Dimensões competitivas da moda: uma análise comparativa entre o varejo tradicional e o fast fashion

Abstract

Fashion has been constantly changing over time. In recent years, consumers have shifted from being spectators to protagonists and generators of fashion trends. In order to adapt to the new demands of the market, some traditional retailers migrated to fast fashion retail. As a consequence, some dimensions have been valued at the expense of others. In this context, this study aims to evaluate the competitive dimensions of fashion in traditional retail and fast fashion. To achieve the main goal, some specific goals were defined as well: a) prioritization of the competitive dimensions identified in the traditional fashion retail chain; b) prioritization of the competitive dimensions identified in the fast fashion retail chain; and c) to compare and discuss the importance of the competitive dimensions of traditional retail and fast fashion. The methodological approach used was the combined model (qualitative and quantitative) using the Analytic Hierarchy Process (AHP) method. Six fashion retail companies from three different nationalities with a revenue of more than US $ 1 billion were selected. In the qualitative phase, four managers participated in the research, and thirteen managers participated in the application of AHP in the quantitative phase. As a first unprecedented result in the scope of this universe of research, this thesis identified the competitive dimensions in fashion retail as being price, quality, flexibility, service, innovation, delivery, customer and socio-environmental responsibility. Another aspect related to the novelty is the comparison aspect - it was observed that the two types of retail present differences regarding the prioritization of the competitive dimensions. Price, quality and flexibility stood out in traditional retail. In fast fashion, customer prioritization, flexibility and innovation took place. Another aspect that deserves to be highlighted is that the research aims to serve as support for fashion retail managers and for researchers who want to better understand the competitive dimensions prioritized by Brazilian fashion retail companies.