GOOD PRACTICES AND CHALLENGES IN SALES MANAGEMENT: CONTRIBUTIONS FROM PLUS-SIZE CLOTHING STORES IN SÃO JOSÉ DOS CAMPOS

There is significant complexity, competitiveness, and dynamism in the market, where companies face numerous challenges to remain relevant and profitable. This qualitative study analyzes the good practices and challenges in sales management for clothing stores of São José dos Campos. The objective is to propose recommendations to improve sales results in the women's plus-size fashion textile sector. The study identified best practices such as following fashion trends, enhancing product value, and implementing effective marketing strategies. On the other hand, challenges included high prices, a restricted target audience, and the lack of an attractive store layout. As limitations, the research encountered a scarcity of stores in this segment within São José dos Campos and difficulties in finding adequate materials for a deeper market analysis.