An Experience in Product Design in a Footwear Industry in Nova Serrana - Minas Gerais

Abstract

The footwear industry in Nova Serrana has as main markets the states of Minas Gerais and São Paul, as well as, a small insertion in the international scenery, where it is exported less than 5 % of its production. In Brazil, this city is known as a producer of popular shoe of, low aggregated value, intended for the public of the classes C and D. A small or almost null incorporation of “design” in the product is a significant contributing factor to attribute this industry the nickname of "print industry", limiting the competitiveness of the local businesses. This paper seeks to analyze the possibilities of integration of design in a local industry of athletic shoes. During the year of 2007 it was developed a new line of products aiming to attend the needs of the consumer market without the utilization of the copy. From the results of the project it is discussed the integration of design and a proposal of a new method for product development.