The presented study intends to analize how the omnichannel strategy adopted by fashion retail brazilian brands is perceived by women consumers. For a more direct analysis, the author has chosen the retailer AMARO as a multichannel brand for a more profund research, looking to understand customers experience on the different touch points offered by the brand, and learning how customers classify their interaction on the brand s channels during their buying journey. A quantitative research was made to evaluate the points that are more sensitive for consumers during their interaction with omnichannel brands, also trying to comprehend the online x offline integration and, at the end, analyzing what consumers lists as strengths and weeks on their interaction with AMARO.