This article aims to identify how the point of sales of luxury fashion clothing and accessories is set in Brazil, including aspects such as the external presentation of the store, internal environment, service, customer sales and maintenance practices, credit, packaging and additional services. It is based on exploratory research with qualitative techniques for data collection and analysis. Executives and managers of companies that own stores of the Fit, Andréa Saletto, Permanente and Marina Rinaldi brands, all located in São Paulo, were interviewed. It was found that the point of sales is an essential resource for this business, the salesperson-client relationship is essential for sales, together with a set of actions to charm customers involving the store window and the internal environment. Hospitality is used to integrat other activities and internal resources, 70% to 80% of sales are credit card payments, the sales are completed with the sophistication of packaging and knapsacks, and services that extend to the customer's home. Relevant issues were raised as to what would be a competitive advantage among these brands and if rich people actually pay for their purchases in monthly installments.
