Vilalta, Luis Antônio2024-03-152024-03-152017PEREIRA, Kelma Nunes. Estratégias de marketing para o segmento de moda plus size: estudo de caso da marca XZ for all curves.. Goiânia (GO), 2017. 188 f. Dissertação (Mestrado Profissional em Administração) - Centro Universitário Alves Faria, 2017https://repositorio.unialfa.com.br/handle/123456789/240This study sought through the discussion of the theme of marketing strategy in the segment plus sizesuggest deeper debates on this subject from the case study of the company XZ that is in the process of expanding its brand to the city of São Paulo. Knowing that the company needs to understand and meet the needs and desires of this market, the objective of the study was to identify marketing strategies to promote the expansion of XZ brand plus size fashion products in the city of São Paulo. This segment was chosen because it is notorious the shortage of fashion products for the "chubby", and also because the company, which the researcher advises, has a pretension to act in that region. The objectives are an exploratory research, with secondary data collection through bibliographic research and in the single case study modality. The approach to data processing was qualitative and quantitative, in that the company managers were interviewed and questionnaires were applied to consumers and shopkeepers in the plus size segment. The results showed that despite the changes in the plus size segment regarding the growth of investment in the sector, there is still an untapped market with great potential for the XZ brand. However, the company must formalize its strategies into a marketing plan that is consistent with market demand.ptEstratégia de marketingConsumo de moda plus sizeSegmentação e posicionamento