Differentiation and Competitiveness of Brazilian Fashion offer in International Market
Keywords:
Brazilian fashion. Competitive advantage. Fashion export. Differentiation. Competitiveness.Abstract
Purpose: The research seeks to understand competitiveness of Brazilian fashion export from the perspective of competitive advantage.
Originality/Gap/Relevance/Implications: The study advances in Brazilian fashion comprehension acknowledging the distinctive elements that may compose fashion offer for the international market. It contributes to relate variables seldom investigated as competitive advantage, differentiation and internationalization of Brazilian fashion. As a practical contribution, the research can guide managers seeking to increase its offer abroad by listing distinctive elements of Brazilian fashion.
Key methodological aspects: the study is supported by qualitative approach. Data were collected through in-depth interviews with market participants, five agents to support the insertion of Brazilian fashion in the international market four plaintiffs’ market agents (organizational consumers). We used the speech analysis technique to examine the data.
Summary of key results: In order to compete internationally, Brazilian fashion supply may be based on: 1) design; 2) quality in sewing, cutting, machining, modeling, proper use of raw materials and comfort of the piece, 3) support and services; 4) development of attributes related to the country of origin, such as color, vibration, relaxation, joy, and image of Brazil, 5) deal prices suitable to offer.
Key considerations/conclusions: Brazilian fashion abroad is still modest. Brazilian fashion managers can support their offer on attributes related to country of origin always focusing on global consumer, price and quality, since they still show inhibiting factors of the international performance of Brazilian fashion.
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