Diferenciação E Competitividade Da Oferta De Moda Brasileira No Mercado Internacional

Sutter, Mariana Bassi; MacLennan, Maria Laura Ferranty; Polo, Edison Fernandes; Strehlau, Vivian Iara

doi:10.1590/1678-69712016/administracao.v17n1p165-196

Cited by 5 publications

(5 citation statements)

References 23 publications

(42 reference statements)

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“…In the case of organizational eco-innovations, companies tend to direct actions towards using new logistical systems and adopting green human resources policies. Furthermore, our results corroborate previous research indicating design, modeling and use of colors as differentiating elements of Brazilian fashion (Sutter, Galleli, MacLennan, Polo, & Correa, 2015; Sutter et al ., 2016). The results also show the disconnection observed between the dimensions explained in theory and the actions actually taken by the companies.…”

Section: Conclusion and Final Recommendationssupporting

confidence: 91%

“…In the case of Brazilian fashion, based on previous studies, the emphasis is on fashion design initiatives, for example, in the beachwear industry (Kury, da Rocha, & da Silva, 2019). The adoption of Brazilianness (such as colors, vibrancy and joy associated with the image of Brazil) adds differentiating characteristics to Brazilian fashion, such as designs associated with elements of national culture, quality of support and customer service (Sutter, MacLennan, Polo, & Strehlau, 2016). Therefore, companies seek to differentiate Brazilian fashion through strategies that involve valuing brands and investing in a differentiated offer (Silva, Vicente, & Galina, 2013) and the development of digital sales channels (De Morais, Hoeckesfeld, Sarquis, & Mussi, 2019).…”

Section: Types Of Innovation and Eco-innovationmentioning

confidence: 99%

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Technological and non-technological trends in fashion eco-innovations

Lennan

Tiago

Pereira

2021

INMR

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PurposeThe fashion industry is diverse and demands a high amount of resources and labor for its operation. It has powerful tools that can positively impact the environment and society as a whole. In this sense, it becomes necessary for fashion to adopt sustainable strategies quickly. One way would be the adoption of eco-innovations by companies in the sector. The objective of this research is to identify the main eco-innovation initiatives carried out by companies in the fashion sector and to verify what the trend is in the sector in relation to the types of eco-innovation, whether technological or non-technological in nature.Design/methodology/approachTo meet the objective, the sector’s sustainability reports are analyzed based on the Global Reporting Initiative (GRI) initiative. The method used to treat the data is content analysis. The authors chose to use the GRI-G4 and GRI-Standards versions of the GRI structure, as they include topics relevant to its stakeholders. The analysis based on these criteria considers 18 reports prepared by four companies (Cia Hering, Grupo Malwee, Dudalina and Lojas Renner).FindingsFrom the data analysis, it was noticed that eco-innovations of technological trends prevail in Brazilian fashion, in the first place, those of process (24.56%), followed by eco-innovations of product (10.53%). The pressure exerted by internal or external stakeholders will be fueled by the current scenario of sustainable development, positively influencing the adoption of eco-innovation. This characteristic can be attributed to the fashion sector, since technological eco-innovations overlap with non-technological ones in all the years that make up the analysis.Research limitations/implicationsAs limitations of this research, it is worth mentioning the availability of GRIs in the fashion sector. Even considering it a step forward, noting that larger companies support the adoption of these reports, it is important to highlight that only four companies make up the available database (Cia Hering, Lojas Renner, Dudalina and Malwee). From the adoption of the dissemination of sustainability reports by other organizations, the base could be expanded.Practical implicationsFrom this study, practical questions emerge that can contribute to managers and companies in the Brazilian fashion sector. Initially, the focus on eco-innovations is predominantly related to the technological component, with an emphasis on process eco-innovations. In this sense, business actions seek to resolve the accusations normally attributed to the sector, such as the adoption of unsustainable practices. For example, in cotton production, firms use large amounts of pesticides and water, despite the sector being accused of not taking proper responsibility regarding sustainability related issues.Social implicationsInvestment in eco-innovations indicates a positive attitude and change resulting from pressure and the need to return the market to society’s demands for more sustainable production technologies with less environmental impact.Originality/valueA originalidade do estudo se dá na sistematização de um modelo de análise de GRIs aplicado para mensurar eco inovações na moda. Por meio da metodologia aplicada é possível ressaltar que eco inovações de tendência tecnológica prevalecem no setor, primeiramente em processos e logo em produtos.

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Section: Conclusion and Final Recommendationssupporting

confidence: 91%

Section: Types Of Innovation and Eco-innovationmentioning

confidence: 99%

Technological and non-technological trends in fashion eco-innovations

Lennan

Tiago

Pereira

2021

INMR

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“…The performance of organizations is thus intrinsically and proportionally associated with their actions to differentiate the products and services they supply. Following the same line of thought as Sutter et al (2016), it is possible to identify different differentiation strategies adopted by organizations as drivers of performance. According to Sindivinho (2012), Uvibra (2012), Fecovinho (2012 and Ibravin (2012), differentiation of Brazilian wine by quality is attested to by national and international critics and, over recent years, Brazilian wines have won more than 2,500 medals worldwide.…”

Section: Performance Ofmentioning

confidence: 99%

Strategic positioning, differentiation and performance of Brazilian wineries

Klinger

Silveira-Martins

Castro

et al. 2019

IJWBR

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Purpose The purpose of this study is to verify whether managers’ strategic orientation influences decision-making related to differentiation and whether these two factors impact on the performance of the firms in the Brazilian wine industry. Design/methodology/approach A survey was conducted with representatives from 123 wineries located in the following Brazilian states: 78.86 per cent in Rio Grande do Sul; 13.01 per cent in Santa Catarina; 2.44 per cent in Paraná; 2.44 per cent in São Paulo; 1.63 per cent in Bahia; and 1.63 per cent in Pernambuco. The data were analyzed using multivariate statistical techniques, resulting in a structural equations model of the constructs. Findings The research findings show that there is a positive association between prospector orientation and differentiation. Analyst positioning was negatively associated with differentiation of winery companies. It was also possible to show that differentiation has a positive relationship with performance. Originality/value While a previous study attempted to identify wineries’ strategic orientation using other theoretical constructs, this study makes a contribution to consolidating reflections on strategic orientation focused on differentiation and performance. The results contribute to expanding the scientific debate by filling a gap in existing theory and also provide information of use to decision-makers, demonstrating, which approaches improve differentiation, and hence, performance.

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“…Conocer las estrategias del mercado de consumo de ropa de playa constituye un tema relevante para los estudios de mercadeo de mujeres, ya que el poder adquisitivo y la demanda de la mujer consumidora en cada ciclo de consumo son cada vez más objeto de atención por parte de los diseñadores de tendencias. Sutter et al (2016) enfatiza que la comprensión de los elementos diferenciadores que conforman la oferta nacional de moda profundiza el conocimiento sobre la competitividad de cada colección lanzada. Assis (2010) refuerza esta importancia al mencionar que las mujeres tienen una participación fundamental en la sociedad, debido al aumento significativo de sus actividades sociales, políticas y económicas.…”

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Trends and brazility at female beach fashion collection

Leite

Mello

2019

Vis. futuro

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The objective of this article is to identify the Brazilian marketing attributes presented in the fashion trends of the 2017 collection presented at the two brazilian events, São Paulo Fashion Week (SPFW) and Rio Moda Rio (RMR). This work can be considered an exploratory and descriptive article, especially when it comes to detect trends and changes in behavior. It is possible to conclude that, in part, the attributes of brasility are present in the beach fashion segment. The beach fashion presented in the collection does not contain all the elements of Brazilianness due to market trends. The cultural metaphors are absorbed by the fashion industry, which adapts its products to contemporary women, adapting its portfolio according to the profile of women who are consumers of the moment. It is possible to conclude that the Brazilian attributes are part of the beach fashion segment, however, for the trends of 2017, conclude that the 4 requirements, cited by Sutter (2014), lifestyle, application of craft techniques, shape and volumen, and print attribute, are included at actual trends. Among the attributes of Brazilian studies only the tissue was not found in any of the events studied, the use of ecological and sustainable tissues, apparently, were not used in the collections. This study becomes relevant and original in the way it is conducted, since it recognizes that the trends presented in the fashion collections represent the marketing work and show that several characteristics that are also Brazilian attributes.

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Diferenciação E Competitividade Da Oferta De Moda Brasileira No Mercado Internacional

Cited by 5 publications

References 23 publications

Technological and non-technological trends in fashion eco-innovations

Technological and non-technological trends in fashion eco-innovations

Strategic positioning, differentiation and performance of Brazilian wineries

Trends and brazility at female beach fashion collection

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