Resumen

HIESE, Maia  y  DI NUCCI, Josefina. Circuito superior, territorio usado y franquicias: la centralidad de la técnica y la marca en la comercialización de indumentaria y calzado. Rev. Univ. geogr. [online]. 2019, vol.28, n.2, pp. 109-132. ISSN 1852-4265.

The franchise system is a mode of expansion and use of the upper circuit territory by companies, and characterizes new forms of marketing and consumption. Through a contract between the franchisor and franchisee, this system allows companies to make available the sale of a particular type of license for the use of a brand already installed in the market. The objective of the present work is to study the value placed on the brand and the importance of the technique in retail marketing franchises in the clothing and footwear category. We focus on the use, access to know-how, advertising and e-commerce. A field work based on semi-structured interviews with the local franchisees of brands such as Cardón, Grimoldi and Wrangler in the city of Tandil. We noted that the reconfigurations in the commercial formats of the companies impact not only on traditional commerce, but also on an increasingly complex and dynamic consumption pattern.

Palabras llave : Used Territory; Commerce; Franchise; Brand.