Estratégias competitivas para pequenos produtores de marca autoral de um ecossistema criativo de moda.

Abstract

The purpose of this report is to present competitive strategies implemented in small fashion designer businesses that are part of a creative ecosystem in the Metropolitan Region of Recife. A research was carried out to investigate alternatives and apply them, aiming at improving management and innovation, with a consequent increase in competitiveness and access to new markets by these small businesses producing authorial fashion brands. In this perspective, the research considered two stages: a literature review and a field study. In the first stage, diversified theoretical sources support the strategic approach to design in companies, according to the Design Management model, management theories and the relationship between design and competitiveness and innovation to point out ways of accessing new markets, considering the context of the creative fashion ecosystem and its interrelationships. The second part of the research follows the methods of observation and semi-structured interview with entrepreneurs of small businesses in the fashion segment who develop and commercialize authorial products. The analysis of the results is based on the list of theoretical and practical data of the research, to indicate the strategies that aim to add value to small businesses of authorial fashion, through management qualification and improvement programs that make them more competitive in the market.