Marisa Stores

the promise of low prices in shop windows at avenida Paulista

Abstract

This research aims to understand the following problem: how Marisa stores, which have dressed the working class since its creation, rebuilt itself, giving the brand a new meaning as a point of sale for fashion, while an addresser donor of competences, Marisa brings fashion for those who learn fashion as a value to be cultivated. The goal of this research is to analyze how being among global enterprises on avenida Paulista, while being a local one, to present its new concept of retail chain and its consumers. For that purpose, we examined the windows of the store located between avenida Paulista and rua Peixoto Gomide, selected for better characterizing this new way of interaction and building brand visibility. To study the manifestations, the theoretical basis was the semiotics proposed by Algirdas Julien Greimas and the complementation of Eric Landowski, Jean-Marie Floch and Ana Claudia de Oliveira. We conclude that Marisa, by being installed at avenida Paulista, it was set at a place of visibility that no other store of the network has, and this visibility is one of exquisite versatility that creates the aesthetic of dressing lower income groups. Thus, on the practical values platforma — on which were once grounded the brand valuesa — there is a symbolic investment, which is part of the Marisa’s construction as a brand that has the power to dress people in fashion and that is in fashion.