Mandatory entrepreneurial skills to confront a crisis setting

an analysis in the fluminense fashion sector

Abstract

Creative entrepreneurs in the fashion business transform their culture and creativity with a view to creating products with originality and high symbolic value. They take innovative postures, reinventing ways to create, produce and distribute. Furthermore, fashion, in the state of Rio de Janeiro, has enormous potential to generate both income and jobs. However, small business owners in the sector face numerous challenges to ensure the survival of their ventures. As if the crisis of recent years in Brazil, particularly in Rio de Janeiro, were not enough, an even more complex scenario was established due to the pandemic caused by the new coronavirus and the necessary adoption of social isolation policies, the closing of stores and the consequent increase in unemployment. Therefore, this work investigated which entrepreneurial skills should be improved so that fashion entrepreneurs can overcome the prevailing difficulties they face in such a scenario. To achieve this, a qualitative research was carried out with female entrepreneurs located in different cities in the state of Rio de Janeiro. As a result, the main entrepreneurial skills necessary to face a crisis environment were identified, serving as a contribution to other fashion entrepreneurs who are experiencing similar situations.