It worked as sub-publisher of the blog/site of the journalist and presenter of program GNT Fashion, Lilian Pacce, and it collaborated for sites RG Vogue, Radar55, Who Online, Chic and FilmeFashion, beyond substances for the periodical Leaf of So Paulo, periodical Leading Brazilian business newspaper, magazine Catherine and magazines Who, Marie Claire and RG Vogue. The comuniclogo brings in its blog, Descolex, that the industry of the fashion in Brazil represented an esteem invoicing of US$ 47 billion in 2009 – given of the Brazilian Association of Textile Industry and Confection (Abit). This means a participation of about 3,5% in the Brazilian GIP. The sector still is 2 bigger employer of the transformation industry, with 1,65 million formal jobs, of which 75% are of feminine man power. The main import clothes countries and fashion are EUA, Germany, Hong Kong, the United kingdom and Japan, followed for France, China, Italy, Mexico and Belgium. Brazil occupies 42 position (SNAKE, 2008).

The data above show that fashion concept that was associated only to clothes, mainly in the specialized areas more of the feminine segment of clothes, high-sews e, more recently, prt–porter or ready-to-wear, today was diversified and extended in such a way in the cultural sector how much in the economic one, spreading for several other segments, as perfume and cosmetics, eyeglasses, accessories, furniture, trips and even though music. To work with fashion is to make a releitura of the ego and of the vanity human being, it moves with psique of the people. Valley to stand out that when a estilista creates a part, it becomes fashion because the people buy this idea and start to use it. Its work, therefore, is an activity to multidiscipline involving and concomitantly challenging a time that makes a ressignificao of the behavior of the people. 5,3 BEHAVIOR OF the CONSUMER IN the BRANCH OF the FASHION the knowledge of the 0 variable of influence on the purchase preferences is important so that the entrepreneurs characterize its products and its services, considering effectively the desires and necessities of the consumer and guiding its offers for the market.