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Las zapatillas se han convertido en una de las prendas más importantes y preferidas por los consumidores. Así lo muestra ADEX, en su portal Data Trade (2020), en donde se identifica un crecimiento promedio, en los últimos tres años, del 35% en las importaciones de este calzado. Esta preferencia no se traduce a un simple gusto, sino va más allá al convertirse en una cultura, con consumidores más apasionados, perseguidores de nuevos lanzamientos y coleccionistas de ediciones limitadas. Por ende, brindan tiempo y dedicación en brindarles el cuidado adecuado. Ante esta necesidad, nace Lava Tu Taba, una solución para la limpieza especializada y cuidado de zapatillas. La propuesta combina la limpieza cuidadosa del calzado, con un sistema integral de delivery y el uso de tecnologías que permitirá reducir tiempos a nuestros clientes, así como brindarles seguridad necesaria al brindar un seguimiento completo a sus productos al ser tratados. Nuestro segmento son personas entre los 20 y 40 años ubicados en Lima Moderna y con un estilo de vida sofisticado. El proyecto cuenta con un crecimiento anual promedio proyectado del 27.3% y una demanda anual inicial de aproximadamente 11,000 servicios. El proyecto cuenta con una inversión inicial de S/ 82,427, la cual tendrá un financiamiento del 30%. Y presenta un VPN de S/146,145, TIR de 51.87%, IR de 2.79 y PRI 3.77 años, lo cual confirma su viabilidad financiera, para los 5 años de horizonte de tiempo. / Sneakers have become one of the most important and preferred garments by consumers. This is shown by ADEX, on its Data Trade portal (2020), where an average growth of 35% in imports of this footwear is identified in the last three years. This preference does not translate to simple taste, but goes further by becoming a culture, with more passionate consumers, persecutors of new releases and collectors of limited editions. Therefore, they give time and dedication to provide them with the proper care. Given this need, Lava Tu Taba was born, a solution for specialized cleaning and care of slippers. The proposal combines the careful cleaning of footwear, with a comprehensive delivery system and the use of technologies that will reduce our customers' time, as well as provide them with the necessary security by providing complete monitoring of their products when they are treated. Our segment is people between 20 and 40 years old located in Modern Lima and with a sophisticated lifestyle. The project has a projected average annual growth of 27.3% and an initial annual demand of approximately 11,000 services. The project has an initial investment of S / 82,427, which will have a financing of 30%. And it presents a NPV of S / 146,145, IRR of 51.87%, IR of 2.79 and PRI 3.77 years, which confirms its financial viability, for the 5-year time horizon. / Trabajo de investigación

Made available in DSpace on 2016-12-12T20:17:55Z (GMT). No. of bitstreams: 1 118616.pdf: 3322963 bytes, checksum: 8c90d7f36cbfba744957ccedd7c6749a (MD5) Previous issue date: 2014-07-31 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Research related to the thermal comfort in shoes has been bringing substantial technological advancements to the shoe sector. The present study aims to contribute the evaluation of the thermal comfort attribute of materials used in shoe manufacturing. During this development, qualitative and quantitative techniques were applied which contributed to the evaluation of the materials studied. Two volunteers participated in the present study where they tested five similar sneakers, manufactured with different types of lining materials being laminated synthetic polyurethane with viscose substrate, polyester, viscose and polyester mix, cacharrel and leather. Evaluated points: a) volunteers perception of heat and humidity thermal evaluation and easiness of wearing in a 1 to 10 scale; b) their perception in regards to the areas which present higher variation in thermal comfort; c) feet temperature variation from thermopairs readings (Digital Thermometer TD 890 with 4 channels); d) feet thermal radiation variation using thermographic camera (Eletrophysics PV 320 model). The measurement procedures were taken during a 30 min walk at 4km/h speed. The perception, the temperature and radiation evaluation were measured before and after the 30 min. walk. The qualitative research has appointed leather as the best performance material throughout the tests. The region, which presented the highest perception in heating and humidity increase perception, was the toes region. The highest increase in temperature occurred in the Viscose lined sneaker, with a general mean percentage of 13.16% for the thermo-pairs and of 14.03% for the thermographics. Leather had the best performance with a mean percentage of approximately 1%. Despite this difference, none of the materials was considered uncomfortable according to the ABNT/NBR 14837 table of the Level of Internal Shoe Temperature Comfort. All the materials used was considered comfortable with the exception of Viscose, which was considered normal/acceptable according to the table. / A pesquisa do conforto em calçados vem proporcionando avanços tecnológicos significativos para o setor calçadista. Este estudo procurou contribuir com a avaliação de materiais usados na confecção de calçados, que promovam conforto térmico. Ao longo do desenvolvimento, foram aplicadas técnicas qualitativas e quantitativas que contribuíram na avaliação destes materiais. Participaram do estudo duas voluntárias, que testaram cinco pares de sapatilhas similares, confeccionadas com diferentes materiais no forro, laminado sintético de poliuretano com substrato em viscose, poliéster, misto (viscose e poliéster), o cacharrel e o couro. Foram avaliados: a) a percepção das voluntárias quanto à avaliação térmica de aquecimento e umidade, e calce através de uma escala com pontuação de 1 a 10; b) a percepção das regiões que apresentaram maior alteração do conforto térmico; c) registro da variação de temperatura dos pés a partir de medidas com termopares (Termômetro Digital TD 890 com 4 canais); d) registro da variação da radiação térmica do pé utilizando câmera termográfica (Eletrophysics modelo PV 320). Os procedimentos de medidas, foram conduzidos ao longo de uma caminhada de 30 min a 4 km/h. A avaliação da percepção, temperatura e radiação foram medidas antes e depois da caminhada. A pesquisa qualitativa apontou, o couro como o material que apresentou maior desempenho ao longo dos testes. A região dos pés com maior percepção de aquecimento e umidade foram os dedos. O incremento de temperatura ocorreu principalmente na sapatilha com forro viscose, com uma média percentual geral de 13,16% para os termopares e 14,03% para a termografia. O couro teve o maior desempenho, com uma média percentual aproximadamente 1%. Apesar desta diferença, nenhum material foi considerado desconfortável, de acordo com a tabela do Nível de conforto da temperatura interna do calçado ABNT/NBR 14837. Todos os materiais foram considerados confortáveis, com exceção da viscose considerada de acordo com a tabela normal.

The fashion industry is going through a radical change with new technologies. Footwear designers are taking advantage of CAD-software to create groundbreaking models. However, it is not only from a design point of view that the field is changing, 3D-printing technology is becoming an alternative for manufacturing footwear against the contaminating mass-producing system adopted by the fashion industry, challenging the traditional trading system of the products. Starting with a market analysis and user’s research and incorporating later CAD modeling, 3D-scanning and 3D-printing, the following project develops a design workflow for 3D-printing footwear and presents the readers with fresh designs to compete in the market.

Background. Previous research on the investigation of brand personality (BP) can be found to use the personification metaphor of brands through celebrities, occupations and animals. Brand image research aims to discover the human characteristics attached to a brand. In this regard, the author suggests that as music can tell much of the personality of a person, then it would be possible to know the personality of a brand through music. The rationale behind is that music elicits “extramusical” information, such as emotions, values, dress codes and stereotypes of people; in relation to musical-genres. Purpose. This research aims to explore how music can help to produce brand knowledge. In particular how the extramusical information conveyed by musical-genres can be used as language to talk about the personality of a brand. Methodology. The empirical research was developed within an Interpretive research paradigm to learn from the perspective of consumers of hip-hop music in Sweden, how brand knowledge can be obtained from music as cognitive schema (CS). The data was gathered using a mixed-method research design. Two different projective techniques were employed in group sessions. On one session (N=11), visual collages were used to visually represent the brands using images of musicians and their description with brand personality traits. The second session (N=12) consisted of an associative task using music, followed by the application of the brand personality scale. The interpretation and analysis of findings was done through the triangulation of the methods’ data. Conclusions. The use of music genres as CS to produce brand knowledge can provide insightful information on the lifestyle and type of users that buy, consume or wear the brand. Extramusical information helps understand characteristics of BP through the lifestyle and profile of the musician or music-fan that was associated with the brand. In particular, brand knowledge can be gained in terms of demographic and psychographic characteristics associated to the brand. However, several theoretical implications for further research were identified in order to consolidate the BP/consumer/music relationship.

El presente trabajo de investigación se basa en una idea de negocio muy innovadora y atractiva para esta era moderna y sofisticada en la que actualmente vivimos. Walk Safe son zapatillas con GPS que brindan seguridad con monitoreo las 24 horas, elaborado con alta tecnología. Nuestro producto es elaborado por un taller propio con mano de obra peruana especialista el cual realiza la producción con materiales de calidad. La idea principal de este documento es explicar la viabilidad del proyecto, que ofrecerá al mercado un producto que brinde seguridad y confianza de los clientes. Este documento se desarrolla en 7 partes: resumen ejecutivo, aspectos generales del negocio, planeamiento estratégico, investigación y validación de mercado, plan de marketing, plan de operaciones, estructura organización y recursos humanos y finalmente el plan económico financiero. Con este análisis se fundamenta el éxito del proyecto, desde el planeamiento estratégico donde se estables variables generales de la industria del calzado, pasando por el plan de marketing donde se establece el tamaño de mercado donde el cual esperamos los ingresos. / The present research work is based on a very innovative and attractive business idea for this modern and sophisticated era in which we currently live. Walk Safe are shoes with GPS that provide security with 24-hour monitoring, made with high technology. Our product is made by our own workshop with specialist Peruvian labor, which makes the production with quality materials. The main idea of this document is to explain the viability of the project, which will offer the market a product that provides security and trust for customers. This document is developed in 7 parts: executive summary, general aspects of the business, strategic planning, market research and validation, marketing plan, operations plan, organizational structure and human resources and finally the financial economic plan. With this analysis the success of the project is based, from the strategic planning where general variables of the footwear industry are stable, through the marketing plan where the market size is established where we expect income. / Trabajo de investigación