Franquias de Fast-Fashion no Brasil: As estratégias e os desafios pra geração de valor

This work presents the strategies and the challenges inherent in two different business fashion models: franchising and fast-fashion. The franchising, a retail model used worldwide, is one way that companies have to access their target audience in a structured and standardized way, with thirdparty capital. The fast-fashion model is designed as an innovation in supplying process which seeks to maximizes the variety of items offered, in smaller volume, very often at the point of sale. The objective of this work is to analyze the supplying process of products by fashion franchises in Brazil, to reflect on the value generation, and what are the challenges in this business environment. Brazilian Journal of Development Braz. J. of Develop., Curitiba, v. 6, n. 4, p.19962-19971, apr. 2020. ISSN 2525-8761 19963 An analysis will be made of the two formats together, emphasizing the strategies used by the competitors. The methodology is a bibliographical study, qualitative, exploratory on the subject studied.