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A importância da experiência phygital para a consultoria de imagem
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Esta dissertação investiga a importância da experiência phygital na prática da consultoria de imagem, considerando os impactos da transformação digital nos serviços personalizados e nas expectativas do consumidor contemporâneo. O estudo parte do pressuposto de que o modelo híbrido, que integra o físico e o digital, representa não apenas uma adaptação às mudanças tecnológicas, mas uma oportunidade estratégica de inovação, reposicionamento e valorização da atuação profissional no setor.
A pesquisa tem como objetivo compreender os fundamentos do phygital no contexto da consultoria de imagem, analisar os desafios e resistências à adoção de práticas digitais e refletir sobre o potencial desse modelo para enriquecer a jornada do cliente e o desenvolvimento das consultoras. A metodologia adotada foi qualitativa, com base em entrevistas semiestruturadas com profissionais atuantes em diferentes formatos de atendimento (presencial, online e híbrido).
Os resultados revelam que consultoras com maior familiaridade digital e estrutura de conteúdo online relatam maior alcance, fidelização e diferenciação no mercado. Em contrapartida, aquelas com menor presença digital enfrentam dificuldades de posicionamento e adaptação no pós-pandemia. A análise mostra ainda que a experiência phygital amplia o potencial de conexão emocional e personalização, especialmente quando estruturada com intencionalidade, escuta ativa e uso criativo das ferramentas digitais.
Como contribuição, o estudo propõe a atualização das práticas pedagógicas e formativas no campo da consultoria de imagem, incentivando a adoção de tecnologias como aplicativos, automações e inteligência artificial para aprimorar tanto os métodos quanto a experiência do cliente. A pesquisa também abre caminho para estudos futuros sobre inovação sensorial, jornada do consumidor híbrido e desenvolvimento de metodologias digitais autorais para o setor.
This dissertation investigates the importance of the phygital experience in the practice of image consulting, considering the impact of digital transformation on personalized services and the expectations of contemporary consumers. The study is based on the premise that the hybrid model — which integrates physical and digital elements — represents not only an adaptation to technological changes but also a strategic opportunity for innovation, repositioning, and professional value enhancement in the sector. The objectives of this research are to understand the foundations of the phygital approach within the context of image consulting, to analyze the challenges and resistance in adopting digital practices, and to reflect on the potential of this model to enhance both the client experience and the professional development of consultants. The methodology used was qualitative, based on semi-structured interviews with professionals operating in different formats (in-person, online, and hybrid). The results reveal that consultants with greater digital fluency and structured online content report broader reach, client loyalty, and market differentiation. In contrast, those with limited digital presence experience difficulties in positioning and adapting, particularly in the post- pandemic context. The analysis also indicates that the phygital experience expands the potential for emotional connection and personalization — especially when designed with intentionality, active listening, and creative use of digital tools. As a contribution, this study suggests updating pedagogical and training practices in the image consulting field, encouraging the adoption of technologies such as mobile apps, automation, and artificial intelligence to enhance both methodological development and client experience. This research also paves the way for future investigations into sensory innovation, hybrid consumer journeys, and the creation of copyright digital methodologies in the sector.
This dissertation investigates the importance of the phygital experience in the practice of image consulting, considering the impact of digital transformation on personalized services and the expectations of contemporary consumers. The study is based on the premise that the hybrid model — which integrates physical and digital elements — represents not only an adaptation to technological changes but also a strategic opportunity for innovation, repositioning, and professional value enhancement in the sector. The objectives of this research are to understand the foundations of the phygital approach within the context of image consulting, to analyze the challenges and resistance in adopting digital practices, and to reflect on the potential of this model to enhance both the client experience and the professional development of consultants. The methodology used was qualitative, based on semi-structured interviews with professionals operating in different formats (in-person, online, and hybrid). The results reveal that consultants with greater digital fluency and structured online content report broader reach, client loyalty, and market differentiation. In contrast, those with limited digital presence experience difficulties in positioning and adapting, particularly in the post- pandemic context. The analysis also indicates that the phygital experience expands the potential for emotional connection and personalization — especially when designed with intentionality, active listening, and creative use of digital tools. As a contribution, this study suggests updating pedagogical and training practices in the image consulting field, encouraging the adoption of technologies such as mobile apps, automation, and artificial intelligence to enhance both methodological development and client experience. This research also paves the way for future investigations into sensory innovation, hybrid consumer journeys, and the creation of copyright digital methodologies in the sector.
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Consultoria imagem Phygital Presenca digital Moda Image Consulting Phygital Digital Presence Fashion