Processo de inovação na indústria de vestuário

Abstract

The garment industry is one of the most productive sectors in Brazil. This productivity develops formal and informal manner, generating a wide offer and taking the industry to seek innovative strategies to differentiate your product in the market. This innovation is not just about products and services; may include processes, technologies, target market, suppliers and supply chain management. As the object of research has been the Class of the Turma da Malha – TRM industry, leased in Fortaleza-CE, company engaged in children's fashion market and has been consolidated as diffuser sets. Proposed as general objective to analyze the innovations in product development for a company of kidswear. To achieve it the adopted methodology was qualitative-descriptive character, being the research established in a single case study, supported by bibliographic and documentary research, which made it possible to ratify through examples the theme proposed. Find, in the first phase, the company is large and own brand develops exclusive products. The distribution of the goods occurs through representatives that serve more than 3,100 retailers, being the end customer children and adolescentes and competitors other youth brands that operate in the country's East axis. Produces four collections a year, developed through research of trends on the internet listing and classifying books, images, colors, shapes, models, types of fabrics, materials, and places to be visited. In the second phase, it was found that the dominant strategy is incremental innovation, because each collection are made adaptations of models already worked, followed by radical innovation, which delas with the changes of operational processes, aimed at the improvement of processes and the cost-benefit ratio for company and client. This research concludes that even acting in a competitive market, the TRM can stand out and keep innovating every collection.