Franca

: uma proposta de plano de negócio para uma marca de roupa baseada na economia circular

Abstract

The fashion industry produces substantial benefits for the economy in terms of trade, employment, investments and income worldwide (López, Iglesias and Puente, 2021), however, on the other hand, it is currently suffering from global scrutiny derived from its operations along the value chain that are devastating for the environment. The textile and clothing industry is considered the second most polluting and unsustainable industry in the world (followed by the oil industry) and has a demoralizing impact on the environment during all processes - production, sale and consumption (Kim, Jung and Lee; 2021). According to Kalambura, Pedro and Paixão (2020), it is necessary to slow down and recommend an alternative to mass production, seeking more sustainable methods of production and consumption. The textile and clothing industry lacks innovation, that is, new practices, strategies and more sustainable business models that aim to reduce externalities caused by the sector. Thus, in order to respond to this issue and contribute to sustainable development, a transition from a linear economy to a circular economy (CE) is proposed. The main objective of this project is to develop a business plan for a women's clothing brand based on the circular economy, Franca. A brand's ability to keep up with change can mean a competitive advantage and be a distinctive factor, as well as it can ensure the improvement of production systems, the reduction of externalities, contribute to awareness and better consumption habits, which combined, cooperate for the achievement of sustainable development.

Date of Award	3 Mar 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Luís Teixeira (Supervisor) & Helena Maria da Silva Maia de Castro Gonçalves (Co-Supervisor)