DIFFERENTIATION AND COMPETITIVENESS OF BRAZILIAN FASHION OFFER IN INTERNATIONAL MARKET

ABSTRACT Purpose: The research seeks to understand competitiveness of Brazilian fashion export from the perspective of competitive advantage. Originality/gap/relevance/implications: The study advances in Brazilian fashion comprehension, acknowledging the distinctive elements that may compose fashion offer for the international market. It contributes to relate variables seldom investigated as competitive advantage, differentiation and internationalization of Brazilian fashion. As a practical contribution, the research can guide managers seeking to increase its offer abroad by listing distinctive elements of Brazilian fashion. Key methodological aspects: the study is supported by qualitative approach. Data were collected through in-depth interviews with market participants, being five agents to support the insertion of Brazilian fashion into the international market, four agents of demanding markets (organizational consumers). We used the speech analysis technique to examine the data. Summary of key results: In order to compete internationally, Brazilian fashion supply may be based on: 1. design; 2. quality in sewing, cutting, machining, modeling, proper use of raw materials and comfort of the piece, 3. support and services; 4. development of attributes related to the country of origin, such as color, vibration, relaxation, joy, and image of Brazil, 5. deal prices suitable to offer. Key considerations/conclusions: Brazilian fashion abroad is still inserted modestly. Brazilian fashion managers can support their offer on attributes related to country of origin, always focusing on the global consumer, as well as on price and quality, since they are still inhibiting factors of the international performance of Brazilian fashion.摘要 研究目的：本研究旨在从竞争优势视角探析巴西时尚出口的竞争力。 原创性/研究缺口/研究价值/实践启示：本研究深化了对巴西时尚产业的认知，明确了可构成面向国际市场的时尚供给的特色要素；其学术贡献在于将此前较少被探讨的相关变量与竞争优势、差异化经营及巴西时尚产业国际化进行关联。从实践层面而言，本研究通过梳理巴西时尚产业的特色要素，可为寻求拓展海外业务的企业管理者提供决策参考。 核心研究方法：本研究采用质性研究方法。通过对市场参与者开展深度访谈收集数据，受访对象包含5名助力巴西时尚产业打入国际市场的从业者，以及4名来自需求端市场的机构消费者。本研究采用话语分析法对采集到的调研数据进行分析。 核心研究结果总结：若要在国际市场中参与竞争，巴西时尚产品的供给可依托以下核心要素：1. 设计能力；2. 缝纫、剪裁、加工、制版等工艺质量，原材料的合理使用以及成衣的舒适度；3. 配套支持与服务体系；4. 打造与巴西国家形象相关联的属性特征，如色彩、活力、松弛感、愉悦氛围以及巴西国家意象；5. 适配市场的合理定价策略。 核心思考与结论：巴西时尚产业在海外市场的渗透仍相对有限。巴西时尚企业管理者可依托与国家形象相关的属性特征开展产品供给，始终以全球消费者为核心，同时兼顾定价与质量——这两点仍是制约巴西时尚产业国际市场表现的关键阻碍因素。