Entre o tradicional e o digital: estratégias de marketing para o publico de moda feminina

Abstract

The research aims to analyze the marketing strategies adopted by the company Glória Lima, a small, family-owned women’s fashion manufacturing business, in light of the challenge of simultaneously serving two distinct consumer profiles. The study sought to identify how Glória Lima can integrate traditional customer service practices with digital strategies, promoting a hybrid consumption experience consistent with the expectations of different generations. The theoretical framework addressed concepts related to marketing, consumer behavior, customer loyalty, and digitalization in the fashion retail sector. The results demonstrate that the adoption of a hybrid model, which strategically combines physical and digital channels, significantly contributes to strengthening relationships with consumers, increasing competitiveness, and consolidating the brand’s image. It is concluded that the integration of tradition and innovation is the most promising path to ensure the continuity, relevance, and sustainable growth of Glória Lima in the contemporary women’s fashion market.