STUDY ON THE INTRODUCTION OF DESIGN MANAGEMENT IN THE PRODUCT DEVELOPMENT PROCESS OF BRAZILIAN CLOTHING COMPANIES
Editor: Culley, S.J.; Hicks, B.J.; McAloone, T.C.; Howard, T.J. & Clarkson, P.J.
Author: Bernardes, Mauricio Moreira e Silva; Kauling, Graziela Brunhari
Section: Design Processes
Design is generally associated with the aesthetic and functional factor of products. However, since the 90s, this concept has changed and the meaning of this term has become more comprehensive. Presently, this word is associated to strategic factors within organizations. The goal of this research is to study the introduction of design management in the product development process of Brazilian clothing companies. The theoretical framework of this research shows that the curriculum frameworks of the design schools in Brazil do not yet sufficiently emphasize management in the courses of this area, making it impossible for designers to develop managerial abilities. Above all, the present study aims at analyzing how the clothing companies in Araranguá, in the state of Santa Catarina – Brazil, introduce design in their processes. The analysis was carried out via a comparison with the Design Management Model presented by authors Bruce; Cooper and Vazquez as a guiding element of this research. The sample encompasses five companies that are developers of fashion products, the qualitative data analysis of which resulted in suggestions for improvement to each company studied.