Contribuições das agentes de comercialização (“sacoleiras”) para o consumo e inovação da moda em pequenas empresas de Santa Cruz do Capibaribe (PE)

Abstract

The aim of this study is to analyze the contributions of so-called "sacoleiras" for the consumption of clothing fashion products directed to the adult female audience in the segment of "fad" from the clothing companies of small Productive arrangement of Sets of Santa Cruz do Capibaribe, Pernambuco. This activity as occupation is exercised mostly by women (the Recife metropolitan region) (2014 Entrepreneur Portal). The choice of the municipality of Santa Cruz do Capibaribe (PE) is due to the concentration of larger number of productive enterprise and marketing the Production of Confections of Pernambuco. For the research study proposed an exploratory type research with qualitative bias with theoretical contribution to theory of Veblen's attire (1987), studies on fashion and consumption of Lipovetsky (1989), work on the garment industry of rock (1999), studies of strategy Mintzberg (2001) and on fashion consumption Miranda (2008). Took as pre-existing concepts guide and general theories related to the studied phenomenon whereas those allowed to understand the activity of marketing agents in contemporary times and detect restrictions and greater contribution of these possibilities for small businesses from clothing of Santa Cruz do Capibaribe (PE). The methodology used for data collection in the field was based on a screenplay by interview from the system of categories of analysis. We interviewed 30 (thirty) marketing agents. For the data analysis we used elements of descriptive statistics regarding the profile of agents and to qualitative analysis using content analysis. For this study it was possible: a) profiling of socio-economic sacoleiras; b) meet their professional/occupational trajectories, c) learn about their professional experiences/acquired by exercise of occupational activity; d) highlight strategies for marketing of sacoleiras by the adult female audience; and) know which aspects of consumer behavior determinants of fashion and clothing of adult clients and f) bring to light the potential and constraints of the work of the sacoleiras regarding the dissemination of trends, valuation of products and possibilities of articulation between different consumer profiles and their variability. The results showed that the merchants of this study have different age groups. Invariably they are of humble origins, learned in practice activity with people close to me, and there is no uniformity as to the success in the activity. While some are still feisty and other Battlers-entrepreneurs. Sales strategies are learned and seized by observation in everyday activity. The study also how to sacoleiras sales experience can contribute to the flow of production through the process of circulation of goods like "fad" by the adult female audience.