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Sostenibilidad en la industria de la moda

noviembre 12, 2018
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Algunas rutinas las tenemos tan automatizadas que ya no nos preguntamos si las realizamos correctamente o no. Comprar ropa es una de ellas. A algunas personas nos encanta comprar ropa, y salimos de compras siempre que podemos; a otras personas no les gusta, e intentan delegar todas sus necesidades de compras a otras personas. Y hay otro grupo de personas que abordan las exigencias de comprar ropa mediante las compras en línea. Sea cual sea tu planteamiento a la hora de ir de compras, comprar ropa es una actividad natural: todos necesitamos ropa.

According to Dr Federica Massa-Saluzzo, striking the balance between company interests and sustainability is always a challenge.
Según la Dra. Federica Massa Saluzzo, siempre es complicado lograr el equilibrio entre los intereses de las empresas y la sostenibilidad.

Las empresas son muy conscientes de este tipo de comportamientos automáticos: por ejemplo, el sector de la moda los explota a fondo. Según un informe publicado por McKinsey & Co., el sector de la moda constituye una de las pocas historias de éxito de los diez últimos años: ha crecido a una media anual del 5,5%, y según el informe Fashion United, el valor total del sector global de la moda ya ha alcanzado los 3 billones de dólares, generando el 2% del PIB mundial.

Estos comportamientos automáticos de los consumidores no pasan desapercibidos para las empresas

Una toma de conciencia en crecimiento

Un segmento creciente de actores, tanto del sector de la moda como externos al mismo, han empezado a generar un nuevo interés y una renovada concienciación con todo lo relacionado con él. La concienciación puede ser un potente impulsor de la transformación de un sector: por ejemplo, el sector alimentario ha vivido grandes cambios debido a la mayor concienciación sobre los riesgos de una mala dieta. Esto ha dado pie a que empresas y minoristas de todo el mundo actualicen su oferta de productos para incluir productos orgánicos y de proximidad. 

La concienciación es un concepto engañoso. Uno de los objetivos de los profesores de las escuelas de negocios es guiar a sus alumnos para que comprendan cómo diversos actores de un determinado sector reaccionan ante el shock creado por una “concienciación renovada” cuando hasta entonces ese sector había estado dominado por comportamientos automáticos (como en el sector de la moda), y cómo responden estratégicamente a los cambios. Por ejemplo, una empresa que ha operado en el sector de la moda como un actor tradicional, creciendo tanto orgánicamente como no-orgánicamente para aumentar sus beneficios, debe estar preparada para responder estratégicamente ante la entrada de nuevos actores en el sector. Muchos de estos nuevos actores habrán entrado en el sector con una proposición de valor que condena abiertamente el modelo tradicional de maximización de los beneficios. El mes pasado, EADA llevó estas cuestiones al primer plano con una conferencia titulada “El futuro de la moda sostenible”.

Encontrar el equilibrio

Encontrar el equilibrio adecuado entre la sostenibilidad y los intereses de la empresa es todo un reto. Si bien admitieron la importancia de la sostenibilidad, ambos ponentes dieron a entender que sus respectivas posiciones sobre la cuestión habían favorecido a la estrategia general de sus empresas, eligiendo y descartando estratégicamente los aspectos de la “nueva concienciación en el sector de la moda” a adoptar y aplicar. Este proceso de elección y descarte constituye una habilidad especialmente valiosa para los directivos, ya que fomenta una imagen coherente de la empresa y, lo que es esencial, permite un posicionamiento claro en el sector. Dado que la diferenciación es tan importante en sectores fragmentados como el de la moda, contar con un posicionamiento claro y diferenciado es algo fundamental.

Artículo escrito por la Dra. Federica Massa Saluzzo del Dpto. Estrategia, Liderazgo y Personas de EADA.

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Tags: De nuestro profesoradoMaster in Sustainable Business & Innovation
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  •     With my current experience in the field of business and technology solutions at Capgemini  I wish to expand my knowledge in the area of business consulting and turn my focus towards strategic business development and management  as my overall career goal is to pursue a profession as a consultant in an international environment    With EADA  I see the opportunity to stand out in today   s fiercely competitive marketplace through practical methodologies  applied case studies and the adhering leadership development programme  but certainly also through the name of the educational institution          Maximilian is a world citizen  from Germany  he had studied in the Netherlands and Hungary   and has spent a year living and working in South East Asia  Australia and New Zeland  With a strong focus in technology  innovation and consulting  he has experience in Capgemini as well as smaller companies   We can t wait to see him around campus this week
  •               A warm welcome to the International Master class of 2020-21 with participants from more than 50 nationalities  The 5 kick-off presentations -1 for each programme- took place yesterday in the Barcelona City Centre Campus        EADA Dean Jordi Diaz praised the students for challenging themselves to undertake their master s in today s uncertain times   Strategy is not what you say  but what you do         Jaume Bonet  Master in Finance Director  quoted Jamie Dimon  CEO of J  P  Morgan   There is a book being written on each of you   As Bonet told new participants   this year is not about education  it is about transformation  It is in your hands to write a successful chapter         Welcome to the EADA Community       EADAInternationalMasters  EADAImmersiveLearning  wherebusinesspeoplegrow   WeAreEADA  WeCareEADA  EADABarcelona  MuchBetterWithEADA  KickcoffMasters  EADACommunity
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