The social restrictions imposed due to the COVID-19 pandemic not only impacted the demand for clothing, but also resulted in lower affordability due to lower average incomes and record unemployment rates. As the lifecycle of clothes is more easily extended than most categories, many consumers considered them a discretionary item during the pandemic, when food and medicine were the priorities.
Fathers’ day, the second Sunday of August, is traditionally one of the most important days in the sales calendar. The date brought the first evidence of recovery after stores reopened in July.
Despite the long-term efforts of the industry to change the typical Brazilian male’s approach to fashion, menswear in Brazil still sees less dynamic demand across its categories in comparison to other countries. While Western Europe and the US see men’s outerwear prevail with almost 80% of total consumption, for Brazilian men this proportion is around 50%.
In 2020, the COVID-19 pandemic made most citizens worldwide aware of basic hygiene care to reduce the chances of contagion. With the widespread use of face masks and the strong distribution of alcohol-based gel sanitisers, the industry expects shorter periods of lockdown in the coming year.
If prior to the pandemic remote working culture was not very well established in Brazil, according to national statistics by November of 2020 approximately 9% of the Brazilian workforce was still office working from home. There is a strong correlation between working from home and belonging to higher socioeconomic groups meaning that a very important part of the potential consumption is concentrated among home-office workers.
The acquisition of Reserva and the licence for the Vans brand by Arezzo&Co saw one of the most important fashion groups in Brazil enter the menswear segment and increase the competition among players. With the pandemic, many companies saw their financial positions become more vulnerable and larger groups saw the opportunity to diversify their portfolios with new segments.
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Understand the latest market trends and future growth opportunities for the Menswear 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 Menswear 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 Menswear research and analysis database.
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