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Abstract(s)
Nos últimos anos, a indústria da moda enfrentou muitos desafios e transformações, bem
como inúmeras críticas acerca do seu impacto a nível socioambiental no planeta. A ascensão
da web 2.0 também representou grandes mudanças no que diz respeito ao consumo no setor
da moda, principalmente desempenhando um papel catalisador na aceleração do ciclo de
tendências e impulsionando o hiperconsumo. Em meio a esse cenário, crescem entre as
marcas de moda discussões acerca da função do calendário tradicional de lançamentos e sua
viabilidade no futuro. Muitas empresas se voltaram para o sistema de lançamento em drops e
para a diminuição das suas coleções como uma solução para otimizar o ritmo e volume de
produção. A redução da dimensão das coleções também surge como tópico de discussão
dentro do movimento slow fashion, em um esforço de reconstruir a indústria da moda a
partir de uma ótica sustentável. Através da revisão bibliográfica e do estudo de caso da marca
brasileira Loja Três, esta pesquisa tem como objetivo central entender como marcas de moda
conseguem utilizar a estratégia de drops e quais são seus efeitos. No final da dissertação,
conclui-se que o modelo de pequenos lançamentos, quando implementados em um contexto
que preserva práticas produtivas éticas, oferece uma série de benefícios para as marcas de
moda, podendo se tornar uma vantagem competitiva para empresas menores.
In recent years, the fashion industry has faced many challenges and transformations, as well as numerous criticisms regarding its socio-environmental impact on the planet. The rise of web 2.0 has also represented major changes when it comes to consumption in the fashion sector, mainly playing a catalytic role in accelerating the trend cycle and driving hyperconsumption. Amid this scenario, discussions are growing among fashion brands about the role of the traditional launch calendar and its viability in the future. Many companies have turned to the drop release system and to the reduction of their collections as a solution to optimize their productions. Reducing the size of collections also appears as a topic of discussion within the slow fashion movement, in an effort to rebuild the fashion industry from a sustainable perspective. Through a literature review and a case study of the Brazilian brand Loja Três, this research's central purpose is to understand how fashion brands are able to use the drops strategy and what its effects are. At the end of the dissertation, it is concluded that the small launch model, when implemented in a context that preserves ethical production practices, offers a series of benefits for fashion brands and can become a competitive advantage for smaller companies.
In recent years, the fashion industry has faced many challenges and transformations, as well as numerous criticisms regarding its socio-environmental impact on the planet. The rise of web 2.0 has also represented major changes when it comes to consumption in the fashion sector, mainly playing a catalytic role in accelerating the trend cycle and driving hyperconsumption. Amid this scenario, discussions are growing among fashion brands about the role of the traditional launch calendar and its viability in the future. Many companies have turned to the drop release system and to the reduction of their collections as a solution to optimize their productions. Reducing the size of collections also appears as a topic of discussion within the slow fashion movement, in an effort to rebuild the fashion industry from a sustainable perspective. Through a literature review and a case study of the Brazilian brand Loja Três, this research's central purpose is to understand how fashion brands are able to use the drops strategy and what its effects are. At the end of the dissertation, it is concluded that the small launch model, when implemented in a context that preserves ethical production practices, offers a series of benefits for fashion brands and can become a competitive advantage for smaller companies.
Description
Keywords
Indústria da Moda Lançamento em Drops Loja Três Slow Fashion