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Pandemia e Transformação no setor têxtil: Análise das Estratégias da Inditex e H&M face ao COVID-19
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A pandemia provocada pelo vírus SARS-CoV-2 originou uma crise sanitária e económica de escala global que expôs a vulnerabilidade dos modelos de negócio tradicionais e obrigou as organizações a reconfigurarem as suas estratégias de atuação. O setor têxtil, dada a sua forte dependência de cadeias de abastecimento internacionais e a sua inserção num mercado altamente competitivo, foi especialmente afetado, enfrentando constrangimentos logísticos, diminuição da procura e alterações no comportamento dos consumidores. Ao mesmo tempo, a pandemia evidenciou a relevância estratégica deste setor na recuperação económica, impulsionando a adoção de práticas sustentáveis e socialmente responsáveis. Neste contexto, a presente dissertação analisa as estratégias de marketing internacional adotadas pelos Grupos Inditex e Hennes & Mauritz (H&M), com o intuito de compreender como estas organizações, líderes no setor têxtil, responderam aos desafios impostos pelo contexto pandémico entre 2019 e 2023. O estudo adota uma abordagem qualitativa, recorrendo ao método do estudo de caso e à análise documental dos relatórios anuais dos grupos empresariais no período compreendido entre 2019 e 2023, identificando três eixos estratégicos centrais: marketing digital, sustentabilidade e responsabilidade social empresarial. Estes eixos apresentam-se como pilares fundamentais na adaptação das empresas ao novo contexto de mercado, caracterizado por disrupções nas cadeias de abastecimento, alterações no comportamento do consumidor e crescente pressão social, ambiental e económica. Os resultados evidenciam que ambos os Grupos conseguiram mitigar os efeitos da crise, ao alinhar as suas estratégias de marketing com as exigências emergentes de consumidores e mercados globais. A análise permite, assim, concluir que a pandemia impulsionou transformações profundas no setor, acelerando tendências já existentes e promovendo modelos de negócio mais resilientes e sustentáveis. Apesar da relevância dos casos analisados, as conclusões não devem ser generalizadas. São sugeridas investigações futuras que ampliem o universo de análise e explorem outras realidades empresariais, bem como estudos empíricos que aprofundem a relação entre marketing, sustentabilidade e desempenho organizacional em cenários de crise.
The pandemic caused by the SARS-CoV-2 virus led to a global health and economic crisis that exposed the vulnerability of traditional business models, forcing organizations to rethink their operating strategies. The textile sector, given its strong dependence on international supply chains and its insertion into a highly competitive market, was particularly impacted, facing logistical constraints, including decreased demand, and changes in consumer behavior. At the same time, the pandemic also highlighted the strategic relevance of this sector when it came to the economic recovery, boosting the adoption of sustainable and socially responsible practices. In this context, the present dissertation analyzes the international marketing strategies adopted by the companies Inditex and Hennes & Mauritz (H&M), with the aim of understanding how these organizations, which are leaders in the textile sector, responded to the challenges imposed by the pandemic context between 2019 and 2023. The study adopts a qualitative approach, using the case study method and documentary analysis of the annual reports of business groups for the period 2019-2023, identifying three central strategic axes: digital marketing, sustainability, and corporate social responsibility. These axes represent fundamental pillars in companies adaptation to the new market context, characterized by supply chains disruptions, changes in consumer behavior, and increasing social, environmental, and economic pressures. The results show that both companies managed to mitigate the effects of the crisis by aligning their marketing strategies with the emerging demands of global consumers and markets. The analysis thus allows us to conclude that the pandemic spurred profound transformations in the sector, accelerating existing trends and promoting more resilient and sustainable business models. Despite the relevance of the analyzed cases, the conclusions should not be generalized. Future investigations are suggested to broaden the universe of analysis and explore other business realities, as well as empirical studies that delve deeper into the relationship between marketing, sustainability, and organizational performance in crisis scenarios.
The pandemic caused by the SARS-CoV-2 virus led to a global health and economic crisis that exposed the vulnerability of traditional business models, forcing organizations to rethink their operating strategies. The textile sector, given its strong dependence on international supply chains and its insertion into a highly competitive market, was particularly impacted, facing logistical constraints, including decreased demand, and changes in consumer behavior. At the same time, the pandemic also highlighted the strategic relevance of this sector when it came to the economic recovery, boosting the adoption of sustainable and socially responsible practices. In this context, the present dissertation analyzes the international marketing strategies adopted by the companies Inditex and Hennes & Mauritz (H&M), with the aim of understanding how these organizations, which are leaders in the textile sector, responded to the challenges imposed by the pandemic context between 2019 and 2023. The study adopts a qualitative approach, using the case study method and documentary analysis of the annual reports of business groups for the period 2019-2023, identifying three central strategic axes: digital marketing, sustainability, and corporate social responsibility. These axes represent fundamental pillars in companies adaptation to the new market context, characterized by supply chains disruptions, changes in consumer behavior, and increasing social, environmental, and economic pressures. The results show that both companies managed to mitigate the effects of the crisis by aligning their marketing strategies with the emerging demands of global consumers and markets. The analysis thus allows us to conclude that the pandemic spurred profound transformations in the sector, accelerating existing trends and promoting more resilient and sustainable business models. Despite the relevance of the analyzed cases, the conclusions should not be generalized. Future investigations are suggested to broaden the universe of analysis and explore other business realities, as well as empirical studies that delve deeper into the relationship between marketing, sustainability, and organizational performance in crisis scenarios.
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Palavras-chave
Covid-19 Marketing Marketing Digital Responsabilidade Social
Empresarial Setor Têxtil Sustentabilidade