DECISION MAKING FOR NEW PRODUCT DEVELOPMENT: A STUDY IN THE FASHION INDUSTRY OF BELO HORIZONTE

Abstract

This article aimed to investigate how managers' decision making occurs in the women's fashion industry of Belo Horizonte in the planning process for the development of new products. The research has a qualitative approach and is classified as descriptive. For data collection, seven semi-structured interviews were conducted with managers of fashion industry companies. For data analysis, the content analysis was used, with the aid of QDA Miner software. The results indicated that the decision making process in the fashion industry takes place collectively and more informally, following a procedural model of decision making. The planning for the development of new collections is usually done by the brand owner with the support of his team. To make decisions, managers use market and trend research, but they also rely on their intuitions, skills and experiences.