Princípios norteadores da economia criativa no mercado de moda cearense

Abstract

This research aims to investigate how fashion in the state of Ceará, Brazil, is aligned with the guiding principles of the creative economy - Brazilian cultural diversity, sustainability, innovation and social inclusion - focusing on authorial fashion brands as research subjects. The study uses a qualitative research methodology with an interpretive approach and collection of raw data. Questionnaire instruments and semi-structured interviews were applied as data collection methods. Data collected through questionnaires and transcription of interviews were submitted to exploratory data analysis and content analysis, respectively. As research results, it was verified that cultural diversity is valued and widely applied to collections of the analyzed brands. It was considered more important the use of Brazilian identity as a form of cultural expression than as commercial competitive advantage. Regarding the use of cultural diversity, the application of Brazilian typical references was the variable with the highest average. Among these references, we can highlight handcraft, happiness, sensuality and colors. It was observed a high level of understanding about sustainability among the respondents who reported actions related to environmental, social and economic dimensions. Results indicated that brands give more importance to the improvement of production processes, and most of the actions are related to the reuse of solid waste in order to promote social inclusion, economic efficiency and environmental protection. It was also observed that innovation is the most valued principle by the authorial fashion of Ceará's. Sustainability was corroborated as a guiding principle, since incremental innovation is mainly applied through application of new forms of modeling, use of new materials and improvement of the production process. It was also observed that some of the designers from Ceará are pioneer in several work processes and are recognized nationally and internationally because of their strategic vision and broken paradigms. Regarding social inclusion, brands are concerned about the productive inclusion of vulnerable population. However, they do not care about how different groups of the society will have the right to consume creative goods. Aiming to the main objective of this research, it was concluded that, in general, Ceará’s fashion is aligned with the guiding principles of creative economy, albeit in different proportions. Subjects make clear the importance of each of the principles as a competitive advantage and as individual values of the brands and designers represented.