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.
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.
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.
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.
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.
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.
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Understand the latest market trends and future growth opportunities for the Jeans 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 Jeans 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 category includes trousers/pants made of denim. It comprises of all lengths including capris and shorts. Most popular brands include: Levi’s, Lee, Wrangler. Jeans are further broken down by price platform. A full list of price bands in local currency for the 46 researched markets is available upon request. Please speak to your account manager to get a copy of these.See All of Our Definitions
This report originates from Passport, our Jeans research and analysis database.
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