Desvendando tendências: o universo da moda e as contradições socioespaciais na região da 44 em Goiânia-GO de 2010 a 2024

Abstract

This dissertation proposes a discussion about the impacts of fashion commerce in the Rua 44 region, in Goiânia. Region 44 is the second largest fashion hub in Brazil, behind only Brás, in São Paulo, and presents an intense dynamism. The centrality that this commercial agglomeration plays in intra-urban transformations and in the landscape itself acts as an open-air laboratory for geography. Our location is Mega Moda Shopping, the largest shopping center in the region and one of the projects that exerts the most political, economic and social influence in the region, in addition to driving the transformation of the fashion hub. We also discuss the work carried out by the different classes present in the space. Some concepts guide our studies, such as fashion, centrality and landscape. Methodologically, the research relies on a bibliographical review of the concepts and historical contextualization of the region, in addition to semi-structured interviews and forms with open and closed questions. We conclude that Region 44, being the largest employer in the service sector in the State of Goiás, presents a unique operating dynamic, operating in an increasingly structured way and driving the creation of various government policies and actions to support small business owners and boost the fashion industry in Goiás, paying attention to women who are the majority in the fashion industry