The fashion spotlight during the quarantine that took up most of the year was focused on comfort and resulted in peak demand for sweatpants, thus undermining the need for jeans. The home-office strategy adopted by many companies saw an important group of consumers opt for even more casual items of loungewear.
The resumption of consumption after quarantine was eased by the government occurred when manufacturers were still reconfiguring their production. The local currency devaluation made external markets more interesting for raw material suppliers and the result was that most manufacturers lack supplies of cotton and denim, among other materials.
Even though the category suffered a strong impact in 2020, the trends towards capsule wardrobes (comprising fewer pieces) and sustainable consumption tend to favour jeans during the coming years. Most fashion consultants suggest the minimum composition of a capsule wardrobe should have at least two pairs of jeans to be combined with a few other basic pieces and accessories.
The promotion of comfortable items and increased importance of the athleisure dress code in Brazil has seen more consumers opt for versatile options mainly comprised of sportswear pieces. This emerging trend does not necessarily mean a pessimistic forecast for jeans.
Key manufacturers such as Vicunha, Canatiba, Cedro, Santista and Covolan are responsible for advanced research in new fabric development. With robust structures designed to supply not only the domestic market, but also dedicated to large markets overseas, these companies look to technologies such as antiviral and antibacterial fabrics, and water repellent that prevent fluid absorption.
New generations of fabrics tend to bring more technical features providing longer lifecycles, lighter weight, protection properties, thermic comfort, better elasticity performance and hygienic characteristics that favour reduced washing. Some important technological improvements also allow the application of more vibrant colours in dying processes.
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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 report originates from Passport, our Jeans research and analysis database.
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