Empreendedorismo feminino no ramo da moda: um estudo de caso em Palmas - TO e Itajaí - SC

Abstract

Female entrepreneurship is growing around the world every day, and the fashion industry is the field most often chosen by women entrepreneurs because they identify with this area. In this way, the present work aims to describe the characteristics of female entrepreneurs from Palmas - TO and Itajaí-SC in the fashion industry. As specific objectives, we sought to outline the profile of women entrepreneurs, identify survival strategies and specify the difficulties in the process of building the company. The methodology used is based on qualitative research with the application of questionnaires with closed and open questions to twenty female entrepreneurs. The results concluded that entrepreneurs in the fashion industry, despite having been in the market for a short time, have management strategies, especially in relation to communication. They use social media to promote their products, promote the brand, increase sales and reach more customers. It was possible to identify that they find difficulties in the development of the company because they are women.