Younger generations of Brazilian men tend to be more distant from the “one size fits all” propositions to fashion, which previously prevailed in the country. The declining outdated taboos associated with men interested in style and the more dynamic concepts in dressing have been transformed, offering brands further opportunities to develop.
Despite the process of challenging the concept of masculinity, Brazilian men still tend to live predominantly by traditional fashion codes. For example, during the last decade, many barber shops were launched in Brazil exploring a more sophisticated demand from men towards beauty and personal care, while at the same time focusing on traditional codes of masculinity (skulls, motorcycles, beer, among other established references).
In 2020, at the peak of the pandemic in Brazil, the most basic and perceived urgent categories maintained some demand, including childrenswear, a category that relies on parents upgrading pieces for their growing children. However, in the coming years, menswear presents particularly strong growth prospects to hold 30% share of apparel retail value sales by 2027 (at constant 2022 prices).
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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 is the aggregation of men's outerwear and men's underwear, nightwear and swimwear.See All of Our Definitions
This report originates from Passport, our Menswear research and analysis database.
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