Uma proposta para otimizar o funcionamento de uma microempresa de confecção de lingerie visando à criação da própria marca

Abstract

The objective of this project is to analyze, through a case study, the flaws in management and, thereafter, in production process of a microenterprise on women's apparel department, to apply possible adjustments. From a more organized business space, it was developed a new brand of underwear and homewear segments. Therefore, it was designed a theoretical framework based on the current condition of the fashion industry, involving concepts such as Design Management and possible strategies to apply in this field. The research it is qualitative and quantitative, has an exploratory nature, utilized bibliographic material, questionnaires and interview, data analysis through graphs, inference from observation of the researcher and established an action plan. It’s clear that the research proposed measures which do not always require high investments and are applicable to the industry, since they are effective for planning actions in this scenario.