Banca de DEFESA: LUCIANA DA SILVA LIMA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : LUCIANA DA SILVA LIMA
DATE: 30/12/2025
TIME: 08:00
LOCAL: Sala de videoconferência do Google: meet.google.com/tjg-qaws-mka
TITLE:

CRIOULA STUDIO: ON-DEMAND EXCLUSIVITY AND CAPITAL OPTIMIZATION IN THE ARTISANAL FASHION INDUSTRY OPERATED THROUGH A DIGITAL PERSONALIZATION PLATFORM

KEY WORDS:

Creative Economy; Artisanal Fashion; Digital Platforms; On-demand Production; Financial Sustainability.

PAGES: 157
BIG AREA: Engenharias
AREA: Engenharia de Produção
SUBÁREA: Engenharia Econômica
SUMMARY:

In Brazil, small artisanal fashion enterprises operate under tight working capital constraints, a context in which maintaining speculative inventory represents a critical risk of insolvency and stagnation. For these businesses, the scenario is compounded by the structural dilemma between the need to offer diversity to serve a market that values exclusivity and the financial inability to sustain anticipatory production. In addition to these hurdles, they face challenges related to inadequate pricing, fragmentation of communication with customers, and technological asymmetries that hinder competition with major players. Overcoming these barriers depends on the reconfiguration of production processes, whose transition to on-demand models is decisive for the economic and environmental sustainability of these ateliers. Given this problem, the central objective of this study is to investigate how the design of a digital customization platform can enable on-demand production, reconciling exclusivity, financial risk reduction, and the preservation of manual know-how. The methodology adopts a mixed approach, applied-entrepreneurial in nature and exploratory-descriptive in character. In the technological development axis, it includes systemic diagnosis via the i9W matrix and reflexive autoethnography for the ideation, requirements specification, and conceptual prototyping of the solution named Crioula Studio. In the innovation management axis, it comprises the validation of the problem hypothesis via secondary data, competitive analysis, market sizing (TAM-SAM-SOM), and business modeling via Business Model Canvas. As results, it was empirically validated that the immobilization of capital in inventory is a determinant factor in the fragility of these businesses, and a substantive market opportunity was identified in the Northeastern artisanal sector. The conceptual modeling of the platform demonstrated the theoretical viability of inverting the production flow by placing personalization before physical manufacturing, thus eliminating the need for inventory. It is concluded that the proposal presents strategic consistency and the potential to mitigate operational frictions in artisanal fashion, offering an innovative management model that strengthens the regional creative economy and establishes solid foundations for the future development of a functional MVP and empirical validation.

COMMITTEE MEMBERS:
Presidente - 1753896 - ZULMARA VIRGINIA DE CARVALHO
Interno - ***.133.498-** - CRISTIANO ALVES DA SILVA - UFSC
Interno - 347303 - MARCIANO FURUKAVA
Externa ao Programa - 1772123 - DEBORA MACHADO DE OLIVEIRA MEDINA - UFRNExterna à Instituição - MARLI DE FATIMA FERRAZ DA SILVA TACCONI