Bibliographic citations
Brenis, A., Huamán, J. (2016). Innovación en el canal directo para la comercialización de prendas y accesorios del subsector prendas de vestir y confecciones. Caso: boutique móvil [Tesis, Universidad Nacional Agraria La Molina]. https://hdl.handle.net/20.500.12996/2573
Brenis, A., Huamán, J. Innovación en el canal directo para la comercialización de prendas y accesorios del subsector prendas de vestir y confecciones. Caso: boutique móvil [Tesis]. : Universidad Nacional Agraria La Molina; 2016. https://hdl.handle.net/20.500.12996/2573
@misc{renati/246937,
title = "Innovación en el canal directo para la comercialización de prendas y accesorios del subsector prendas de vestir y confecciones. Caso: boutique móvil",
author = "Huamán Vilcapoma, Jemima Keren",
publisher = "Universidad Nacional Agraria La Molina",
year = "2016"
}
The present paper analyzes the current marketing systems in the clothing subsector in order to develop an innovative approach in the direct channel using a model of mobile market. In the first chapter it describes the context in which the clothing subsector develops, it also poses the problem, the general objective and specific objectives of this study and the justification and the methodology developed. The second chapter concerns the literature review, the theoretical framework and the background in the clothing subsector. In the third chapter it exposed the current marketing channels and its operation within the fashion industry, as well as participants and competition thereof. The fourth chapter it analyzes the preferences and needs of the target consumer, it is identified the critical points of existing marketing channels. In the fifth chapter it models an innovative proposal through a mobile boutique. In the sixth chapter it is performed the economic and financial assessment of the innovation model proposed. In the seventh and eighth chapter the conclusions that were reached by the study are presented. The general objective and specific objectives of this study are answered; and it is enunciated the recommendations for further studies in the clothing subsector.
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