Desafios e oportunidades do empreendedorismo feminino na moda circular: o caso Charlotte

Abstract

Circular fashion is integrated into the fashion sector, proposing a business model in which clothes and accessories are designed, produced, used, and discarded to reduce environmental impact and promote the responsible use of natural resources. In female entrepreneurship studies, despite the significant challenges women entrepreneurs face, undertaking circular fashion represents breaking barriers imposed by traditional enterprises. In this Course Completion Work, the objective was to understand the challenges and opportunities of female entrepreneurship in a circular fashion. The methodology is characterized by a qualitative approach, field research carried out based on an interview with an entrepreneur from Charlotte Brechó, which operates in the clothing and accessories sales segment using the concepts and practices of circular fashion, located in the municipality of Chapecó/SC. The results indicate that Charlotte, initially, encourages the practice of conscious consumption, given that the concept of Circular Fashion is still recent, especially in urban centers such as Chapecó- SC. Practices such as curating pieces to ensure quality and style are fundamental to implementing this concept. Through this curation, Charlotte ensures that each selected piece meets consumers' aesthetic standards and contributes to the longevity of clothing use, reducing waste and promoting sustainability. This approach educates consumers about the importance of more conscious choices and encourages the adoption of purchasing habits that minimize negative environmental impacts. We also highlight some difficulties presented in times of economic difficulties, many consumers consider fashion a luxury, not a necessity. The entrepreneur demonstrated that she is resilient and her practices in circular fashion are focused on innovation, highlighting the importance of adopting strategies guided by the concept of <sustainable business=, an essential factor for women entrepreneurs who practice circular fashion.