A importância do planejamento estratégico de coleções para a fidelização das consumidoras da the Queens moda feminina.

Abstract

This study aims to analyze how the strategic planning of collections can impact customer loyalty at The Queens Moda Feminina, seeking to understand the most effective strategies to strengthen the bond between the brand and its clients, while identifying their perceptions and expectations. The research adopts a descriptive qualitative and quantitative approach, using a structured questionnaire applied to 35 clients through social media during March and April 2025. In addition, direct observation of internal and external company data was conducted by the author, who is also the business owner. In this context, indicators such as customer engagement, retention, and collection performance were analyzed to provide a solid foundation for strategic recommendations. The results show that, although the company already applies planning practices, there is still a need to improve purchase recurrence and strengthen long-term customer relationships. The development of a Strategic Map stood out in this scenario, offering an integrated view of the organizational goals and supporting more assertive proposals. Among them, the implementation of a fixed thematic calendar of collections subdivided into drops was suggested as a strategy to increase the sense of novelty, create consistency in customer interaction, and encourage repeat purchases. Therefore, it is concluded that customer loyalty is directly linked to continuous strategic planning aligned with market trends, consumer preferences, and brand identity reinforcement, promoting a shopping experience that renews with each collection and consolidates The Queens as a reference in women’s fashion.