Riachuelo’s New Brand Positioning: a New Premium Perception from Consumers’ Point of View
Ana Clara Amaral, Student; Caroline Dubard, Student; Fabrizio Scordamaglio, Student; Larissa Zanutto Piva, Student; Mariana Gozzi, Student; Nicole Otsuka, Student; Raissa Vicentin de Moura, Student; Vinicius Neia, Student; Telma Azevedo, Assistant Professor; Regina Sanchez, Professor

Abstract
Fast Fashion is a term used to define a strategy used by big department store, which have fast and continuous production, always seeking to bring new trends to the target market. The objective of this study is to analyze the brand positioning change that happened to Riachuelo, a fast fashion clothing store, considering different aspects, such as target market, changes in consumer behavior in this segment and in the Brazilian market as a whole. To understand consumption in this industry and the reason and objectives that led to this brand positioning change, a quantitative research was carried out with the brand consumers after a qualitative research was done with managers and employees of the company. The results indicated that there was not a change in target market nor was there a change in consumers’ shopping behavior or demands. It was possible to conclude, based on the data collected, that the company wanted to increase its target market without losing some characteristics, such as affordable prices and the image of a modern and popular brand. Given the situation explained above, it was possible to observe that Riachuelo works with different strategies to increase consumers’ perception of their products, so they modified their positioning to reach new markets, offering clothing according to fast fashion concept.

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