Calazans, Dinara Leslye Macedo e SilvaMoraes, Felipe Fernandes de2022-12-212022-12-212022-12-02MORAES, Felipe Fernandes de Moraes. Avaliar o modelo de negócio durante a Pandemia Covid-19: as estratégias da alta-costura para enfrentar a crise. Orientadora: Dinara Leslye Macedo E Silva Calazans. 2022. 45f. Trabalho de Conclusão de Curso (Graduação em Administração) - Departamento de Ciências Administrativas, Universidade Federal do Rio Grande do Norte, Natal, 2022.https://repositorio.ufrn.br/handle/123456789/50392Fashion reflects people's habits since the mid-15th century, the term "fashion" comes from the Latin "modus", which refers to the meaning of custom. The pandemic caused by the Sars-Cov-2 virus in 2020 led to changes in habits and significant impacts on consumer behavior, affecting various economic segments in the world, including the haute couture industry. The main objective of this study is to assess whether there was a change in the business model in the haute couture fashion segment during the Covid-19 pandemic. The research is a descriptive-exploratory study with a qualitative approach. The studied population comprises 25 haute couture brands, as well as fashion professionals and the target audience that consumes luxury items. The data collection technique in this study was through a literature review, carried out through the analysis of documents such as periodical articles, book consultation and empirical studies capable of comparing the new context of the haute couture sector. In the first instance, to support the central investigation, how traditional business models operated and the new challenges that haute couture businesses faced in the market were analyzed, thus analyzing whether or not there was innovation or adaptation in the haute couture business model. -sewing. With the completion of the research, it was found that in the face of a global panorama full of uncertainties due to the pandemic, the consumer's shopping journey has completely changed, requiring changes in the organizational structure of companies and demanding innovation in the business to meet new needs and have a sustainable business amid the crisis. Such a change required bringing together physical, digital and social aspects in a single business panorama capable of portraying our time, just as fashion tends to renew itself.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/Modelos de negócioEstratégia da alta costuraModelo de negócio na pandemiaIndústria da modabachelorThesisCNPQ::CIENCIAS SOCIAIS APLICADAS