Desafios à criatividade na produção Fast Fashion: um estudo na indústria calçadista

Um Estudo de Caso na Produção Fast Fashion

Abstract

The study's objective is to identify how creativity is perceived by members of product development teams under pressure conditions in fast fashion-oriented production. A descriptive, qualitative approach research was conducted as a single case study in a large women's footwear manufacturing company. Seven interviews were conducted with individuals in different positions in product development, coupled with participant observation. From the perspective of the Resource-Based View, the research is original in assessing how organizational creativity develops in sectors focused on mass production, such as the fast fashion footwear industry. The study reveals that barriers to creativity have nuances not fully unveiled in previous studies, addressing creativity at different organizational levels. The study draws attention to the creative environment, proposing a closer look at the intrinsic and extrinsic motivations of professionals involved in the development of fashion collections.