Preferências dos consumidores de vestuário de Caicó/RN: uma análise dos elementos que influenciam a opção pela Shein em detrimento do comércio físico local

Abstract

With the evolution of Information and Communications Technologies in the 20th century, information about the culture of fashion consumption has become global. This evolution also took place in the form of production, giving rise to Fast Fashion: rapid production and rapid turnover, with accessibility. This work aims to understand what motivates and what does not motivate online vs. physical fashion consumption in the interior of Rio Grande do Norte, in the city of Caicó. The research is characterized as exploratory, qualitative and quantitative and was divided into 6 stages, which are: search for theoretical references, application of a questionnaire and analysis of the data obtained. In which it was identified that consumers and former consumers are young people from generation X, Y and Z. It was discovered that cost-benefit is a decisive factor for both, considering their socioeconomic profiles.