“Learning-by-producing” in the fashion value chain

Abstract

The know-how and experience (“learning-by-doing and learning-by-producing”) is critical in the traditional industries. The Portuguese fashion industry has many SMEs with a long experience working in private label regime to other European companies. The process followed by Procalçado shows the importance of the “CEO vision” and “corporate strategy” to acquire new equipment and technology, qualifying the workers to develop new products based in these new investments, and prepare the resources to launch the concept and the brands to the right market. Procalçado owns the brands For Ever, WOCK and Lemmon Jelly. The methodology followed is qualitative using the single case study.