O instagram como ferramenta de vendas e marketing digital para a moda autoral: estudo de caso da marca Nalí

Abstract

This article discusses how the Instagram social network can be an effective sales and marketing communication tool for the authorial fashion brands. The methodology used was the case study of the Nalí brand, from the women's fashion segment. For the collection of the data, the bibliographical research, the documentary and the field research were used, having as instrument the interview applied to the person in charge of the brand. This theme becomes relevant due to the rise of the application as a digital sales and marketing tools, through which it creates a strong identity and direct communication with the customer.