Challenges to the internationalisation of the Brazilian fashion industry

Abstract

This study seeks to compare emerging market enterprises (EMEs) characteristics described in the literature with the particularities found on Brazilian fashion export industry. A qualitative and exploratory approach was applied. In depth interviews were conducted with market agents. Results discuss challenges that Brazilian exporters face in the fashion industry. Many of them are external to the company, such as high duty and exchange rates variation. There are also internal challenges, such as the lack of quality and customer support. The study shows attitudes that can mitigate some difficulties and challenges faced by EMEs. Thus, it contributes to guide managers in the fashion industry in the search for competitiveness abroad in features such as greater attention to the deadlines agreed, quality in sewing and professionalism in the relationship with foreign agents. It explains competitiveness according to recent studies and expands understanding by bridging fashion with EMEs literature.