Impacto das estratégias de posicionamento de marcas de moda feminina nas decisões de compra dos consumidores: uma revisão integrativa

Abstract

The study analyzes the impact of women's fashion brand positioning strategies on consumers' purchasing decisions. Faced with a dynamic and competitive market, brands need to differentiate themselves and create emotional connections with their audiences through elements such as visual identity, influencer marketing, sustainability and personalized experiences. The research used an integrative review of studies published between 2014 and 2024, selecting relevant articles on consumer behavior and marketing strategies in the women's fashion sector. Several approaches were analyzed, including the use of social networks as digital showcases, the influence of promotional campaigns and the impact of sustainability as a factor in purchasing decisions. The results highlight the growing importance of digital marketing, especially the role of influencers and social networks, which increase consumer trust and strengthen brand identity. In addition, strategies such as experiential marketing and emotional branding have proven effective in building customer loyalty. The study concludes that brands that adopt a strategic positioning aligned with consumer expectations achieve greater engagement and competitiveness. Authenticity, innovation and adaptation to new trends are essential factors for success in the women's fashion market.