Differentiation and competitiveness of Brazilian fashion offer in international market/ Diferenciacao e competitividade da oferta de moda Brasileira no mercado internacional/ Diferenciación y competitividad de la oferta de moda Brasileña en el mercado internacional

Purpose: The research seeks to understand competitiveness of Brazilian fashion export from the perspective of competitive advantage. Originality/gap/relevance/implications: The study advances in Brazilian fashion comprehension, acknowledging the distinctive elements that may compose fashion offer for the international market. It contributes to relate variables seldom investigated as competitive advantage, differentiation and internationalization of Brazilian fashion. As a practical contribution, the research can guide managers seeking to increase its offer abroad by listing distinctive elements of Brazilian fashion. Key methodological aspects: the study is supported by qualitative approach. Data were collected through in-depth interviews with market participants, being five agents to support the insertion of Brazilian fashion into the international market, four agents of demanding markets (organizational consumers). We used the speech analysis technique to examine the data. Summary of key results: In order to compete internationally, Brazilian fashion supply may be based on: 1. design; 2. quality in sewing, cutting, machining, modeling, proper use of raw materials and comfort of the piece, 3. support and services; 4. development of attributes related to the country of origin, such as color, vibration, relaxation, joy, and image of Brazil, 5. deal prices suitable to offer. Key considerations/conclusions: Brazilian fashion abroad is still inserted modestly. Brazilian fashion managers can support their offer on attributes related to country of origin, always focusing on the global consumer, as well as on price and quality, since they are still inhibiting factors of the international performance of Brazilian fashion. KEYWORDS Brazilian fashion. Competitive advantage. Fashion export. Differentiation. Competitiveness. Objetivo: A pesquisa busca compreender como se da a competitividade da exportacao de moda brasileira sob a perspectiva da vantagem competitiva. Originalidade/lacuna/relevancia/implicacoes: O estudo avanca no conhecimento sobre a moda brasileira e os elementos distintivos que devem compor a sua oferta no mercado internacional. Contribui ao relacionar variaveis pouco investigadas como vantagem competitiva, diferenciacao e internacionalizacao da moda brasileira. Como contribuicao gerencial, a pesquisa pode orientar gestores que buscam incrementar sua oferta no exterior ao elencarem elementos distintivos da moda brasileira. Principais aspectos metodolo