Jeans in Brazil

2021 DEVELOPMENTS

Despite the challenge of home office culture, jeans offers innovation and sustainable appeal

In 2020, the severe changes in consumers’ routines temporarily reduced the demand for apparel items normally associated with formal dress codes in the workplace. The long periods spent at home saw sweatpants, leggings and shorts replacing demand for jeans.

Generational conflicts see need for distinction among millennials and Generation Z

While younger consumers are keen to purchase jeans in larger and more relaxed versions, the skinny models are still highly connected to the rural culture known as sertanejo, and the urban style of funk music due to the connection with such cuts of jeans among well-known and popular singers, which previously used to be associated with the rock’n’roll movement. The generational differences between millennials and Generation Z consumers has become increasingly evident with themes of body-positive values popular with younger consumers contrasting with cuts of jeans that place an emphasis on the body’s silhouette.

New usage occasions and innovations try to leverage the category

As Brazil relies on a high number of denim manufacturers such as Vicunha, Canatiba, Cedro, Santista and Covolan, these players are actively participating in the “reinvention” of jeans. Innovations are at the centre of their strategies to introduce new features such as different textures, cosmetic properties, health benefits, stretching capabilities and sustainable dyeing processes.

PROSPECTS AND OPPORTUNITIES

Inflationary pressures in global scenario present future difficulties for jeans

Global instability relating to the price of raw materials, the rising costs of logistics and the volatile currency exchange rates linked to imported materials and industrial machines work as variables with potential to reduce manufacturers’ margins. In Brazil, the social challenges are expected to take years to be addressed.

Work/leisure trend is the new direction to be pursued by jeans producers in the coming years

Players will look ahead to develop proposals to the post-athleisure trend. After years exploring the possibilities offered by sportswear for occasions other than exercising, work/leisure is emerging as the concept expected to gain traction in the coming years.

Product innovation expected to support the appeal of jeans

A wider range of options in terms of raw materials, textures, labels, colours and protection against body odour and dirt are among the innovations attributed to denim, and are expected to continue to develop as part of future collections. Fashion week and previews of the coming seasons are seeing the return of jeans with various concepts such as the collection from local jeans brand Ellus & Ellus Second Floor in São Paulo Fashion Week 52, taking an experimental approach to premium jeans with marble-washed pieces.