{"id":11840,"date":"2018-11-12T13:30:49","date_gmt":"2018-11-12T16:30:49","guid":{"rendered":"https:\/\/feninjer.com.br\/?p=11840"},"modified":"2018-11-12T16:06:24","modified_gmt":"2018-11-12T19:06:24","slug":"industria-da-moda-precisa-pensar-como-startup","status":"publish","type":"post","link":"https:\/\/feninjer.com.br\/?p=11840","title":{"rendered":"Ind\u00fastria da moda precisa pensar como startup"},"content":{"rendered":"<p><em>Por Juliana Bianchi<\/em><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-11842\" src=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/11\/Antonio-Achille-socio-senior-da-McKinsey-Company.jpg\" alt=\"\" width=\"305\" height=\"415\" srcset=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/11\/Antonio-Achille-socio-senior-da-McKinsey-Company.jpg 305w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/11\/Antonio-Achille-socio-senior-da-McKinsey-Company-200x273.jpg 200w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/11\/Antonio-Achille-socio-senior-da-McKinsey-Company-300x409.jpg 300w\" sizes=\"(max-width: 305px) 100vw, 305px\" \/><\/p>\n<p>Agilidade, decis\u00f5es baseadas em an\u00e1lises profundas de big data e muita tecnologia em todas as etapas do processo s\u00e3o, de acordo com <strong>Antonio Achille<\/strong>, s\u00f3cio s\u00eanior da consultoria <strong>McKinsey &amp; Company<\/strong>\u00a0em Mil\u00e3o e l\u00edder global das an\u00e1lises para o segmento de luxo, compet\u00eancias fundamentais para as marcas sobreviverem nas pr\u00f3ximas d\u00e9cadas. \u201cAs empresas precisam se movimentar r\u00e1pido e pensar o tempo todo como uma <em>startup<\/em>. Quanto mais r\u00e1pido fabricarem os produtos que os consumidores querem naquele momento, mais sucesso de venda ter\u00e3o\u201d, disse ele durante apresenta\u00e7\u00e3o na 2a edi\u00e7\u00e3o do ciclo de palestras do Iguatemi Talks.<\/p>\n<figure id=\"attachment_11841\" aria-describedby=\"caption-attachment-11841\" style=\"width: 360px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-medium wp-image-11841\" src=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/11\/painel-360x168.jpg\" alt=\"\" width=\"360\" height=\"168\" srcset=\"https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/11\/painel-360x168.jpg 360w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/11\/painel.jpg 600w, https:\/\/feninjer.com.br\/wp-content\/uploads\/2018\/11\/painel-570x266.jpg 570w\" sizes=\"(max-width: 360px) 100vw, 360px\" \/><figcaption id=\"caption-attachment-11841\" class=\"wp-caption-text\">&#8220;Digital Luxury na ind\u00fastria da moda&#8221; foi o tema apresentado por Achille na 2\u00aa edi\u00e7\u00e3o do Iguatemi Talks em 25\/10\/2018<\/figcaption><\/figure>\n<p>A previs\u00e3o da consultoria \u00e9 de que, at\u00e9 2025, 1\/5 das vendas do mercado de luxo \u2013 o que dever\u00e1 significar algo em torno de 75 bilh\u00f5es de euros \u2013 ser\u00e3o feitas online. Mas a preocupa\u00e7\u00e3o com o digital n\u00e3o deve se limitar ao e-commerce, deve abranger toda a empresa e etapas do processo, da pesquisa e desenvolvimento \u00e0 manufatura e comunica\u00e7\u00e3o. \u201cO darwinismo digital exige mudan\u00e7as na pr\u00f3pria organiza\u00e7\u00e3o. N\u00e3o existe mais marketing e marketing digital, eles s\u00e3o o mesmo e est\u00e3o unidos ao departamento de TI. Precisa ser tudo a mesma coisa e estar preparado para transforma\u00e7\u00f5es cont\u00ednuas\u201d.<\/p>\n<p>Atualmente, 80% das vendas s\u00e3o influenciadas pelo online, mas as marcas j\u00e1 n\u00e3o controlam sua comunica\u00e7\u00e3o. Basta comparar a quantidade de cita\u00e7\u00f5es espont\u00e2neas com a <em>hashtag<\/em>Chanel no Instagram (mais de 60 milh\u00f5es) e o volume de postagens no canal oficial da marca (pouco mais de mil). Junte isso ao fim da jornada de compra linear, substitu\u00edda por in\u00fameros caminhos \u00fanicos na hora de formar opini\u00e3o, comparar pre\u00e7os e decidir a compra, para ter certeza da import\u00e2ncia em se criar experi\u00eancias e comunica\u00e7\u00f5es personalizadas em escala.<\/p>\n<p>\u201cEstamos entrando na era do <em>omnichannel<\/em>reverso, onde o digital se torna central e dita todas as escolhas da marca, do lan\u00e7amento que mais chamar\u00e1 aten\u00e7\u00e3o nas redes \u00e0 entrega r\u00e1pida\u201d. Com consumidores treinados pelo digital a esperar experi\u00eancias e emo\u00e7\u00f5es cont\u00ednuas, \u00e9 preciso oferecer isso tamb\u00e9m nas lojas f\u00edsicas, como est\u00e3o fazendo empresas nativas digitais, como Amazon. O ambiente digital torna-se a fonte de inspira\u00e7\u00e3o para reinventar o papel das lojas, onde a venda de produtos feitos na hora por impressoras 3D n\u00e3o est\u00e1 descartada, assim como a possibilidade de alugar as pe\u00e7as e n\u00e3o apenas vend\u00ea-las.<\/p>\n<h6><em>Fonte: Angela Klinke Report<\/em><\/h6>\n","protected":false},"excerpt":{"rendered":"<p>Por Juliana Bianchi Agilidade, decis\u00f5es baseadas em an\u00e1lises profundas de big data e muita tecnologia em todas as etapas do processo s\u00e3o, de acordo com Antonio Achille, s\u00f3cio s\u00eanior da consultoria McKinsey &amp; Company\u00a0em Mil\u00e3o e l\u00edder global das an\u00e1lises para o segmento de luxo, compet\u00eancias fundamentais para as marcas sobreviverem nas pr\u00f3ximas d\u00e9cadas. \u201cAs [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":11862,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":"","_links_to":"","_links_to_target":""},"categories":[102,6],"tags":[2487,491,871,616,2486,811,580,195,2488,352,2027,822,1130],"class_list":["post-11840","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacao-e-marketing","category-gestao","tag-antonio-achille","tag-chanel","tag-consumidor","tag-digital","tag-emocoes","tag-experiencias","tag-loja","tag-luxo","tag-mckinsey-company","tag-moda","tag-omnichannel","tag-online","tag-startup"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - 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