Structural Analysis and Characterization of the Fashion Industry (Fast Fashion) in Peru

Abstract

The fashion industry, specifically fast fashion, is affected by various factors and is in continuous dynamism. The objective of this research was to identify the variables and key players that characterize the aforementioned industry in the Peruvian market. The methodology was structured in four consecutive phases and developed a structural analysis of the sector, using the cross-matrix systems tool (MICMAC), and convening a panel of five experts knowledgeable about the industry who developed a collective reflection on the main variables of the system. The results indicated that both domestic demand and consumption trends are the key variables with the greatest dependence and influence, while the most important social actors are fashion designers due to their high level of influence on other stakeholders. As a strategic proposal for the sector, the use of Green Strategy, ethics in social networks, and regulations regarding the production of garments considered fast fashion are considered. This study constitutes a starting point for any sectoral strategic planning action that can be replicated in the region.