Creativity and consumer trends in the development of new materials in the textile industry of Santa Catarina

Authors

DOI:

https://doi.org/10.5965/1982615x18462025074

Keywords:

creativity, textile industry , fashion product development

Abstract

This study analyzes the relationship between market demands, fashion trends, and original design innovation in the development of new materials by a company from the textile industry of Santa Catarina. Through a qualitative case study in a textile company in Santa Catarina, documentary analysis was combined with semi-structured interviews with managers from marketing, style, and production areas. The results reveal that the company prioritizes trend anticipation via research platforms and international fairs, aligning the vast majority of its portfolio with market expectations. Creativity emerges in process gaps, such as research trips for references, but encounters structural limitations, like minimum scale requirements for customized orders. Despite investing in technologies and sustainability, innovation is restricted to incremental adjustments. It is concluded that the company operates in a delicate balance, where originality is mediated by power relations in the production chain. The study suggests the creation of internal experimentation programs and partnerships with independent designers to foster creative breakthroughs.  

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Author Biographies

Dulce Holanda Maciel, Universidade do Estado de Santa Catarina - UDESC

Doctor of Engineering in Production Engineering from Universidade Federal de Santa Catarina (2007). Master's Degree in Production Engineering from Universidade Federal de Santa Catarina (2002). Graduation in Electrical Engineering from Universidade Federal de Santa Catarina (1986). Student of Fashion Design at Universidade do Estado de Santa Catarina. Experience in Industrial Design, acting on the following subjects: environment, internalization of environmental costs, alternative energies, sustainability and natural gas.

Cristina Rodrigues Barbosa, Universidade do Estado de Santa Catarina (Udesc)

Professor in the undergraduate fashion course at the State University of Santa Catarina (Udesc) and PhD in progress in Design at the same institution, in the research line of organization and human factors with a focus on user satisfaction, fashion products, and e-commerce. Master's degree in fashion and clothing design also from Udesc, in the research line of Clothing Design and Technology, focusing on the development of product mixes for retail. I hold a BA degree in Business from the Federal University of Rio Grande do Sul (2000) and in fashion design from Unicesumar (2022), as well as two MBA courses, one in marketing and another in retail management, both from FGV. I have 18 years of experience in the purchasing area at Lojas Renner and Calcenter Calçados (Studio Z), as well as my own company, where I developed branded products. I provide consulting and mentoring for fashion companies, covering strategic areas, planning and development of products and collections, sales channels, and marketing.

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Dossiê Gestão de Moda: interfaces entre processos de criação e produção (V. 18 N. 46)

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Published

2025-07-01

How to Cite

HOLANDA MACIEL, Dulce; RODRIGUES BARBOSA, Cristina. Creativity and consumer trends in the development of new materials in the textile industry of Santa Catarina . ModaPalavra e-periódico, Florianópolis, v. 18, n. 46, 2025. DOI: 10.5965/1982615x18462025074. Disponível em: https://revistas.udesc.br/index.php/modapalavra/article/view/26779. Acesso em: 1 sep. 2025.

Issue

Vol. 18 No. 46 (2025): Gestão de Moda: interfaces entre processos de criação e produção

Section

Dossier

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Copyright (c) 2025 Dulce Holanda Maciel, Cristina Rodrigues Barbosa

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