A relevância do marketing digital para o varejo de vestuário de moda da cidade de Piripiri-PI

Abstract

The research developed here has as its theme the relevance of digital marketing for fashion clothing retail in the city of Piripiri-PI. The main objective of this article is to identify the importance of adopting marketing practices in retail trade during the pandemic period in one year, starting from the second half of 2020 until the second half of 2021. basis of this study through subjects such as: fashion market, marketing and extensions, online sales and e-commerce, ending with sales strategies. The investigation was expanded from semi-structured interviews carried out with four volunteer retailers from the city in question, with the purpose of knowing their ways of acting. Guided by the qualitative and exploratory bias of this study, it is maintained through the structure of the case study. Being exposed as results, the understanding, expansion and knowledge about digital marketing through the perspective of the subjects investigated here.