OUTLETS: UMA ALTERNATIVA PARA ALAVANCAR A COMPETITIVIDADE DAS MARCAS DE LUXO OU UM PERIGO À IMAGEM?

This article aimed to identify the influence of outlets in the image of luxury brands. Beside this, it aimed to characterize the luxury, understand the consumers’ buying motives and, at last, identify the outlet concept. It was used a qualitative and exploratory research, in which the support research was based on in-depth interviews, by using a semi-structured script, with Sergio K consumers and sellers from Sao Paulo. For the interviews’ treatment, the content analysis method was applied, which revealed that the quality is what most represent the luxury for the interviewed, being the brand the most important factor at the time of buying. Furthermore, for the interviewed, the outlets are considered places where old collections in lower prices are sold. Finally, it was concluded that the outlets do not interfere in the image of luxury brand and more emphatically when is about Sergio K brand, which was consider as a more accessible luxury by the interviewed.