Risks in fashion: recommendations for retail apparel product development from experts perspective
DOI:
https://doi.org/10.5965/1982615x14342021284Keywords:
fashion collection, risks, retailAbstract
The article investigates the risks involved in retail apparel product development. Due to the complexity of the fashion business due to short production cycles, the subjective variables involved in consumer decision making, and the difficulty in balancing collection attributes, the risks of apparel products not having a satisfactory commercial performance is significant. Thus, the objective of the research was to propose recommendations associated with retail apparel product development to reduce the risks of poor collection performance from the perspective of experts. To this end, an applied research was carried out combining the quantitative and qualitative methods in a single data collection instrument. Theory addressed the main risks of fashion according to Cietta (2017), Kotler, Armstrong and Opresnik (2018), Shaw and Koumbis (2014), among others. The resulting set of recommendations addresses aspects related to the company's target audience, performance indicators, planning, schedule, and agility, among others. As a product of the research, a visual matrix was presented with the recommendations related to the main risks identified.
Downloads
References
ADAMI, L. G. Análise e Previsão de Demanda de Peças de Vestuário em uma Microempresa de Campo Grande/MS. Trabalho de Conclusão de Curso (Graduação) de Engenharia de Produção. Universidade Tecnológica Federal do Paraná. Medianeira, 2015.
BAHNG, Youngjin; KINCADE, Doris H.; ROGERS, Farrokh Trevor. Assortment Planning for Retail Buying, Retail Store Operations, and Firm Performance. Journal of Distribution Science, Coréia, v. 16, p. 15-27, ago. 2018.
BERKHOUT, Constant. Assortment and Merchandising Strategy: building a retail plan to improve shopper experience. Holanda: Palgrave Macmillan, 2019.
BIASIO, Roberto. Sistema de apoio à decisão para definição de mix de produtos em empresas comerciais varejistas. 2009. Tese de Doutorado em Administração - Programa de Pós-Graduação em Administração, Universidade Federal do Rio Grande do Sul, Porto Alegre, 2009.
CHOI, Tsan-Ming. Launching the right new product among multiple product candidates in fashion: Optimal choice and coordination with risk consideration. International Journal of Production Economics, Hong Kong, v. 202, p. 162-171, 2018.
CIETTA, Enrico. A Economia da Moda. São Paulo: Estação das Letras e Cores, 2017.
COSTA, Eduardo Ferreira. Comprador de Moda. São Paulo: Editora Senac São Paulo, 2011.
CUNICO, Letícia; DIAS JUNIOR, Claudelino Martins. Planejamento de produto e fluxo informacional em empresas do setor de confecção. Design e Tecnologia, v. 9, n. 18, p. 32-50, 30 jun. 2019.
IEMI. Lojas de departamento lideram vendas em valores entre os canais de varejo de vestuário. São Paulo, 2019. Disponível em: http://www.iemi.com.br/lojas-de-departamento-lideram-vendas-em-valores-entre-os-canais-de-varejo-de-vestuario-2/. Acesso em: 28 out. 2019.
HERMES, Lisiane Caroline Rodrigues; KLEIN, Maruen Mattei; SAUSEN, Jorge Oneide. As estratégias do mix de varejo como recurso gerador de vantagem competitiva: um estudo de caso em lojas de vestuário. In: XXI Jornada de Pesquisa Salão do Conhecimento Unijuí. Rio Grande do Sul: Ijuí, 2016.
LEVY, Michael; WEITZ, Barton A., GREWAL, Dhruv. Retailing Management. New York: McGraw Hill Education, 2014.
LIBÂNIO, Cláudia; AMARAL, Fernando. A Design Management Framework for the Fashion Industry. Brazilian Business Review, v. 14, n. 1, p. 1–20, 2 jan. 2017.
LIAO, Zhixue et al. A Me-based rough approximation approach for multi-period and multi-product fashion assortment planning problem with substitution. Expert Systems with Applications, China, v. 84, p. 127-142, maio. 2017.
PARENTE, Juracy; BARKI, Edgard. Varejo no Brasil: Gestão e Estratégia. São Paulo: Atlas, 2014.
ROSENAU, Jeremy A.; WILSON, David L. Apparel Merchandising: the line starts here. 2. New York: Fairchild Publicantions, Inc., 2007.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Cristina Rodrigues Barbosa, Silene Seibel
![Creative Commons License](http://i.creativecommons.org/l/by-nc/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
When submitting an article for publication in ModaPalavra e-periodico, the author (s) agree (s) with the following terms:
- Authors maintain the copyright in their manuscripts and grant the journal the right of first publication, with work simultaneously licensed under the Creative Commons Attribution-NonCommercial 4.0 International, which allows sharing the work with the acknowledgment of authorship and the initial publication in the journal without payment ;
- Authors may use the same results in other publications after the first publication, provided that they indicate ModaPalavra e-journal as the original publication medium;
- Authors are authorized to take additional contracts, separately, only after the original publication in ModaPalavra e-journal, provided they indicate ModaPalavra e-journal as the original publication medium;
- Authors are allowed and encouraged to publish and distribute their work online (eg in institutional repositories or on their personal page), only after the editorial process and the first publication, provided they indicate ModaPalavra e-journal as the original publication medium;
- To indicate ModaPalavra e-journal as the original publication medium, authors should use the following text template: "This article was originally published by ModaPalavra e-periodical, under a CC BY NC license, in its volume [insert volume] number [insert number] in the year of [insert year], and can be accessed at: http://www.revistas.udesc.br/index.php/modapalavra/ ";
- The opinions expressed in the articles are the author’s sole responsibility, not necessarily reflecting the journal’s opinion. The publication of any material that is owned and held in copyright by a third party, including – but not limited to - articles, photos or drawings was previously authorized by their representatives to be published in ModaPalavra e-journal.