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http://dspace.udla.edu.ec/handle/33000/8644| Tipo de material : | bachelorThesis |
| Título : | Propuesta de un proceso de diseño que se encuentre adaptado a las capacidades productivas de ASOTEXCAL, con el fin de alinear su marca a mercados nuevos y competitivos |
| Autor : | Armendáriz Castillo, Daniela Lissett |
| Tutor : | Cuervo Monguí, Óscar Andrés |
| Palabras clave : | INDUSTRIA TEXTIL;DISEÑO DE MARCA;PROMOCIÓN DEL PRODUCTO |
| Fecha de publicación : | 2017 |
| Editorial : | Quito: Universidad de las Américas, 2017 |
| Citación : | Armendáriz Castillo, D. (2017). Propuesta de un proceso de diseño que se encuentre adaptado a las capacidades productivas de ASOTEXCAL, con el fin de alinear su marca a mercados nuevos y competitivos (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | En Ecuador, la Industrial Textil representa un aporte significativo en el sector manufacturero... |
| Descripción : | In Ecuador, the Industrial Textile represents a significant contribution in the manufacturing sector. However, the development figures are very low, since they have barely reached 2% in recent years according to the Textile Industrialists Association of Ecuador. This is due to globalized competition, lack of quality within the processes and raw materials, lack of skilled labor, Chinese market, among others. In 2015 ASOTEXCAL (Association of textile production and related Calderón) is founded, a company dedicated to the manufacture of garments by maquila. Since the beginning of their work they have been dedicated to the elaboration of sports garments and one of their biggest income are those coming from governmental institutions, unfortunately; payments for this work are poorly paid. As an association, one of its main purposes is to form a microenterprise with its own line of casual and sportswear. In this sense, the present work seeks to strengthen the productive capacities, quality and competitiveness of these ventures through design. In the theoretical frame of the investigation, antecedents of the textile industry and the situation of ASOTEXCAL were highlighted. Within the reference aspects, real cases were presented that will demonstrate how the linkage of the design with groups of artisans can achieve the development and growth of the textile sector. For the conceptual aspects, established design processes that describe the characteristics of each stage of design, management, design for SMEs and management were studied. Finally, within the theoretical part, the legal regulations that should be taken into account and those that regulate the correct labeling and information of the garments were investigated. A multimodal approach was used for research in order to measure the knowledge of the members of the association in terms of design processes and techniques and the methodologies to be implemented in the process manual. For the development of the proposal, the brand created for the association was presented and a branding plan was drawn up with objectives, strategies and communication actions. Finally, the validation of the proposal is made and conclusions and recommendations are proposed |
| URI : | http://dspace.udla.edu.ec/handle/33000/8644 |
| Aparece en las colecciones: | Licenciatura en Diseño Gráfico e Industrial |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TDGI-2017-34.pdf | 7,93 MB | Adobe PDF | Visualizar/Abrir |
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