In this project we prepared an online communication plan for digital social networks and CRM, for the launch of a new brand of women’s casual clothing. The current context is advantageous for Portuguese brands that follow a more sustainable approach and offer personalized products. In turn, online and digital are increasingly important in the communication strategies adopted by brands and especially by fashion brands, not only because social media are platforms that guide purchasing decisions, but also because they have a lot of potential for the retail and fashion businesses, as is the case with Instagram, which allows brands to interact with consumers. Thus, this project required the design of a communication and CRM plan, essentially focused on Instagram and Facebook, digital and social networks, without forgetting offline aspects, such as the packaging experience, promoting the integration of both. To support strategic decisions, a qualitative method was used and data was collected based on analysis of audiovisual content, focus groups, audience monitoring and semi-structured interviews.