O impacto da pandemia nas empresas de vestuário: um estudo na cidade de Santana do Livramento/RS

Abstract

The Covid-19 pandemic has brought countless impacts to the lives of individuals, and it is no different in the business field. In this sense, the present study has the general objective of understanding the process of adapting the marketing strategies of women's clothing companies in the city of Santana do Livramento / RS, in the face of the challenges imposed by the pandemic. Thus, a research with a qualitative approach, of the descriptive type, was carried out from a narrative research. For data collection, interviews were conducted through a semi structured script with eleven companies in the city, and the data were analyzed by interpretive analysis. Among the main results, we emphasize the lack of knowledge of entrepreneurs about social networks and the lack of preparation in relation to the use of these strategies. It was also identified that the rapid adaptation of companies to the digital world took place quickly and necessary. Thus, this study contributes to demonstrating that both academics and entrepreneurs should be more attentive to digital marketing, which is currently part of the reality of companies.