Luz na passarela que lá vem elas : as empreendedoras do e-commerce de moda e acessórios

Abstract

In recent years, there has been an increase in the number of women who have opened small businesses in the fashion and accessories sector in Brazil. The proposal in question is not the easiest, so these women face some difficulties when they decide to undertake. Given this scenario, many of them saw in e-commerce an important ally for overcoming obstacles that would guarantee the opening and, perhaps, the maintenance of these enterprises. Faced with numerical representation in the fashion and accessories sector on the national and local scene, in the study in question, the Individual microentrepreneurs were investigated. Therefore, this research aimed to investigate the motivations, challenges, and perspectives of micro-entrepreneurs from Aracaju, in the fashion and accessories field, who work in e-commerce. Therefore, characterized as a field research, with an exploratory nature and a qualitative approach. Data collection was carried out with six micro-entrepreneurs, through semistructured interviews. The analysis was carried out using the content analysis technique. The results show that financial, intimate and marketing issues were listed as the main motivations that led the aforementioned entrepreneurs to open their businesses in electronic format. Among the challenges faced by these women during the entrepreneurial process, the following stood out: the great competition in the sector, the lack of training, knowledge, and trust of customers and in themselves. Despite this, the interviewees are very positive about the future of e-commerce and their business, most of them planning to invest in knowledge and partnerships in order to progress with their ventures.