Design de moda: a cultura de projeto na moda com base nos conceitos do design estrat??gico

A presente pesquisa considera que a moda passa a ser pensada, no contexto contempor??neo, de forma sist??mica e complexa, segundo os princ??pios te??rico-metodol??gicos do design. Para atingir essa dimens??o, a moda e o design se aproximam cada vez mais, quer pela pr??tica, quer pela teoria, constituindo-se num universo de cultura de projeto. Logo, o design de moda, como cultura de projeto, pode ser questionado segundo os pressupostos do design estrat??gico. Dessa forma, esta pesquisa tem como objetivo discutir o design de moda como cultura de projeto com base nos conceitos que definem o design estrat??gico para a configura????o de uma metodologia de projeto estrat??gico aplicada ao design de moda no contexto industrial. Justifica-se a abordagem proposta tendo em vista que a configura????o de uma metodologia de projeto estrat??gico aplicada ao design de moda torna-se fundamental como plataforma de conhecimento para a pr??tica projetual na ind??stria da moda como estrat??gia de inova????o. Nesse sentido, a metodologia adotada para a realiza????o da pesquisa consiste num estudo de caso, desenvolvido por meio de entrevistas com gestores e designers de tr??s ind??strias no segmento da moda localizadas na sede do munic??pio de Erechim/RS. A an??lise dos dados obtidos no estudo de caso e o cruzamento dessas informa????es com a fundamenta????o te??rica possibilitaram o entendimento do processo de design de moda no contexto industrial. Da mesma maneira, a rela????o estabelecida entre os m??todos de projeto desenvolvidos no design de moda e no design estrat??gico possibilitou a identifica????o de princ??pios te??rico-metodol??gicos complementares ao processo de design de moda, sobretudo considerando os limites e contribui????es do design estrat??gico para o design de moda. Por sua vez, o estudo realizado permitiu responder ?? problematiza????o desta pesquisa, ou seja, o que define o design de moda no contexto industrial e qual ?? a contribui????o do design estrat??gico para o design de moda. Ao final, sugere-se uma metodologia de projeto estrat??gico aplicado ao design de moda, atingindo, assim, os objetivos propostos nesta pesquisa.This investigation shows that fashion is becoming to be thought, in the contemporaneous context, in a complex and systemic way, according to the theoretical-methodological principles of design. To reach this dimension, fashion and design more and more approach to each other, both in practice and in theory, constituting a universe of culture of project. Thus, fashion design, as culture of project, may be questioned according to the conjecture of strategic design. This investigation aims at discussing fashion design as a culture of project, based on the concepts which define strategic design for the configuration of a methodology of strategic project applied to fashion design in an industrial context. This approach is justified due to the fact that the construction of a methodology of strategic project applied to fashion design is fundamental as a knowledge platform for project practice in fashion as innovation strategy. In this sense, the adopted methodology for the performance of this investigation consists of a case study, developed by means of interviews with managers and designers of three factories in the field of fashion located in the city of Erechim/RS. The analysis of data obtained through the case study and the crossing of this information with theoretical basis made possible the understanding of the process of fashion design in an industrial context. In the same manner, the relation established among the methods of the project developed in fashion design and in strategic design made possible the identification of theoretical-methodological principles complementary to fashion design process, mainly when considering the limits and contributions of strategic design for fashion design. On its turn, the study allowed to answer the problem of the investigation, that is, what defines fashion design in an industrial context and what the contribution of strategic design for fashion design is. Finally, a methodology of strategic project applied to fashion design is suggested, this way, fulfilling the objectives here proposed