Hospitality in women’s wear retail in São Paulo City

Abstract

This article investigates the relationship between seller and customer in retail women’s wear business in São Paulo, considering hospitality driven strategies adopted by it. It is assumed that in this segment people tend to play different roles according to common patterns of behavior, and that hospitality issues add a lot to what is already established as standard sales procedures. As relationships are increased, significant links are created, revealing different motives involving hospitality. A qualitative approach to in-depth semi-structured interviews was used. Owners, managers, sellers and customers were interviewed. Content analysis was used for data evaluation, adding hospitality elements to business such as consideration, concern, compassion and desire to please, which were identified as a significant asset among the sources.

Keywords: Hospitality, fashion retail, seller, customer, acting