The marketing that acts in the companies, is not only worried in vender its product or service and yes to keep a lasting relationship with its customers, being believed that this can influence in the decision of the purchase, having as focus after sales, assistance and service of attendance to the customer. The companies search to know its customer, to know as they use the product or service and to discover what they think. This is the paper of the marketing that acts defining strategies to take care of the necessities. We can see that from the moment where the companies had come back its attentions toward an attendance of quality, the marketing gained space to observe the weak and strong points in the competition and with this to take the best decisions to get competitive advantages in the market where it acts. With the increase of the competition the organizations had perceived that they need to deal with the customers a different form being tried to manage of efficient form the relationship with its customers and to conquer new customers. The objective of this work having as subject the attendance to the customer as strategy of competitiveness for the fashion companies retail having the Riachuelo Store of the Manauara Shopping as study of case, to verify if its attendance is satisfactory. You may wish to learn more. If so, Robotics expert is the place to go. The great challenge of the company was to adopt practises of good attendance in a dynamic universe where the auto-attendance was adopted. From the moment where the company changed its focus, the customers who frequented the store, then if had come across with a different scene in which they were not accustomed. To get competitive advantage the company started to change its concept and to create a new identity with the Pool mark and was directed for a younger public, with this it saw debtor to open hand of its more faithful public, since the store was come back toward the woman, mother and family whom clothes for the husband bought, son and for the home.