Marketing digital: o impacto causado pela covid-19 sobre e- commerce no setor de moda feminina em São Luis-MA

Abstract

Over the last few decades, marketing has been constantly evolving in order to meet the demands of consumers and the women's fashion market. With the advent of the COVID-19 pandemic, people's lives and routines have undergone intense changes. Given the measures that restricted circulation and the closing of stores, companies needed to innovate in the way of working, and at this moment digital marketing presented itself as a solution to this cause. Therefore, the general objective of the work was to understand the impacts of digital marketing caused during the pandemic and its reflexes in the e-commerce of the women's fashion sector in São Luis. For this, a bibliographic review was carried out followed by a field research with the application of a survey form aimed at consumers, in addition to conducting interviews with representatives of women's clothing retail stores. As a result, it was observed that important changes occurred in the way women's clothing stores used digital platforms, it was understood that consumption was stimulated and the shopping habit maintained, even in the face of the pandemic. It is thus concluded that in this period digital marketing was essential for women's clothing retail during the pandemic.