The garment industry stands out as the second-largest employer in the manufacturing industry, but it is singled out for environmentally and socially unsustainable practices. In this study, managers of ten companies in Teresina (Piauí State, Brazil) were interviewed to investigate textile waste management methods and instruments and the difficulties and challenges found in management. Methodologically, it was used bibliographical, exploratory, documental and case study research. The research instruments were the questionnaire, direct observation and interview. Data were assessed through content analysis. The results show that part of the production-related waste is donated to manufacture rugs and fuxico, discarded for everyday collection. The conclusion we came across is that the clothing industry in Teresina lacks better management of its production process to generate less waste. When it is not possible to reuse it, dispose of it properly.
Resumo Em um cenário de competitividade, o nicho de moda infantil está trabalhando cada vez mais suas estratégias de Visual Merchandising (VM) de forma a atrair o público infantil para o consumo, posto que este já demonstra suas preferências na hora de vestir-se, dispensando a opinião dos pais e/ou responsáveis, que costumava ser mais frequente há algum tempo. Nesse contexto, com o objetivo de analisar as estratégias de VM utilizadas pelas pequenas empresas do segmento de moda infantil, cujo objetivo era promover a fidelização dos consumidores, realizou-se uma pesquisa qualitativa descritiva, através de um estudo de casos múltiplos, analisando-se cinco empresas de moda infantil na cidade de Teresina/PI por meio da observação direta e entrevistas com os gestores. Concluiu-se que três, dentre as cinco empresas analisadas, contratam profissionais especializados para desenvolver o VM, refletido no ambiente físico das empresas. Assim, os pais, em sua maioria, decidem o que comprar de acordo com a indicação dos filhos, o que reforça a importância de ‘conquistar’ os consumidores infantis, visto que estes assumem papéis de influenciadores e consumidores no processo de decisão de compra. Palavras-chave: Moda infantil. Consumo. Estratégia. Visual merchandising.
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