Globalization has been marked by the advance of transport and, mainly, of communication, which has allowed a greater connection between different parts of the planet. In this context, where markets from different countries and regions interact with each other, bringing goods and people together, brands try to minimize the instability of the national economic and political scenario, having internationalization as a possible solution. This study aims to describe the case of FARM, fashion brand from Rio de Janeiro, which has been consolidating itself in the North American market, highlighting its trajectory to enhance its results through marketing strategies and addressing the various challenges faced with its arrival in the international market.