Understanding the Brazilian Fashion Consumer
Brazil is the world's fifth-largest country by area and has a coastline of 4,654 miles (7,491 km). With a population of over 211 million, the country stretches roughly 2,700 miles (4,350 km) from north to south and from east to west.
Brazil doesn’t have one specific identity but is impacted by a lot of different cultural aspects.
Also, with close to 7500 kilometers of coastline, Brazil has a huge beachwear industry, which is currently the most developed fashion category in the country.
Fashion is an expression of the culture here in Brazil, and Brazilians love to express themselves through their fashion choices and it is heavily influenced by celebrities and especially those in the media. Quality and style take the lead with the ability to pay with alternative payment methods in a close second.
Since Brazil has a meaningful unequal economic landscape, the lower social classes are used to expressing themselves by looking for a "belonging" feeling in fashion, there is a need to show status through fashion.
General aspects of Brazilian Fashion Market
• There is a need to express status through fashion.
• Brazilians are considered new consumers.
• Despite the low income, people are more into buying new things, other than sustainable or resale pieces
• Women are responsible for 57% of all of the fashion industry purchases.
• The states with the largest share of sales of Fashion and Accessories are São Paulo (30.83%), Rio de Janeiro (19.29%), and Minas Gerais (11.49%).
• 36.5% of these sales were concentrated in the month of January.
• In 2020, the average price of products in the category was R$ 224.54 (about $43,13) and the average ticket was R$ 313.82 (about $60,28).
Understanding Brazilian fashion:
Weather matters: Clothes for the most different kinds of weather, except heavy winter.
Coastline impact: Living in a country with a lot of beaches, Brazilians prefer wearing shorts, tight clothes, low necklines, and sheer choices.
Lightweight fabrics are the favorite in warm regions.
Fabrics overview: Brazil has a lot of natural fibers such as cotton, denim, and linen. However, Brazilians also wear polyester, viscose, spandex, and other fabrics.
The "belonging" feeling in fashion is a strong aspect from the Brazilian lower social classes.
A research made by fashion experts of Crivorot Scigliano concluded that:
- Brazilian style tends to the basics, in which modeling, style, and trim make the difference.
- The Brazilians are more likely to prefer clothes that emphasize the waist, unlike wide shapeless silhouettes.
- Brazilians are early-adopters, that's why the fashion trends in the country aren't always obvious.
- Denim is one of the most popular fabrics among Brazilians.
Also, the age of the consumers matter:
The Young Ones (from 20 to 29 years old)
- Among the young public, versatility is an important aspect
- They are used to dress casual, that’s why formal wear and fabrics aren’t their favorite
- Vintage models, trends and prints are a highlight for them
The Adults (People above 29 years old):
- The search for comfort is evident and overcomes the need to follow trends in participants over 29 years old.
- The most sophisticated fabrics and clothes are preferred. However, emphasizing the waist is even more relevant for them.
According to Beyond Borders, research conducted by EBANX, Brazil and Mexico are the largest markets in Latin America, but Colombia and Chile are growing at a faster pace. (billion of USD):
Latin America e-commerce volume per country (billion of USD):
By 2023, the market intelligence firm forecasts that Brazil will surpass $300 billion in e-commerce volume.
Brazilians want to be able to buy from international fashion brands. Why? Because it's cool and consumers will search for clothes that fit their profile.
By not charging in local currency nor offering local payment methods for these audiences, you're easily missing out on winning new customers and giving people what they want.
Local payment methods are the bridge to connect fashion brands to Brazilian consumers.
Brazil is an incredibly diverse country. That's why a local and tailored approach is necessary to succeed. This is especially relevant when it comes to checkout and how Brazilian customers prefer to pay.
According to an AMI Projection, the use of debit cards and digital wallets in the Brazilian's digital commerce is rising (volume, in billion of USD):
Domestically, the Brazilian e-commerce boom is being led by the increasing digitization and smartphone penetration, alongside the development of the payments industry itself.
An interesting thing has happened in the last couple of years: even with the accelerated digitization process, Brazilians did not stop using the boleto but “updated” the way of buying with it.
When asked how they pay the voucher today, most say they do it electronically.
Opportunities for fashion brands in Brazil through EBANX:
• Increase brand awareness to boost direct and organic search traffic
• Invest in local partnerships to strengthen cultural bonds and offer attractive discounts and purchase options
• Accept local payment methods (payments in local currency). Process it domestically, internationally, or a mix of both
• Broaden market reach by offering flexible payment methods
• Test the strategy and adjust it whenever necessary, in 1 or even up to 15 different Latin American countries.
EBANX can help enterprise fashion brands with all of those opportunities, among others. Let’s do this.
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