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This study sought to investigate whether Brazilianess in fashion represents a source of competitive advantage in the fashion segment. It also aimed to verify if the consumer is able to identify and rank the Brazilianness attributes in fashion. The theoretical framework is related to sources of competitive advantage, fashion consumer and Brazilianness in fashion. To conduct the study a survey was applied and, for data collection, a structured questionnaire with closed questions and pictures of apparel was built. The sample reached 411 respondents selected by convenience. Data analysis was performed using descriptive statistics and detected four main results.

ESTUDO SOBRE A UTILIZAÇÃO DE ATRIBUTOS DA IDENTIDADE CULTURAL BRASILEIRA COMO FONTE DE VANTAGEM COMPETITIVA NO SEGMENTO DE MODA