Estratégias de marketing: estudo de múltiplos casos em lojas de moda feminina

Abstract

This study aims to analyze the marketing strategies adopted by companies in the women's fashion sector, based on the elements of the marketing mix (4Ps): product, price, place, and promotion. The research is characterized as applied, descriptive, and qualitative, developed through a multiple case study involving the companies Amora, TF Moda Íntima, and The Queens Moda Feminina. Data collection was conducted through a structured questionnaire containing 18 questions, applied via Google Forms, in addition to bibliographic and documentary analysis. The results indicate that the companies adopt similar marketing strategies, especially regarding digital presence, perceived value, and customer relationship. However, significant differences were identified in terms of strategic planning and the use of performance indicators. It is concluded that the integration between theory and practice, combined with structured planning and data-driven decision-making, is essential to strengthen marketing strategies and enhance competitiveness in the women's fashion retail sector.