Apparel sector invests in technology to keep up with consumers

Growth

The challenge of keeping pace with changes in consumer behavior made the fashion market change its sales strategy

The National Confederation of Trade in Goods, Services and Tourism (CNC) disclosed yesterday (01), the revenue of the clothing sector which averages R$ 17 billion per month, being one of the sectors that most moves the economy in Brazil. To meet this demand, professionals and companies in the area had to keep an eye on consumer behavior.

The coordinator of the Fashion Design course at Santa Teresa, Cidarta Gautama, observes that this trend is reflected in more appropriate investments for clients. “Fashion has always been based on consumer needs and specialized research (coolhunters). However, the increasingly digital world has brought an accelerated and challenging pace to this market”, he says.

With this scenario, the use of strategies to attract the consumer is part of the routine of professionals in the sector. If before the predictions of coolhunters about market behavior and consumption considered months, years and decades to point out fashion trends, shop windows and catwalks, now professionals and entrepreneurs started to feel the need to always be bringing news.

The expert also points out that if the clothing company does not change its field of vision, it could lose space. “Those who do not understand this new dynamic of consumer behavior will have some difficulty staying in the market. Fashion retail companies, stylists and designers have already realized that it is necessary to start thinking about new products and experiences”, he highlighted.

Gautama recalls that people are constantly incorporating new habits, lifestyles and work, therefore, fashion and its business models need to keep up with the new dynamics of social behavior.

He still considers that the biggest challenge to be faced by companies and fashion professionals, in this new moment, is to remain aligned with the new digital technologies. “The fashion communication model has also changed, the famous red carpet shows and catwalks have been competing for space with digital shows and even with projects within the metaverse environment”, he explains.

For the designer professional, the main fashion capitals such as New York, London, Milan and Paris have entered this virtual universe, presenting the creations of great brands also in the metaverse. “In other words, the path of fashion in the digital environment is already a reality that challenges professionals in training at fashion universities in Brazil and around the world”, he adds.

The coordinator says that the course at Faculdade Santa Teresa, attentive to the new social and technological dynamics, has worked to train a new “crop” of professionals, preparing them to face this global fashion challenge. “We have been trying to introduce our students to the fashion market since the first semester of classes. The intention is for them to be able to perceive and see up close the performance of renowned professionals at regional and national level and at large events, such as São Paulo Fashion Week, during which students from Santa Teresa were present, following the movement behind the scenes ”, reported Gautama.

*With advisory information

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