Situacion industria de la moda en Jalisco

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Presentación basada en un estudio elaborado por SEIJAL para la elaboración del plan estratégico de la industria del vestido en Jalisco 2009, con comentarios y críticas / Universidad de Guadalajara / Laboratorio de Innovación Tecnológica para la Industria de la Moda / 2013

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Situacion industria de la moda en Jalisco

  1. 1. Moda en JaliscoAlberto Rosa Sierra, Dr. Ing.Situación de la Industria de la
  2. 2. Aclaración Esta presentación está basadaen material elaborado por contadores,administradores y personas que usan elpower-point con las patas....
  3. 3. !"#$%&()#(*+,-.%/0%"#%1$/2(),#%!"#$%&()#(*+,-.%/0%"#%1$/2(),#%3!"#$%&()#(*+,-.%/0%"#%1$/2(),#%!"#$%&()#(*+,-.%/0%"#%1$/2(),#%/0"%40(,/.%/0%5#",-./0"%40(,/.%/0%5#",-.6,-,078)0%9::;6,-,078)0%9::;Estudio realizado por el SEIJAL en 2009
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  22. 22. !"#$%&&()! *+ ,-./0 $1 +2 3"#$%&&() $1 +2 )$%45"2$1+ 6145$# 14 3"#$%&5# 32"2 $272! *+ 3"#$%&5# 32"2 &282++1"# &#)9#"72 1+:;.:0 $1 +2 3"#$%&&()! *+ <<.<0 14 3"#$%&5# 32"2 )=# > )=2.! :.,0 14 3"#$%&5# 32"2 ?18@4!"#$%&%!"#(()(*+,-./)0*123$45)0*! *) 1+ A.,0 $1 #5"#4 1)5"2) 3"#$%&5#4&#7# B#32 #"5#3@$&2C 73"14#)14 >8#"$2$#4#$%&($)*+,#$%&($)*+,6708)9*:-;;,3$/<)/*
  23. 23. !"#$%&&()!"#"! *+ ,-./0 $1 +2 3"#$%&&() 32"2 $242 5#)6+%525! 7#) %)2 32"8&32&() 43#"82)81 $1+,9.-0 51 :26"&2 "#32 $1 &1"14#)2! *+ ,;.,0 15 3"#$%&8# $1 41<&+++2.! *) 1+ ,9.,0 $1 #8"#5 1)8"2) 3"#$%&8#5&#4# =2+$25> 5?#"8> 3@2425> %):#"415>!"#$%&()*+,-.#/01)2+34/5&"46$%7/8)9+:";%&9)0+<$6#09)0+&#4# =2+$25> 5?#"8> 3@2425> %):#"415>52&#5 A 26"B#5&"()*"+,-.&"()*"+,-.=/>$/-?>@)1+:6/;"5A/#$6"B)(+34/5C>$"6%6D)9+=-/E"6/#9)1+34/5&"5F"6"G>%/09)1+H"IJ-%--/08)0+
  24. 24. !"#$%&&()!"#"$$%&! *+ ,-./0 $1 +2 3"#$%&&() 32"2 &242++1"#15 617&+++2! *+ 89./0 $1 +2 3"#$%&&() 15 32):2+() ;1+ 8<.=0 5#) &26525! >2 3+2;1"2 #&%32 1+ 8?.@0 $1+ +23"#$%&&().! *) 1+ 8@.@0 $1 #:"#5 1):"2) 3"#$%&:#5!"#$%"&()*+",-"./,&0(1*234"567438-$9":7;$63&(1*<-83%&=(=*! *) 1+ 8@.@0 $1 #:"#5 1):"2) 3"#$%&:#5&#6# 5A#":B 3C2625B %)D#"615B 52&#5 ;24"E#5*"#&+,"-.%/*"#&+,"-.%/:8";75>"%-87?(0*234"5@,-78$380(A*+."B78"%&C(=*234"5675!787#3,$"D(*E7FG.$.."D?(1*234"567438-$9"0(A*
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n qué quedamos?
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
  27. 27. !"#$%&"$()&*+),-*.,-&*/)0*$! !" #$%&($ )*$(+,-$ (+%&." ,+".& +()*+&.& +& ,+ /0123 (+4*$& ,+4+".0! 5+*$ +" 16768 ,+ ".& +()*+&.&#$%&(+ )$* "$ (#9$ 20666 (+4*$&!:. (.4+*-. )*-(. #$%&(-,. )*$;-+%++% % <37=8 ,+ ,-&4*->-,$*+& ? +"*+&4$0 2@728 ,+ A.>*-#.%4+& !"#$%#&!#"####$(&##%(###)(###"(###$#(###$*(###+#(###11B.>*-#.%4+&B.>*-#.%4+&1)+,"$&)#$%*0)$!"#$%&".,"&)(-"&)#$%*0234567&)+,"$*+&4$0 2@728 ,+ A.>*-#.%4+&,-./0-12-340(5*+678910-:9;/<(5$%6$7#6#7 !6#7 $#6#7 $!6#7 %#6#7!
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
  29. 29. !"#"$%&"&()%*%+"&"#,-./&%-#-,#,-$/0-12&(0),%"/*3/0)%&-&/4"*%0$-!"#$%$!#&%$#$%$$#"%$$#(%$!#"%$(#)%*+,-./0123/415-6317819+:4;31<17/=/32-=/4>-99+:4;-3?+417/,!"#$%&($)*+,#$%&($)*+,$(#)%(@#A%(#@%$!#!%$(#A%;-3?+417/,;+42831,B1C17/0D149E17/F?G1H8-?
  30. 30. !"#$%&()*+#,*%(*-&+,#%#./(*01&*(,&2(*%(*3,41)-"5(*&%*6&)-54#*4&*7(%5)+#895&,&*:"#$%&();8<1(%&);!!" #$%& ( ")* (+,-(*)* (./0(*1))*12(.(. )"34. ,-56"(+) /5. ")1(/.5"537) 80( 012"29). (. "):)6-2/)/2;.$!<(+5* 80( ( (*5* (" =>$>&+(./25.) 80( -(802(-( )/10)"29)/2;.?! !" @@$@& +(./25.) ") :)"1) ()015+)129)/2;.$! A(802(-(. 1(/.5"537) +)* (:2/2(.1( B!"#$%&()*$+&CD8<1(%&);! A(802(-(. 1(/.5"537) +)* (:2/2(.1( B,-50/12E) (" %>$>&! !" F$C& 12(.( ,-56"(+)* -(")/25.)5*/5. -(,)-)/25.(* B +).1(.2+2(.15 (") G)802.)-2)H)6-2/).1(*H)6-2/).1(**,$,&--$-&%,$,&.$/&012314153612"715"(8012314163(913"715":8;1<4=>"5"=83=4?4@A(B653"C1(4D1?4E6"=8421<4A=@1A=
  31. 31. !"#$%&##()*+%,)(-)$%&,)&)(.))(#/&0&#,1)(2%2(.30#2324! !" ##$%& ( ")* (+,-(*)* -(,.-/)00(1(*2/)- )"340) 5)6420)-2) (0(*,(17821. ,)-) (8212(0/)- *4*,-.1(*.*! %9$:& ( (*/.* "(* 20/(-(*) )642-2-") 5)6420)-2); (" <$%& -(*/)0/(+(012.0)0 (*/)- 20/(-(*).* *2 *( )!"##$%&())$*&=)>-21)0/(*=)>-21)0/(*+(012.0)0 (*/)- 20/(-(*).* *2 *( )(" 1)*. (0 -(0/)-")%+$)&,$%&-$-&#-$-&,-$-&+-$-&.-$-&*--$-&/012"3"04 5678404
  32. 32. !"#$%&(#)*+)%+,(#),+,%-+%,.)/),*0+%1#1%-+2/,1213!"#$%&()*+,(((( --./0!"#$%&(1),22),((((((((((((((((((((((((((((((( 3.30!"#$%&(2+()45(((((((((( 3.30!"#$%&(6),72),((((((((((((((((((((((((((((((((( 8.80!"#$%&(197%552),(((((((((((((((((((((((((((((((((((((( :.:0!"#$%&(;5%92),((((((((((((((((((((((((((((((((((((((((( :.:0!"#$%&(,+67((((((((((((((((((((((((((((((((((((((((((((( <.<0!"#$%&(1)7)&2),(((((((((((((((((((((((((((((((((((((((( =.=0>)55,+7+,(((((((( ?.?0!"#$%&(;,+7%&2),((((((((((((((((((((((((((((((((((((((( ?.?0!"#$%&(2)15%552),(2+(1)59((((((((((((((((((((((((((((( @.@0!"#$%&(;%6)+7((((((((((((((((((((((((((((((((((((((((((( @.@0!"#$%&(7+&2+2),((((((((((((((((( @.@0!"#$%&(A%&%()*+,((((((((((((((((((((((((((((((((((((((((( @.@0B5&6C(%&2$97,%5(((((((((((((((((((((((((((((((( @.@0B5)7+,(((((((((((((((((((((((((((((((((((((((((((( @.@0!"#$%&($)*+,#$%&($)*+,B5)7+,(((((((((((((((((((((((((((((((((((((((((((( @.@0D57(((((((((((((((((((((((((((((((((((((((((((((( -.-0E+&+,2),(2+(*;),(F1)%5+,G(;,(;5&6C9((((((((( -.-0!"#$%&(;+H2),(I(2)152),(2+(1)59((((((((((((((-.-0!"#$%&(5+7%552),(((((((((((((((((((((((((((((((((((((( -.-0!"#$%&(;,+9%552),(((((((( -.-0!"#$%&(2+(6)97$,9((((((((((((((((((((((((((((((( -.-0!"#$%&(;,(;)&+,(6%&7%559(((((((((((((((((((((((((((((( -.-0!"#$%&(,+67(A%&%()*+,((((((((((((((((((((((((((( -.-0!"#$%&(79%A(;,(1),22)9(((((((((((((((((((((( -.-0!"#$%&(7,J2),((((((((((((((((((((((((((((((((( -.-0!"#$%&(;,(K1,%6,(J;7)((((((((((((((((((((((( -.-0L%97+A(2+(;7,)&4+(((((((((((((((((((((((((((((( -.-0L)K7M,+(2+(2%9+N)(((((((((((((((((((((((((((((((( -.-0
  33. 33. !"#$%$&(%)*+(#$,-(./(0/0-120(/3#/1+0(,1(04(/5,1/06! 7% 89:9; ./ %0 /5,1/00 5/+<$-+ 4#$%$&1%)*+ #$,- ./ 0/0-12 /3#/1+ ,1 %/5,1/0:! =/ /0#0 /+ ,1-5/.$- 4#$%$&1-+ <0$ 80/0-120 /+ /% 4%#$5- >-? <-+ 1+)-0 @4/A+ ./0./ 4+ 0/0-12 BC:!"#$%$&()*%#&+,%,&!"#$%&($)*+,#$%&($)*+,#+%*&#*%-&.-%$&.%#& *%)& *%)& .%#&#%-&.%#&,%,&/%,&.,%,&./%,&*,%,&*/%,&#,%,&#/%,&+,%,&. * # + ) 0 ., .* .0Que tipo de asesoría?...obviamente NO de diseño...
  34. 34. !"#$%&(&)(#*"+! ,- ./012 ( -"+ (345(+"+ (#*5()6+*""+3(#76%#"# *(#(5 8# #6)(- ( )(#*"+ 3(#+8"-3(#%+ " 9:11;111! ,- <.0.2 (#*5( 9:11;111 = 9<.1;111! >?*(#(3%+ 8# #6)(- 45%3(6% ( )(#*"+!"#$%&!#!%&$#$%$#$%($#$%!$#$%)$#$%*$#$%! >?*(#(3%+ 8# #6)(- 45%3(6% ( )(#*"+3(#+8"- ( 9@11;111011"#$%&#()*+"#$%&#()*+*#$%(#!% #+% +#+% $#"%$#$%+$#$%&$#$%,-./01213+$$4$$$13+$$4$$+1213&!$4$$$3&!$4$$+1213!$$4$$$3!$$4$$+1213+5$$$4$$$13+5$$$4$$$1213&5!$$4$$$3&5!$$4$$+1213!5$$$4$$$,2617-13!8$$$4$$$
  35. 35. !"#$%"&(")*+,-+.-*$/#! 01 22345 ,-1 6%7,($7 .-*,",7 #-8-,/ -* 1/ 17(/1",/,! 01 4935: #- ,"#$%"&;- %-<"7*/1=-*$-! 01 >?345 #- ./ /1 %-#$7 ,-1 6/@#! 01 A3:5 #- -B67%$/!"#$%&"(&)*+#,-./012)%3$*45%6"#7.80#$%&($)*+,#$%&($)*+,9%4*("#::./0!";5%6*("#/<.80Ahora sabemos cómo se mantiene Medrano...
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
  37. 37. !"#$%&()*+%#,)-)./%0/1/%23(1%+#+%01*(#4,*+5! 6- 789:; ( -/+ 23,/+ +*3 1/-)./(/+ 3 -*+0#3,*+ ( 23,/9!6- <=97; ( +,/+ -/+ 1/-)./3 -*+ 23((*1+4*&* >?#1./ ( 23,/+@!6- 79A; +*3 1/-)./(/+ 3 ?1)/+ BC0*+)4)*3+!"#$%&()*)#$+,-./0!%1$+2()3)14+&5678%&494%#)&,.:0;$1%&<.-0!"! D3 =9=; ( -/+ 23,/+ + 1/-)./3 0*1 &()*( 0*1,/-+ ( E3,13,! 63 - <98; 3,1/3 4*340,*+ 4*&* 4-)3,+14*&3(/(*+ 01)34)0/-&3,F +G#)(* (,)/3G#)+ B 0*1 ,-$?*3*9#$%&($)*+,#$%&($)*+,3")1=+()*)#$+&<>.,0!%1$+2()?#$)1#)$>.>0El e-commerce NO existe...
  38. 38. !"#$%&(%)#$%*+(,#-! ./ 0123 4% /#) %&(%)#) %*+(,#51!./ 0163 ,7%5% /#5%) #(# %*+(,#( %5 %/ #8+!./ 6193 ,7%5% /#5%) %5 /+) (:*7&+) 0 #8+)! ./ ;123 ,7%5% /#5%) %5 &#) 4% 0 #8+)! ./ 2;123 5+ /#5%# %*+(,#(!"#!$%&#&$&#&$(&#&$)&#&$!&#&$*&#&$!"! ./ 2;123 5+ /#5%# %*+(,#(#$%&($)*+,#$%&($)*+,+#!$ +#*$*#($"#!$&#&$,&#&$+&#&$"&#&$-./01234 5634789749:493;05634789749+93;085634789749<389=79+93;08>09/6347397./01231
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  42. 42. !"#$%#&()*+(#,#-$-)*+.)+(+%-#/#..+)%0$1,#%+.)+(+2$.3*-"#+.)(+/)*-#.0+.)+4(#*%05&")%)$ %0,)$-"#0* *06") 0-"* /"#6()* %0$*#.)".* %0,0 (#,#-$-)*7! "#$%&() )*+& ,&$-.() &/ &0&1(.2)! 3++&45) ,& ./0+6&(+%1(%+6 2.65! 7)#$&(&/1.6 8./,9! 7)++%$1.-/! :&+16/1;6 6.<(.16 &/ 56 &=$)! >65(6 ,& $&+)/65 16$61.(6,)! >65(6 ,& $&+)/65 16$61.(6,)! ?&@ 6,%6/&+6A :65./1B.#)! 7)#$&(&/1.6 ,&5&65! C%& /) B6@6 0%/1.)/6,) DEFGH7! 7%)(6 ,&5 ":GG! 7)/(./4&/1.6 G6/.(6+.6! I655&+& 156/,&(./)#$%&($)*+,#$%&($)*+,Programas de Promoción Sectorial
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piniones de proveedores
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  52. 52. !"#$%&%()*(+,#),(+-#%.$&+&+$#.&+/0(+&,/01($(+,0$&)*(+(+&2#3! 4(56) ,&*#7 ,( & .#8&-19) ()-0(7*&,&&7 .$(),&7 ,( :(7*1$ 7#) &,/01$1,&7.$1)-1.&%()*( () .&;&7 -#%($-1&(7! <) #$,() ,( 1%.#$*&)-1& ( 7150() &7;#)&7 ,( :(7*1$= &7 *1(),&7,(.&$*&%()*&(7= *1(),&7 ,( %&$-&=*1&)5017= *1(),&7 ,( &0*#7($:1-1#=,17*$1801,#$(7 1),(.(),1()*(7 > .#$ 6*1%#!"#$#%&()*+,#"*%-(.#%&/*&0*%1,+2,*./#%&/*3#+1#)*.1#"*%2,*./#%&/*&)#+#2,#.45,%!!""##""$$""%%""&&""?@AB#%($-1&1;&,#$(7B#%($-1&1;&,#$(7,17*$1801,#$(7 1),(.(),1()*(7 > .#$ 6*1%#() 8#0*1/0(72,#.45,%2,*./#%&/*&651(%*+0,,(7,%1+,85,/(+&,./*3*./,*.1*9(51,:5*%%""""((""))""Opiniones de consumidores
  53. 53. Opiniones de consumidores!"#$%&#""#&()"#)"%*+&(,-#$%-$.-/"00&#/&0-,(%1.,&0)".#-+("#)-)"2"0,%(*30%*+&(,-#,"0+-(-.0,")!"#$%"%&()$*+,-.*!!""##""$$""4567&*"($%-/%8-)&("07&*"($%-/%8-)&("0/$-(0*1*%"%%""&&""Pregunta: Qué entiendela gente por calidad?
  54. 54. !"#$%"&()*+%,-".$%"+%/%"+%"0%(%,"$(-"1,%(+-"+%"2%)0*,"1-,-".$%"$)0%+"+%&*+-"&31,-,4-5!"#"$"%&%!()$"!*+(%,#$+-%!*+("%$+.$*#"%&/%+%$+0"%(%$"(%,##)+($+!*+(%/)1+2%-%3/"%&%,3/)/"/!*+(%/)1+2%&%,"0)/"/!*+(%4#+,)%&%,"0)/"/!*+(%4#+,)%&%5*1$!*+(%$+#3)("/%&%6*+%1+%7+"%!)+(!*+("%,"0)/"/!*+("%,"0)/"/!*+("%8+,8*#"%&%6*+%1+"%/+%"05/9(%%0"("!*+("%+0"!#",)9(,"0)/"/,"0)/"/,"0)/"/,"0)/"/67893%,&*-4*:-+,%)93%,&*-4*:-+,%),"0)/"/,"0)/"/%+(%0"%$+0"%&%5*1$,"0)/"/%&%6*+%3+%5*1$+,"0)/"/-%/)1+2%&%6*+%$+(5"%!*+(%4#+,),"0)/"/-%4#+,)-%5*1$,"0)/"/-%$+#3)("/1-%/)1+2%&%3/",0#+1%4"#"%4/+#%,3!)("#0"1,0#)/%&%4#+,),93/",93/"%&%/*#"!0+,93/"%&%:*(,)("0,3/)/"//+4+(/+%/+%0"%3/"/)1+2;)1+2
  55. 55. !"#$%"&()*+%,-".$%"+%/%"+%"0%(%,"$(-"1,%(+-"+%"2%)0*,"1-,-".$%"$)0%+"+%&*+-"&31,-,4-5!"#$%&#&(")"*+,$#!-(+.,$/.+(+0+$,1&,&(2-$3$)-#0$$,!"#$%&42-$*&#$+0$,+1+,"$*0$$,5($1"&$*.-$*$#0+!&/&0(+,+3+(1+)-#0&/5($1"&3+(1+1&*+*0$1$!$*0$#!$.-$*+1+,"!+!&(")"*+,"!+!/*&6$!+!5&(3&!+/)-#0&5&(2-$3$)-#0+/5&($,5($1"&+11$#".,$5($1"&+11$#".,$/1+,"!+!2-$!$-*.-$*+#5$10&2-$$#0$."$*!"#$%+!&2-$$#0$."$*7$17+2-$$#0$.&*"0+/."$*7$17+67893%,&*-4*:-+,%)93%,&*-4*:-+,%)2-$$#0$.&*"0+/."$*7$17+2-$$#0$.&*"0+42-$3$)-#0$2-$$#0$!$*0(&!$,+3&!+4+.-$*5($1"&/($#"#0$*0$2-$$#0$*-$6+2-$$#0$$*.-$*$#0+!&4*&!$8$10-&#+2-$7+/+!$0+,,+/(+(&#3&!$,&#2-$,$)-#0$+-*&$,5($1"&2-$,&2-$3$)-#0$0$*)+0$,+!$.-$*+1+,"!+!/2-$$#0$+.-$*5($1"&2-$3$+)(+!$/2-$0$*)+-*5($1"&+11$#".,$2-$3$)-#0$2-$3$)-#0$2-$3$)-#0$2-$3$)-#0$1&3&#$3$6$+2-$3$)-#0$$,1&,&(/*&$#0$+*0"1-+!&2-$3$)-#0$$,!"#$%&/$,1&,&(Pregunta: Cual es el“gusto” de la gente?
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
  58. 58. !"#$%&$"()"%*+$",-)".)/0$")/"#)/.)1)234 567$%$ 8693:)" ;61*< =6>*##?"@3ABC30)% D65;;E*#)%&3$A3F$(*%)E*#)%&3$A3F$(*%)>*##?"@3ABC30)% D6G$+ !61$"#$%&$"#H"#)/&3*/$($",-)"*&-+$/"A*"+%3#)%*"!"A-0$%)
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
  64. 64. Conclusión?

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