In Brazil, “fashion” is an important way to express its culture. Brazil does not have a specific “identity,” but it is influenced by many different cultures.Brazilians’ economic incomes are significantly differentiated, and lower-income groups find a sense of “belonging” in fashion to showcase themselves. This sense of belonging in the fashion industry is important to them.With almost 7,500 kilometers of coastline, Brazil’s domestic “beachwear” market is the best-developed in fashion categories.
Characteristics Overview:
Brazilian consumers tend to purchase new products rather than sustainable or second-hand goods.
Female purchases account for 57%.
Fashion and accessories occupy a large market share in cities such as São Paulo, Rio de Janeiro, and Minas Gerais.
What factors influence the Brazilian fashion market?
- Weather: Brazil’s climate is diverse, and there is a demand for clothing suitable for various weather conditions, except for severe winter.
- Coastline: Brazil’s long coastline results in a high demand for beachwear, and Brazilians prefer to wear shorts, tight-fitting clothes, and low-neck clothes.
Unique Characteristics of Brazilian Consumers in Online Shopping
- Age Difference:
○ Younger generation (20-29 years old): Prefers casual wear, retro styles, trends, and print elements, pursuing multifunctionality in products.
○ Consumers over 29 years old: Value comfort and complexity in clothing more. - Attraction to International Brands: Brazilian consumers prefer international fashion brands.
- Payment Preferences: Brazilian consumers prefer multiple payment methods, especially local payment methods, and prefer to pay in local currency.
Suggestions for Finding Cooperative Manufacturers
- Cooperate with Local Enterprises: Strengthen cultural ties, provide attractive discounts and product options. Currently, LIUHUAMALL can meet your needs.
- Payment Methods: Provide payment options in local currency.