The men footwear industry in Brazil: challenges and opportunities

Detalhes bibliográficos
Autor(a) principal: Flores, Giovana Domingues
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
Texto Completo: http://hdl.handle.net/10438/24899
Resumo: After a deep economic crisis that started in 2014 and the entrance of Chinese products in the Brazilian footwear market, many manufacturers and retailers have experienced drop in sales and mass layoffs. These events served as a trigger for the study of the underlying factors that have caused the unfortunate events affecting the footwear industry. The purpose of this paper is to gather an industry perspective on what are the main threats the Brazilian footwear industry is facing nowadays and assess whether they are long or short term ones. In order to understand how these factors have impacted in the long term competitive advantage of the chain, 4 interviews were conducted with people working for a retail chain, a questionnaire was sent out to 9 manufacturers of leather shoes, and an online survey was sent out to more than 100 men about their consumption habits of footwear. The changes perceived in consumer preferences represented the biggest threat, given that new trends related to sports shoes and sneakers shifted the focus of the consumer towards international brands and shoes made of different material rather than leather, such as rubber, textile and EVA, mainly produced in China. This threat represents not only a temporary state of the fashion trends, but rather a long term one based on technological innovation and research that are permitted these companies not only with superior products, but also with lower production costs derived from cost efficiencies which are hard to compete with and imitate by the local manufacturers.
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spelling Flores, Giovana DominguesEscolas::EAESPMorgado, Maurício GerbaudoStrehlau, Vivian IaraLourenço, Carlos Eduardo2018-10-17T12:21:35Z2018-10-17T12:21:35Z2018-09http://hdl.handle.net/10438/24899After a deep economic crisis that started in 2014 and the entrance of Chinese products in the Brazilian footwear market, many manufacturers and retailers have experienced drop in sales and mass layoffs. These events served as a trigger for the study of the underlying factors that have caused the unfortunate events affecting the footwear industry. The purpose of this paper is to gather an industry perspective on what are the main threats the Brazilian footwear industry is facing nowadays and assess whether they are long or short term ones. In order to understand how these factors have impacted in the long term competitive advantage of the chain, 4 interviews were conducted with people working for a retail chain, a questionnaire was sent out to 9 manufacturers of leather shoes, and an online survey was sent out to more than 100 men about their consumption habits of footwear. The changes perceived in consumer preferences represented the biggest threat, given that new trends related to sports shoes and sneakers shifted the focus of the consumer towards international brands and shoes made of different material rather than leather, such as rubber, textile and EVA, mainly produced in China. This threat represents not only a temporary state of the fashion trends, but rather a long term one based on technological innovation and research that are permitted these companies not only with superior products, but also with lower production costs derived from cost efficiencies which are hard to compete with and imitate by the local manufacturers.Após uma profunda recessão iniciada em 2014 e a entrada de produtos chineses no Mercado de calçados brasileiro, muitos fabricantes e varejistas enfrentaram queda nas vendas e demissões em massa. Esses eventos serviram como gatilho para o estudo dos fatores subjacentes que causaram os eventos lamentáveis que afetaram a indústria calçadista. O propósito deste estudo é consolidar a perspectiva da indústria sobre quais são as maiores ameaças que o mercado de calçados brasileiro enfrenta nos dias de hoje e avaliar se são ameaças de longo ou curto prazo. Para entender como esses fatores impactaram na competitividade da cadeia, 4 entrevistas foram conduzidas com pessoas trabalhando para uma rede varejista, um questionário foi enviado para 9 fabricantes de calçados de couro e uma pesquisa online foi enviada para 100 homens sobre seus hábitos de consumo de calçados. As mudanças percebidas relacionadas às preferencias do consumidor representaram a maior ameaça, dado que novas tendências voltadas para calçados esportivos e sneakers mudaram o foco do consumidor para marcas internacionais e calçados produzidos com outros materiais que não o couro, como borracha, tecido e Eva, majoritariamente produzidos na China. Essa ameaça representa não apenas um estado temporário das tendências da moda, mas sim uma de longo prazo baseada em inovação tecnológica e pesquisa, que permitiu que essas empresas não só fabricassem produtos superiores, mas também com custos de produção muito mais baixos devido a ganhos de eficiência que são difíceis de competir e de serem imitados pelos fabricantes locais.engFootwearShoesLeatherIndustryBrazilCalçadoSapatoCouroIndústriaBrasilChinaCiência políticaCalçados - Indústria - BrasilProjetos de desenvolvimentoDesenvolvimento organizacionalThe men footwear industry in Brazil: challenges and opportunitiesinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVTEXTGiovana.Flores.pdf.txtGiovana.Flores.pdf.txtExtracted 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dc.title.eng.fl_str_mv The men footwear industry in Brazil: challenges and opportunities
title The men footwear industry in Brazil: challenges and opportunities
spellingShingle The men footwear industry in Brazil: challenges and opportunities
Flores, Giovana Domingues
Footwear
Shoes
Leather
Industry
Brazil
Calçado
Sapato
Couro
Indústria
Brasil
China
Ciência política
Calçados - Indústria - Brasil
Projetos de desenvolvimento
Desenvolvimento organizacional
title_short The men footwear industry in Brazil: challenges and opportunities
title_full The men footwear industry in Brazil: challenges and opportunities
title_fullStr The men footwear industry in Brazil: challenges and opportunities
title_full_unstemmed The men footwear industry in Brazil: challenges and opportunities
title_sort The men footwear industry in Brazil: challenges and opportunities
author Flores, Giovana Domingues
author_facet Flores, Giovana Domingues
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EAESP
dc.contributor.member.none.fl_str_mv Morgado, Maurício Gerbaudo
Strehlau, Vivian Iara
dc.contributor.author.fl_str_mv Flores, Giovana Domingues
dc.contributor.advisor1.fl_str_mv Lourenço, Carlos Eduardo
contributor_str_mv Lourenço, Carlos Eduardo
dc.subject.eng.fl_str_mv Footwear
Shoes
Leather
Industry
Brazil
topic Footwear
Shoes
Leather
Industry
Brazil
Calçado
Sapato
Couro
Indústria
Brasil
China
Ciência política
Calçados - Indústria - Brasil
Projetos de desenvolvimento
Desenvolvimento organizacional
dc.subject.por.fl_str_mv Calçado
Sapato
Couro
Indústria
Brasil
China
dc.subject.area.por.fl_str_mv Ciência política
dc.subject.bibliodata.por.fl_str_mv Calçados - Indústria - Brasil
Projetos de desenvolvimento
Desenvolvimento organizacional
description After a deep economic crisis that started in 2014 and the entrance of Chinese products in the Brazilian footwear market, many manufacturers and retailers have experienced drop in sales and mass layoffs. These events served as a trigger for the study of the underlying factors that have caused the unfortunate events affecting the footwear industry. The purpose of this paper is to gather an industry perspective on what are the main threats the Brazilian footwear industry is facing nowadays and assess whether they are long or short term ones. In order to understand how these factors have impacted in the long term competitive advantage of the chain, 4 interviews were conducted with people working for a retail chain, a questionnaire was sent out to 9 manufacturers of leather shoes, and an online survey was sent out to more than 100 men about their consumption habits of footwear. The changes perceived in consumer preferences represented the biggest threat, given that new trends related to sports shoes and sneakers shifted the focus of the consumer towards international brands and shoes made of different material rather than leather, such as rubber, textile and EVA, mainly produced in China. This threat represents not only a temporary state of the fashion trends, but rather a long term one based on technological innovation and research that are permitted these companies not only with superior products, but also with lower production costs derived from cost efficiencies which are hard to compete with and imitate by the local manufacturers.
publishDate 2018
dc.date.accessioned.fl_str_mv 2018-10-17T12:21:35Z
dc.date.available.fl_str_mv 2018-10-17T12:21:35Z
dc.date.issued.fl_str_mv 2018-09
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