Estratégias do retalho têxtil online em Portugal

Abstract

This dissertation investigates the impact of the COVID-19 pandemic on online textile retail in Portugal, identifying significant gaps in the existing literature. The study aims to understand the reactions of Portuguese companies in this sector to the new market conditions, the challenges they faced, and the implementation of digitalization and omnichannel strategies. Using a mixed-methods approach, combining quantitative surveys of textile retailers and qualitative interviews with industry experts, the research offers a comprehensive analysis of the digital transformation in Portuguese textile retail. The results indicate that the pandemic accelerated digitalization, resulting in a significant increase in online sales and the adoption of omnichannel strategies. Companies such as MO, which already had a strong online presence, adapted more easily, while others, such as PG, faced greater difficulties. The investigation highlights the emerging opportunities during the crisis, such as the sale of surgical masks, and confirms issues in supply chains. Despite the theoretical advantages of advanced technologies like Augmented Reality and Virtual Reality, their adoption in Portugal is still limited due to high costs, being predominantly used in luxury retail. This study contributes to the literature by providing a detailed analysis of the responses of textile retail companies in Portugal to the pandemic crisis, offering recommendations for future evolution in the digital context.

Date of Award	12 Dec 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Vítor Manuel da Silva Macedo (Supervisor)