The purpose of this paper is to investigate consumers perception on fashion brand Agilità, and their relations and associations with the brand, analyzing if the positioning of the company is being perceived by consumers as intended by Agilità. In order to achieve this objective, two surveys were performed: one qualitative and other quantitative. In the first one, in-depth interviews with five consumers were conducted and interpreted. Later, questionnaires were applied in every Agilità store in Rio de Janeiro. After data analysis, some discoveries were made: the existence of three customers segments and their different communications habits as well, revealing that the company should fine tune her brand positioning.