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In: English and Literature

Submitted By dmanso
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Revista inteRnaCional de soCiología (Ris) Vol.lXVi, nº 51, SeptieMBre-DicieMBre, 105-122, 2008 issn: 0034-9712

HACIA UN NUEVO SISTEMA DE LA MODA El modelo ZARA
Towards a new sysTem for The fashion indusTry The Zara model

AnA MArtínez BArreiro
Universidad de A Coruña. España anamb@udc.es Resumen

este artículo analiza cómo tras el impacto de la globalización y la aparición de las tecnologías de la información, el sector textil y de la confección ha experimentado una drástica transformación. Concretamente, se ha reducido la distancia entre los diferentes agentes que intervienen en el proceso de fabricación y distribución, acortando el tiempo desde el diseño de una prenda hasta su llegada a la tienda, creando así el concepto de distribución de circuito corto. este cambio ha posibilitado la aparición de un modelo de negocio capaz de responder a la demanda en cuestión de semanas: la moda rápida. La hipótesis principal de esta investigación es la siguiente: ¿es la velocidad de respuesta una variable decisiva para competir en el mercado internacional de la moda? a dicho interrogante intentaremos dar respuesta, analizando en primer lugar el conjunto de transformaciones que se han producido en el sector textil y de la confección configurando un nuevo modelo de empresa donde la información y el tiempo se convierten en factores claves de la relación entre la empresa y el cliente. en segundo lugar, procederemos a reconstruir el conjunto de dispositivos organizativos del modelo Zara donde una de las claves de su éxito está en el factor tiempo.

PalabRas Clave adiCionales
Conocimiento, Globalización, información, Tiempo.

abstRaCt
This article analyzes how, following the impact of globalization and the appearance of information technologies, the textile and clothing sector has undergone a dramatic transformation. specifically, the distance has been cut between…...

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