Da loja física para os meios digitais: moda, consumo e comunicação nas lojas de vestuário em Garanhuns.

Clothing has gone through many changes over the centuries, depending on its mode of production and people's consumption habits. Fashion has undergone several modifications, reflecting the social changes of each decade. The period of greatest change in the fashion industry was in the twentieth century. Thanks to the technological revolution, productio and consumption has become faster. In the 21st century with the spread of digital media, companies began to invest in digital platforms, including apparel brands, in order to stay competitive and establish a stronger relationship with their customers. This research investigated how fashion has evolved to the present and reached the digital era and the new business models in which social media are presented as online stores. We sought to understand how marketers and social media specialists manage fashion brands in the city of Garanhuns, noting how customer interaction and brand promotion through Instagram are capable of influence sales performance. Quantitative and qualitative methodologies were used, with the techniques of bibliographic research, internet research, interview, and netnography.