Comparando flexibilidade no produto, custos e velocidade de desenvolvimento na indústria da moda chinesa e brasileira
Comparing product flexibility, costs and velocity of development in the Chinese and Brazilian footwear industry
Pereira, Giancarlo Medeiros; Biason, Ilse Maria; Sellitto, Miguel Afonso; Borchardt, Miriam
http://dx.doi.org/10.1590/S0103-65132011005000012
Prod, vol.21, n1, p.27-38, 2011
Resumo
O objetivo deste artigo é analisar como cadeias produtivas de moda conseguem reduzir custos e tempos de desenvolvimento de produtos que empregam itens não exclusivos. O método de pesquisa foi o estudo de caso múltiplo e se concentrou nas estruturas e processos das cadeias de suprimentos e comercialização de itens não exclusivos (itens comuns vendidos a diferentes montadores de roupas e sapatos). Analisou-se o desenvolvimento de novos modelos de calçados em cadeias da China e do Brasil. O eixo teórico da investigação foram os constructos flexibilidade na configuração de produtos, velocidade e custos de desenvolvimento. Fabricantes de calçados e fornecedores foram selecionados com o apoio de importadores americanos e europeus que atuam em ambos os países. A principal diferença identificada reside na forma como os designers dos montadores têm acesso às ofertas de materiais não exclusivos. Na China, por meio do shopping de materiais; no Brasil por visitas dos vendedores. A abordagem chinesa aumenta a velocidade e a flexibilidade na configuração de produtos, bem como reduz os custos dos fabricantes de calçados. O shopping também reduz o custo de vendas e pós-vendas dos fabricantes desse tipo de material.
Palavras-chave
Flexibilidade. Custos. Velocidade de desenvolvimento de produtos. Cadeia de suprimentos.
Abstract
This paper aims at analyzing what fashion supply chains management can do in order to reduce costs and time in the development of products that make use of non-exclusive materials. The research method was a double case study focused on non-exclusive items (common materials sold to more than one type of shoe or apparel producer). The following constructs were investigated: product modification/creation, speed and cost effectiveness. Shoes producers and their material suppliers were investigated in both China and Brazil. We have observed a difference in the way shoes manufacturers identify non-exclusive items: In Brazil, they do it through visits to suppliers and clients, whereas in China it is done by visiting the "shopping of materials" in Dongguan. The Chinese approach seems to increase the speed and flexibility of the development process and also to reduce costs of suppliers and buyers.
Keywords
Flexibility. Costs. Design agility. Supply chain
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