The dramatic reduction in social occasions outside the home saw consumers’ demand for new footwear items shrink in unprecedented terms. The restrictions on operating conditions of physical retailing also imposed more limited working hours and discouraged consumers from visiting points of sale.
The lack of social interactions made comfort the overriding style concern in consumers’ ranking of priorities. The loungewear concept became more popular and important players such as Arezzo launched product lines especially conceived to be used at home, the Arezzo Home line comprised of women’s slippers (some with fur) with anatomical insoles offering the concept of aligning home-office demands with more restful moments.
Traditional flip flop brands such as Havaianas, Grendha, Rider, Ipanema and others benefited from a diversified mix of sales channels. With products not only available in apparel and footwear specialist retailers, but also in supermarkets, hypermarkets, neighbourhood stores and even drugstores, the products benefited from being available through channels that remained visited by consumers during the most restrictive phases of social distancing.
The weak sales results of 2020 were obtained with approximately 60% of the Brazilian population benefiting from the government’s emergency support package directed to unemployed citizens. Even though this measure had been primarily focused to provide basic support for essential items such as food and medicine, all industries were positively impacted by the initiative.
The global scenario of a trade war between the US and China alongside the difficulties associated with the pandemic have been imposing more complications with protective measures being more frequently taken to deal with the disproportionate production power of the two countries. Companies are rethinking the balance between national and international suppliers to find alternatives to respond to unstable global scenarios.
The challenging scenario of the pandemic caused many companies to find themselves in a vulnerable financial position and the largest groups seized opportunities to acquire recognised brands capable of creating a more diverse product mix to reach broader target groups of consumers. Arezzo&Co, traditionally focused on women’s footwear, acquired the Vans brand licence in Brazil and also bought Reserva, a menswear brand.
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Understand the latest market trends and future growth opportunities for the Footwear industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Footwear industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Footwear research and analysis database.
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