TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE REINVENTION OF ABRACADABRA: CHALLENGES AND STRATEGIES AMID THE CONTRACTION OF THE CHILDREN S FURNITURE SECTOR IN BRAZIL | ||||||||||||
| Autor(es): |
KADU LIBMAN |
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| Colaborador(es): |
EDMUNDO EUTROPIO COELHO DE SOUZA - Orientador |
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| Catalogação: | 17/JUL/2025 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=71677@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=71677@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.71677 | ||||||||||||
| Resumo: | |||||||||||||
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This study investigates the decline of the children s furniture market in
Brazil between 2020 and 2024, considering factors such as declining birth rates and
changing consumer behavior. Through a case study of the company Abracadabra,
internal data and financial indicators are analyzed to highlight the decreasing
relevance of its children s line compared to its adult brand, Abra Casa. Based on
this diagnosis, repositioning strategies are proposed, focusing on higher valueadded products and premium design. The suggested actions aim to increase
Abracadabra s average ticket, markup, and perceived value, ensuring its
sustainability and competitiveness in the evolving consumer landscape.
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