Plano de negócio: proposta para loja de varejo de moda plus size na cidade de São Luiz Gonzaga-RS

Abstract

The plus-size Market is an area in great access, with about 6% of revenue per year according to the Brazilian clothing association (Abravest) and presented by the Brazilian service to support micro and small companies (SEBRAE, 2016). It is a wide market and full of possibilities since women no longer want to be taxed or left out of fashion because of their bodies and together with the body-positive movement, it contributes to this market, which aims at body selfacceptance, making women people accept their body the way it is (GLAMOUR, 2018). This study proposes a business plan for opening a plus size fashion retail store in the city of São Luiz Gonzaga-RS. Its goal is to develop a business plan for a plus clothing store in the city of São Luiz Gonzaga-RS and carry out market analysis, develop a marketing plan, define the operational plan, prepare the financial plan and develop scenarios and strategic evaluation. This study is justified to reinforce and practice all the academic education at the university over the years and for the company it aims to analyze the feasibility through the business plan on the possible opening of a retail store in the city of São Luiz Gonzaga, being the first store specializing in plus size in the city. The methodology of this study can be classified as to its purpose as basic research. The procedures used to obtain the data occurred through bibliographic research and application of a questionnaire to women who consider themselves plus size, a questionnaire was developed, with the intention of identifying the characteristics of the target audience of the research, as well as identifying their habits of purchase, and their taste in fashion and difficulty buying clothes over 44.Dornelas (2012) considers the business plan a management tool that can help the entrepreneur to turn his enterprise into reality if it is done logically and rationally as a good administrator. And you can see that when analyzing this plan and its projection with revenues, costs, and expenses, it was possible to perceive the business is viable and with great chances of being successful and welcomed by future customers of the municipality.