INTERNACIONALIZAÇÃO DE EMPRESAS BRASILEIRAS NO MERCADO DA MODA: DESAFIOS E OPORTUNIDADES EM UM CENÁRIO GLOBALIZADO
INTERNACIONALIZAÇÃO DE EMPRESAS BRASILEIRAS NO MERCADO DA MODA: DESAFIOS E OPORTUNIDADES EM UM CENÁRIO GLOBALIZADO
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DOI: https://doi.org/10.22533/at.ed.4732529011
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Palavras-chave: Internacionalização. Mercado da moda. Globalização.
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Keywords: Internationalization. Fashion Industry. Globalization.
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Abstract: This article examines the internationalization process of Brazilian companies in the fashion industry, a sector that has gained prominence on the global stage. With the advancement of globalization and new technologies, fashion companies face a competitive environment where innovation and cultural adaptation are essential for success. The research explores the internationalization strategies adopted by Brazilian brands, such as joint ventures, franchising, and the opening of their own stores, as well as the use of digital marketing and local partnerships to strengthen their presence abroad. In addition to the opportunities provided by global expansion, the article discusses the challenges faced by these companies, such as tariff barriers, competition with established brands, and currency fluctuations. The analysis also highlights the role of originality and sustainability as competitive advantages in the international market, where the demand for ethical and sustainable products is growing. Based on a literature review and case studies of Brazilian companies that have excelled abroad, the article offers a reflection on the strategies that can lead Brazil to a position of greater representation in the global fashion market, emphasizing the importance of policies to encourage exports and internationalization.
- Amanda Pereira Santos