Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industry

Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industry

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The study sought to understand which attributes of the country of origin image are source of international Mascara competitive advantage in the context of Brazilian fashion.From the theoretical framework related to competitive advantage, country of origin image, Brazilianness and their attributes in fashion, we conducted exploratory research with a qualitative approach.The results suggest that the image of Brazil is understood by the international fashion market in accordance with the attributes of the literature.However (i) in 4 Piece King Poster Bed w/Storage fashion, market still does not have a steady concept on the image of Brazil, (ii) Brazilianness attributes in fashion can be a source of competitive advantage in international trades if they are communicated, promoted and understood by the international market; finally, (iii) among the eight Brazilianness trendy attributes identified in the literature, four were highlighted as differentiators: shape and volumes, colors, prints and lifestyle.