Consumption in our society can be considered a process of meaning, where the product is purchased by the meaning assigned to it. Following this premise, this paper has as general purpose conduct a study about the male homosexual consumer and how the needs, basic or superfluous, these individuals influences at the time of purchase of fashion products. For this, we defined the following specific objectives: to build a literature search on the consumption behavior of the male homosexual; conduct a

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... field research (qualitative and quantitative) with the target audience in study with the objective of identifying the relation of basic needs and superfluous in terms of fashion consumption, realize a study of similar, in tourism companies and building focused in this target, in order to analyze the positioning of companies outside the fashion business; and, finally, observe through a contextual study, as some companies operate in the fashion segment of this target and how they are positioned in the market. It has been hypothesized that male homosexual at the time of purchase garments, have consumption as a drive force on the aesthetics and well-being offered by appealing visual products, such as color, brand and details. The methodology of the present study includes a bibliographic data collection, qualitative field research, similar and context that are covered in separate chapters and that the last chapter presents the results obtained through the analysis of surveys, serving as a basis for preparing the Project Collection II.________________________________________O consumo em nossa sociedade pode ser considerado um processo de significação, onde o produto é adquirido pelo significado atribuído a ele. Seguindo esta premissa, o presente trabalho tem como objetivo geral realizar um estudo sobre o consumo homossexual masculino e a forma como as necessidades, básicas ou supérfluas, destes indivíduos influenciam no momento da compra de produtos de moda. Para isto, definiram-se os seguintes objetivos específicos: constru [...]