aponta para abertura de novas oportunidades de investigação do design de lojas nos segmentos de varejo de moda, por meio dos levantamentos obtidos nesta pesquisa
Title in English
Fashion store design: a study of patterns used in fast fashion stores
Keywords in English
Design of environments
Fashion retail
Fast fashion
Store design
Abstract in English
This study analyzes the design aspects of fashion retail stores through tangible variables present in the garment retail chain of fast fashion model. The fast fashion model has consolidated its presence in the fashion apparel market through an innovative model in the product development cycle, in the supply of stores and own distribution through stores that meet the model. The study question investigated whether the characteristics of the model are reflected in the design of fast fashion stores contributing to communication and the model of offering the products. In field research in fast fashion stores sought by means of qualitative research model using the method of direct observation in four chain stores in shopping malls and stores in the street and your correspondence with the characteristics of the literature related to the fast fashion model. Some results obtained in this research, propose, for example, the communication from the showcase in conjunction with the dummies store, access communicate product sets to consumers and thus demonstrate correspondence with fast fashion. In this sense, the design variables present in retail stores, important elements of the environment that act individually or together and thus offer functionality for this fast fashion model. This study points to the opening of new opportunities for research on store design in fashion retail segments by means of surveys obtained in this research
 
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marciamfrancarev.pdf (7.92 Mbytes)
Publishing Date
2017-11-22
 
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