Resumo (EN)
This study makes a reference survey on consumer behavior, Product Design, Product Design of Fashion, in order to explain how consumer behavior affects the design of a fashion product. The clothing industry extends from products that may be considered commodities (or tending to), manufactured on a large scale and with wide distribution, as well as products of fashion, providing a wide variety and differentiation, with low volumes of production per item, cycles of life rather short, an extensive variety of types and working relations in production processes. A special methodology was developed with a view to the peculiarities of the segment, very sensitive to frequent changes and social marketing of fashion and the fierce competition that characterizes. We find that competing products of fashion have a period of high demand resulting from the releases of collections and should be in stores for composing a mix of products that meet the look desired by the market that is constantly changing. These features require a constant update of industries from manufacturing to clothes of fashion to establish a relationship of desire among consumers for brands.
