{"id":67037,"date":"2013-06-04T00:00:00","date_gmt":"2013-06-04T03:00:00","guid":{"rendered":"http:\/\/site.audaces.com\/fast-fashion-criacao-e-sobrevivencia-das-confeccoes\/"},"modified":"2025-04-11T14:11:24","modified_gmt":"2025-04-11T17:11:24","slug":"fast-fashion-criacao-e-sobrevivencia-das-confeccoes","status":"publish","type":"post","link":"https:\/\/audaces.com\/pt-br\/blog\/fast-fashion-criacao-e-sobrevivencia-das-confeccoes","title":{"rendered":"Fast Fashion: cria\u00e7\u00e3o e sobreviv\u00eancia das confec\u00e7\u00f5es"},"content":{"rendered":"<p>Nas duas \u00faltimas semanas, participei de um treinamento do Senai\/Cetiqt sobre moda r\u00e1pida e, a enxurrada de informa\u00e7\u00f5es a que tive acesso, deixou-me entre instigada e intrigada. Sa\u00ed do <strong>treinamento <\/strong>como se tivesse sob os efeitos de um passeio de montanha russa, algo entre zonza, excitada, assustada, ansiosa e estimulada&#8230;<\/p>\n<p>Fen\u00f4meno relativamente novo no Brasil, o <em>Fast Fashion<\/em> tem passado por ajustes, mas est\u00e1 longe do <strong>modelo <\/strong>&#8211; de sucesso &#8211; desenvolvido por grandes varejistas de <strong>vestu\u00e1rio <\/strong>do mundo, que tem na sueca <strong>H&amp;M<\/strong> e na espanhola <strong>Zara<\/strong>, os exemplos mais conhecidos.<\/p>\n<p>Mas afinal, o que \u00e9 o <em>Fast Fashion<\/em>? Uma produ\u00e7\u00e3o em tempo recorde? Uma <strong>estrat\u00e9gia de marketing<\/strong>? Uma resposta instant\u00e2nea aos apelos do mercado? Um est\u00edmulo que favore\u00e7a o <strong>consumo<\/strong> (ainda mais) \u00e1gil e uma resposta idem do consumidor?<\/p>\n<p style=\"text-align: center;\">\n<p style=\"text-align: center;\"><img decoding=\"async\" style=\"height: 400px; width: 600px;\" src=\"https:\/\/s3-sa-east-1.amazonaws.com\/wordpress-audaces-com\/images\/Blogs\/Cria%C3%A7%C3%A3o\/20130604\/EN_RP%233_fast%2Bfashion%2Bhem.jpg\" alt=\"\" \/><\/p>\n<p style=\"text-align: center;\"><em>Imagem: Imagens de lojas H&amp;M\/ Reprodu\u00e7\u00e3o<\/em><\/p>\n<p>Quest\u00f5es sobre cria\u00e7\u00e3o e <strong>processo criativo<\/strong>, especial e insistentemente, importunaram-me. Como conduzir o processo criativo nesse modelo de gest\u00e3o\/neg\u00f3cio? Como \u00e9 poss\u00edvel adotar um <strong>modelo criativo<\/strong> num processo de informa\u00e7\u00e3o-cria\u00e7\u00e3o-produ\u00e7\u00e3o-distribui\u00e7\u00e3o-consumo de t\u00e3o alta velocidade?<\/p>\n<p>\u00c9 fato que alcan\u00e7ar vantagem competitiva, significa para uma <strong>ind\u00fastria de moda<\/strong>, consolidar sua identidade e personalidade criadora ante ao <strong>mercado consumidor<\/strong>. Para atender \u00e0s necessidades do <em>Fast Fashion<\/em> \u2013 entenda-se alta velocidade nos processos \u2013 \u00e9 preciso que o sistema criativo, de certa forma, v\u00e1 contra o que se entende como essencial para o desenvolvimento de produtos novos e de <strong>qualidade<\/strong>, isto \u00e9, dispor de tempo para a cria\u00e7\u00e3o.<\/p>\n<p>Nesse sentido, \u00e9 poss\u00edvel conceber um produto <strong>inovador <\/strong>que resulte em produtos acess\u00edveis sem serem \u201cc\u00f3pias\u201d? Ou seria o Fast Fashion um \u201cCtrl-C, Ctrl-V\u201d da moda em ampla escala?<\/p>\n<p>Considerando-se uma <strong>metodologia ideal<\/strong> (ou seria idealizada?), o processo de cria\u00e7\u00e3o exige tempo. Mas a <strong>din\u00e2mica do mercado<\/strong> contempor\u00e2neo, hipermoderno e <em>fast<\/em>, n\u00e3o nos oferece\/permite tal tempo \u2013 pelo menos n\u00e3o o que se entende, geralmente, como um per\u00edodo necess\u00e1rio ao <strong>ciclo natural da cria\u00e7\u00e3o<\/strong>.<\/p>\n<p>Compreendendo esse <strong>modelo <\/strong>quase como imperativo em mercados altamente competitivos, conclu\u00ed \u2013 e ressalto que essa n\u00e3o \u00e9 uma opini\u00e3o definitiva e tampouco encerrada sobre a quest\u00e3o \u2013 que no tocante \u00e0 moda r\u00e1pida, ser criativo significa mais ser capaz de propor <strong>solu\u00e7\u00f5es inteligentes <\/strong>(que garantam a <strong>sustentabilidade <\/strong>financeira do neg\u00f3cio) do que oferecer produtos inovadores ao mercado consumidor.<\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" style=\"height: 321px; width: 450px;\" src=\"https:\/\/s3-sa-east-1.amazonaws.com\/wordpress-audaces-com\/images\/Blogs\/Cria%C3%A7%C3%A3o\/20130604\/EN_RP%233_fast%2Bfashion%2BZARA.jpg\" alt=\"\" \/><\/p>\n<p style=\"text-align: center;\"><em>Imagem: Imagens da Zara\/ Reprodu\u00e7\u00e3o<\/em><\/p>\n<p>Mais que uma moda r\u00e1pida, o <em>Fast Fashion<\/em> \u00e9 uma resposta (super) r\u00e1pida \u00e0s conting\u00eancias do mercado. Refere-se aos varejistas conseguirem atender de modo eficiente aos desejos manifestados pelos consumidores por pe\u00e7as j\u00e1 consagradas da esta\u00e7\u00e3o. E (pelo menos), nesse sentido, o Fast Fashion \u00e9 altamente <strong>criativo<\/strong>, levando-se em conta a capacidade de profissionais e empresas de encontrar <strong>solu\u00e7\u00f5es \u00e1geis<\/strong> para oferecer uma resposta adequada \u00e0s quest\u00f5es impostas pelo mercado consumidor.<\/p>\n<p><strong>Por <em>Cl\u00edcia Machado<\/em><br \/>\nConsultora da Federa\u00e7\u00e3o das Ind\u00fastrias de MG<\/strong><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/conteudo.audaces.com\/fast-fashion-como-atuar-div\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" style=\"height: 172px; width: 384px;\" src=\"https:\/\/s3-sa-east-1.amazonaws.com\/wordpress-audaces-com\/images\/Blogs\/Banner%20Ebooks\/EN6-RP.png\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fast Fashion: cria\u00e7\u00e3o e sobreviv\u00eancia das confec\u00e7\u00f5es<\/p>\n","protected":false},"author":54,"featured_media":20406,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[61],"tags":[],"class_list":["post-67037","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestao-negocios-moda"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - 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