Fast-Fashion Laughing: Irreverence, Imitation and Innovation

Detalhes bibliográficos
Autor(a) principal: Giongo, Marina Anderle
Data de Publicação: 2015
Outros Autores: Szabluk, Daniela, Linden, Júlio Carlos de Souza van der
Tipo de documento: Artigo
Idioma: por
Título da fonte: ModaPalavra e-periódico
Texto Completo: https://www.revistas.udesc.br/index.php/modapalavra/article/view/6875
Resumo: In this paper we analyze strategies used by Budha Khe Rhi, a Brazilian fashion company. Our research approach was single case study, based on document analysis, field observation and interviews with company's marketing director. In order to analyze strategies the company has implemented to innovate, we adopted the Ten Types of Innovation Framework (KELLEY et al, 2013). Budha Khe Rhi has developed as a well-known brand associated with lifestyle and experiences that young people value. Nowadays, after expansion by means of opening new stores and franchising, the company is transitioning to a strategy near to fast-fashion. Results show that it stands out in seven of the ten types of innovation framework: Profit model and Network (Configuration); Product performance (Offering); and Service, Channel, Brand and Customer Engagement (Experience). Product is not its strong point, although they have some remarkable innovations. The major innovations involve a new way to interact with fans and share the brand lifestyle. The main factor that fosters innovation is related to managers' predisposition to encourage collaborators to think about best practices on their work and also implement new solutions.
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spelling Fast-Fashion Laughing: Irreverence, Imitation and InnovationFast-Fashion Laughing: Irreverence, Imitation and Innovationfast-fashionmarca de modatipos de inovaçãofast-fashionfashion brandtypes of innovationIn this paper we analyze strategies used by Budha Khe Rhi, a Brazilian fashion company. Our research approach was single case study, based on document analysis, field observation and interviews with company's marketing director. In order to analyze strategies the company has implemented to innovate, we adopted the Ten Types of Innovation Framework (KELLEY et al, 2013). Budha Khe Rhi has developed as a well-known brand associated with lifestyle and experiences that young people value. Nowadays, after expansion by means of opening new stores and franchising, the company is transitioning to a strategy near to fast-fashion. Results show that it stands out in seven of the ten types of innovation framework: Profit model and Network (Configuration); Product performance (Offering); and Service, Channel, Brand and Customer Engagement (Experience). Product is not its strong point, although they have some remarkable innovations. The major innovations involve a new way to interact with fans and share the brand lifestyle. The main factor that fosters innovation is related to managers' predisposition to encourage collaborators to think about best practices on their work and also implement new solutions.Este artigo apresenta uma análise das estratégias utilizadas pela Budha Khe Rhi, uma empresa brasileira de moda. A abordagem de pesquisa adotada foi o estudo de caso único, baseado em análise documental, observação de campo e entrevistas com o diretor de marketing da empresa. A Budha Khe Rhi desenvolveu-se como uma marca reconhecida e associada a estilo de vida e experiências que os jovens valorizam. Hoje em dia, após a expansão por meio de abertura de franquias, a empresa está em transição para uma estratégia próxima ao fast-fashion. A fim de analisar as estratégias que a empresa tem implementado para inovar, foi adotado o framework Dez Tipos de Inovação (KELLEY et al, 2013). Os resultados mostram que a empresa destaca-se em sete dos dez tipos de inovação: modelo de negócio e rede (configuração); Desempenho do produto (Oferta); e Serviço, Canal, Marca e Engajamento do Cliente (Experiência). O produto não é seu ponto forte, embora haja algumas inovações notáveis. As principais inovações dizem respeito a uma nova maneira de interagir com os fãs e compartilhar o estilo de vida da marca. O principal fator que promove a inovação está relacionada com a predisposição dos gestores para incentivar os funcionários a pensar sobre melhores práticas no seu trabalho e também implementar novas soluções.Universidade do Estado de Santa Catarina2015-03-15info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/687510.5965/1982615x09012015042ModaPalavra e-periódico; 2015: Edição Especial IDEMi; 045-057ModaPalavra e-periódico; 2015: Edição Especial IDEMi; 045-057 Modapalavra e-periódico; 2015: Edição Especial IDEMi; 045-0571982-615X10.5965/1982615x09012015reponame:ModaPalavra e-periódicoinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/modapalavra/article/view/6875/5015Copyright (c) 2016 Daniela Szabluk, Marina Anderle Giongo, Júlio Carlos de Souza van der Lindenhttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessGiongo, Marina AnderleSzabluk, DanielaLinden, Júlio Carlos de Souza van der2023-03-07T14:50:19Zoai::article/6875Revistahttps://www.revistas.udesc.br/index.php/modapalavraPUBhttps://www.revistas.udesc.br/index.php/modapalavra/oai||modapalavra@gmail.com1982-615X1982-615Xopendoar:2023-03-07T14:50:19ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv Fast-Fashion Laughing: Irreverence, Imitation and Innovation
Fast-Fashion Laughing: Irreverence, Imitation and Innovation
title Fast-Fashion Laughing: Irreverence, Imitation and Innovation
spellingShingle Fast-Fashion Laughing: Irreverence, Imitation and Innovation
Giongo, Marina Anderle
fast-fashion
marca de moda
tipos de inovação
fast-fashion
fashion brand
types of innovation
title_short Fast-Fashion Laughing: Irreverence, Imitation and Innovation
title_full Fast-Fashion Laughing: Irreverence, Imitation and Innovation
title_fullStr Fast-Fashion Laughing: Irreverence, Imitation and Innovation
title_full_unstemmed Fast-Fashion Laughing: Irreverence, Imitation and Innovation
title_sort Fast-Fashion Laughing: Irreverence, Imitation and Innovation
author Giongo, Marina Anderle
author_facet Giongo, Marina Anderle
Szabluk, Daniela
Linden, Júlio Carlos de Souza van der
author_role author
author2 Szabluk, Daniela
Linden, Júlio Carlos de Souza van der
author2_role author
author
dc.contributor.author.fl_str_mv Giongo, Marina Anderle
Szabluk, Daniela
Linden, Júlio Carlos de Souza van der
dc.subject.por.fl_str_mv fast-fashion
marca de moda
tipos de inovação
fast-fashion
fashion brand
types of innovation
topic fast-fashion
marca de moda
tipos de inovação
fast-fashion
fashion brand
types of innovation
description In this paper we analyze strategies used by Budha Khe Rhi, a Brazilian fashion company. Our research approach was single case study, based on document analysis, field observation and interviews with company's marketing director. In order to analyze strategies the company has implemented to innovate, we adopted the Ten Types of Innovation Framework (KELLEY et al, 2013). Budha Khe Rhi has developed as a well-known brand associated with lifestyle and experiences that young people value. Nowadays, after expansion by means of opening new stores and franchising, the company is transitioning to a strategy near to fast-fashion. Results show that it stands out in seven of the ten types of innovation framework: Profit model and Network (Configuration); Product performance (Offering); and Service, Channel, Brand and Customer Engagement (Experience). Product is not its strong point, although they have some remarkable innovations. The major innovations involve a new way to interact with fans and share the brand lifestyle. The main factor that fosters innovation is related to managers' predisposition to encourage collaborators to think about best practices on their work and also implement new solutions.
publishDate 2015
dc.date.none.fl_str_mv 2015-03-15
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/6875
10.5965/1982615x09012015042
url https://www.revistas.udesc.br/index.php/modapalavra/article/view/6875
identifier_str_mv 10.5965/1982615x09012015042
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/modapalavra/article/view/6875/5015
dc.rights.driver.fl_str_mv Copyright (c) 2016 Daniela Szabluk, Marina Anderle Giongo, Júlio Carlos de Souza van der Linden
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2016 Daniela Szabluk, Marina Anderle Giongo, Júlio Carlos de Souza van der Linden
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
dc.source.none.fl_str_mv ModaPalavra e-periódico; 2015: Edição Especial IDEMi; 045-057
ModaPalavra e-periódico; 2015: Edição Especial IDEMi; 045-057
Modapalavra e-periódico; 2015: Edição Especial IDEMi; 045-057
1982-615X
10.5965/1982615x09012015
reponame:ModaPalavra e-periódico
instname:Universidade do Estado de Santa Catarina (UDESC)
instacron:UDESC
instname_str Universidade do Estado de Santa Catarina (UDESC)
instacron_str UDESC
institution UDESC
reponame_str ModaPalavra e-periódico
collection ModaPalavra e-periódico
repository.name.fl_str_mv ModaPalavra e-periódico - Universidade do Estado de Santa Catarina (UDESC)
repository.mail.fl_str_mv ||modapalavra@gmail.com
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