DATA-DRIVEN NA INDÚSTRIA DA MODA:

Um estudo da utilização de dados no processo de criação de produto de moda em Santa Catarina

Abstract

Product development represents a central process in the fashion industry, it is a set of actions that connect the market, trends and consumer behavior with the industrial environment, which due to its innovative origin needs to be constantly improved to increase competitive advantage. In this context, a data-driven culture must be promoted and shared among the various actors and processes in the different phases of the product. The use of exploratory research allowed the authors to answer the objective of identifying how professionals in the fashion industry in Santa Catarina use the data in the product creation process. After an analysis of the literature, actions and strategies involving the data-driven culture in the fashion industry were identified and later this information was compared with the answers obtained in the questionnaires applied to professionals in the area of ​​fashion creation. At the end, there is a predominance of the use of data obtained in the market process, explored in terms of data-driven concepts, thus creating an opportunity for improvement in the use of data for the process of creating fashion products.