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Em 2020, a veloz reprodução da Covid-19, uma doença causada pelo vírus Sars-CoV-2, teve um efeito significativo no comportamento do consumidor e do mercado, empurrando a indústria do retalho de moda para uma nova crise. Esta dissertação tem como principal objetivo responder às seguintes questões de investigação: Quais os novos modelos de negócio que surgiram devido à Crise Pandémica da Covid-19 na Indústria do Retalho de Moda? Como podem os modelos de negócio ser transformados para o futuro pós-Covid-19? - Respondendo à crise com os olhos postos no futuro. Numa primeira instância, para apoiar a investigação central, foram analisadas as consequências e mudanças causadas pela pandemia da Covid-19 no comportamento dos consumidores. De seguida, foi aprofundado o estudo sobre as tendências emergentes que esta crise desencadeou sobre o sistema da moda. Como método de investigação, foram realizadas entrevistas com gestores de moda e consumidores. Posteriormente, foi efetuada uma análise detalhada da informação recolhida. Esta pesquisa foi organizada numa análise comparativa através do programa Nvivo e, posteriormente, os efeitos foram discutidos. Numa época em que o panorama global está repleto de incertezas devido a uma pandemia cujo fim não se vislumbra, o caminho da transformação da indústria da moda é ainda longo. Como resultado, repensar o modelo de negócio é inevitável. Em numerosos campos, as transformações já estão a ocorrer, mas muitas são ainda subtis. Hoje em dia, é uma questão de sobrevivência reconhecê-las e, consequentemente, modificar as empresas, reestruturando o comportamento da indústria. Com a crise da Covid-19, a indústria da moda teve tempo para parar, repensar e reinventar-se.
In 2020, the fast reproduction of Covid-19, a disease caused by the Sars-CoV-2 virus, had a significant effect on consumer and market behavior, pushing the fashion retail industry into a new crisis. This dissertation aims to answer the following research questions: What new business models have emerged due to the Covid-19 Pandemic Crisis in the Fashion Retail Industry? How can business models be transformed for the postCovid-19 future? - Responding to the crisis with an eye on the future. In the first instance, to support the core research, the consequences and changes caused by the Covid-19 pandemic on consumer behavior were analyzed. Next, the emerging trends that this crisis triggered on the fashion system were further studied. As a research method, interviews were conducted with fashion managers and consumers. Subsequently, a detailed analysis of the information collected was carried out. This research was organized into a comparative analysis using the Nvivo program, and later the effects were discussed. At a time when the global landscape is fraught with uncertainty due to a pandemic whose end is not in sight, the path of transformation for the fashion industry is still long. As a result, rethinking the business model is inevitable. In numerous fields, transformations are already taking place, but many are still subtle. Today, it is a matter of survival to recognize them and, consequently, to change companies by restructuring the industry's behavior. With the Covid-19 crisis, the fashion industry had time to stop, rethink, and reinvent itself.
In 2020, the fast reproduction of Covid-19, a disease caused by the Sars-CoV-2 virus, had a significant effect on consumer and market behavior, pushing the fashion retail industry into a new crisis. This dissertation aims to answer the following research questions: What new business models have emerged due to the Covid-19 Pandemic Crisis in the Fashion Retail Industry? How can business models be transformed for the postCovid-19 future? - Responding to the crisis with an eye on the future. In the first instance, to support the core research, the consequences and changes caused by the Covid-19 pandemic on consumer behavior were analyzed. Next, the emerging trends that this crisis triggered on the fashion system were further studied. As a research method, interviews were conducted with fashion managers and consumers. Subsequently, a detailed analysis of the information collected was carried out. This research was organized into a comparative analysis using the Nvivo program, and later the effects were discussed. At a time when the global landscape is fraught with uncertainty due to a pandemic whose end is not in sight, the path of transformation for the fashion industry is still long. As a result, rethinking the business model is inevitable. In numerous fields, transformations are already taking place, but many are still subtle. Today, it is a matter of survival to recognize them and, consequently, to change companies by restructuring the industry's behavior. With the Covid-19 crisis, the fashion industry had time to stop, rethink, and reinvent itself.
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Inovação Modelos de negócio Covid-19 Retalho de moda Innovation Business models Fashion retail