O processo de aprendizagem e inovação das empresas de moda na cidade do Rio de Janeiro

Abstract

This study aimed to investigate the agglomeration of fashion in Rio de Janeiro, identifying and characterizing the relationships between spatial proximity, business models and the process of learning and innovation of women ’s fashion companies in the city. Because it is a complex phenomenon, a qualitative research approach was chosen, through the accomplishment of 25 interviews, preceded by a large bibliographical review. It was concluded that there are at least two major forms of competition in the fashion market in Rio. The first would be a more generic form of performance, based on imitation or adaptation to the aesthetic styles and proposals, of collections of more experimental brands. The second would be a few large brands, but above all, micro-enterprises that adopt a more authoritarian stance in the innovation process.