Ricardo Limongi, A. Dias, A. L. D. Silva, D. Oliveira, Otavio Freire
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Do “Off” ao “On” no Mercado Atacado de Moda: o Potencial de Influenciadores Digitais
This teaching case addresses implementing a wholesale fashion mall’s online channel that previously had its non-offline marketing strategies. The mall managed the change due to the drop in the store occupancy rate between 2018 and 2019. The mall managers selected the marketing team that opted to evolve towards the digital environment, a newsletter for using the digital strategy with digital influencers. Thus, this case’s objective is to promote the difficulties in choosing digital influencers and especially concerning the results selected in addition to digital media.
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