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Esta dissertação investiga o impacto da pandemia de COVID-19 no retalho têxtil online em Portugal, identificando lacunas significativas na literatura existente. O estudo visa compreender as reações das empresas portuguesas deste setor às novas condições de mercado, as dificuldades enfrentadas e a implementação de estratégias de digitalização e omnicanal. Utilizando uma abordagem metodológica mista, combinando inquéritos quantitativos a retalhistas têxteis e entrevistas qualitativas com especialistas do setor, a pesquisa oferece uma análise abrangente da transformação digital no retalho têxtil português. Os resultados indicam que a pandemia acelerou a digitalização, resultando num aumento significativo das vendas online e na adoção de estratégias omnicanal. Empresas como a MO, que já possuíam uma presença online sólida, adaptaram-se mais facilmente, enquanto outras, como a PG, enfrentaram maiores dificuldades. A investigação destaca as oportunidades emergentes durante a crise, como a venda de máscaras cirúrgicas, e confirma problemas nas cadeias de abastecimento. Apesar das vantagens teóricas das tecnologias avançadas como a Realidade Aumentada e a Realidade Virtual, a sua adoção em Portugal é ainda limitada devido aos elevados custos, sendo predominantemente utilizada no retalho de luxo. Este estudo contribui para a literatura ao fornecer uma análise detalhada das respostas das empresas de retalho têxtil em Portugal à crise pandémica, oferecendo recomendações para a evolução futura no contexto digital.
This dissertation investigates the impact of the COVID-19 pandemic on online textile retail in Portugal, identifying significant gaps in the existing literature. The study aims to understand the reactions of Portuguese companies in this sector to the new market conditions, the challenges they faced, and the implementation of digitalization and omnichannel strategies. Using a mixed-methods approach, combining quantitative surveys of textile retailers and qualitative interviews with industry experts, the research offers a comprehensive analysis of the digital transformation in Portuguese textile retail. The results indicate that the pandemic accelerated digitalization, resulting in a significant increase in online sales and the adoption of omnichannel strategies. Companies such as MO, which already had a strong online presence, adapted more easily, while others, such as PG, faced greater difficulties. The investigation highlights the emerging opportunities during the crisis, such as the sale of surgical masks, and confirms issues in supply chains. Despite the theoretical advantages of advanced technologies like Augmented Reality and Virtual Reality, their adoption in Portugal is still limited due to high costs, being predominantly used in luxury retail. This study contributes to the literature by providing a detailed analysis of the responses of textile retail companies in Portugal to the pandemic crisis, offering recommendations for future evolution in the digital context.
This dissertation investigates the impact of the COVID-19 pandemic on online textile retail in Portugal, identifying significant gaps in the existing literature. The study aims to understand the reactions of Portuguese companies in this sector to the new market conditions, the challenges they faced, and the implementation of digitalization and omnichannel strategies. Using a mixed-methods approach, combining quantitative surveys of textile retailers and qualitative interviews with industry experts, the research offers a comprehensive analysis of the digital transformation in Portuguese textile retail. The results indicate that the pandemic accelerated digitalization, resulting in a significant increase in online sales and the adoption of omnichannel strategies. Companies such as MO, which already had a strong online presence, adapted more easily, while others, such as PG, faced greater difficulties. The investigation highlights the emerging opportunities during the crisis, such as the sale of surgical masks, and confirms issues in supply chains. Despite the theoretical advantages of advanced technologies like Augmented Reality and Virtual Reality, their adoption in Portugal is still limited due to high costs, being predominantly used in luxury retail. This study contributes to the literature by providing a detailed analysis of the responses of textile retail companies in Portugal to the pandemic crisis, offering recommendations for future evolution in the digital context.
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Keywords
Retalho têxtil online Pandemia Digital Portugal Online textile retail Pandemic