Grupo Meia Sola: luxo, concorrência interna e domínio do mercado de acessórios em Fortaleza

Abstract

The object of study of this work is the Meia Sola business group, which is the largest and most important of the segment of new luxury accessories in the fashion market of Fortaleza, and has been in operation for thirty-one years. This research aims to address aspects of luxury and new luxury, since the brands of the group (Meia Sola Accesorios and the franchises of Arezzo, Schutz, Anacapri and L'Occitane) market products of this segment. The internal competition and the market dominance exercised by these companies in the city were analyzed through bibliographic, documentary and qualitative research methodologies. It was perceived that the Meia Sola Group serves different target audiences and competes with each other so that all brands are not harmed by this competition.