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Clothing Retailers - Brazil - October 2013

“The improvements seen in the Brazilian economy in the past three years have positively impacted the clothing retailing market. However, affordability is still important to Brazilians, with one in three opting to buy during promotions and a great majority opting to buy several items in value stores rather than one item in a famous brand.”

– David Turner, Head of Research Brazil

Some questions answered in this report include:

  • What are Brazilians looking for from clothing retailers?
  • How do men's and women's attitudes and habits differ when it comes to purchasing clothing?
  • Where do future opportunities lie?
  • Who are the main target groups?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of clothing retail sales, by value, 2008-18
            • Companies
              • Figure 2: Market share of the top 10 leading companies in clothing retail revenues in Brazil, 2011-12
            • The consumer
              • Frequency of buying clothes
                • Figure 3: Purchase frequency by type of clothing item, any item, May 2013
              • Purchasing channels
                • Figure 4: Top five clothing purchasing channels, May 2013
              • Purchasing habits
                • Attitudes toward clothing purchasing
                  • The issues
                    • Brazilians want to be well-dressed, with quality and comfortable items
                      • Figure 5: Shopping attitudes for clothing, any agree, by socioeconomic group, May 2013
                    • Men and women have different habits and unique attitudes when it comes to purchasing clothing
                      • Figure 6: Repertoire of shopping channels for clothing, by gender, May 2013
                    • Young and old: the opportunities at the extremes of the pyramid
                      • Figure 7: Shopping channels for clothing, by age group, May 2013
                    • Target groups
                      • Figure 8: Clothing retailers target groups, May 2013
                    • What we think
                    • The Market

                      • Key points
                        • The middle class drives the category’s positive performance
                            • Figure 9: Clothing retail sales in Brazil, by value, 2008-18
                            • Figure 10: Revenues share in clothing retail, by segment, 2012
                          • The forecast until 2018 is for category growth
                            • Figure 11: Forecast of clothing retail sales, by value, 2008-18
                        • Companies

                          • Key points
                            • Clothing retail in Brazil is highly fragmented
                              • Figure 12: Market share of the top 10 leading companies in clothing retail revenues in Brazil, 2011 and 2012
                            • C&A starts partnerships with international fashion designers and brands
                              • Renner invests in specialized stores
                                • Riachuelo expands and sophisticates its brand
                                  • Marisa diversifies channels and makes fashion more accessible
                                  • The Consumer

                                    • Key points
                                      • Frequency of buying clothes
                                          • Figure 13: Purchase frequency by type of clothing item, May 2013
                                          • Figure 14: Purchase of any item, once a month or more, by gender and age group, May 2013
                                        • Purchasing channels
                                            • Figure 15: Clothing purchasing channels, May 2013
                                            • Figure 16: Clothing purchasing channels, by socioeconomic group, May 2013
                                          • Purchasing habits
                                              • Figure 17: Clothing purchasing habits, May 2013
                                            • Attitudes toward clothing purchasing
                                                • Figure 18: Attitudes toward clothing purchasing, May 2013
                                            • Brazilians Want to be Well-dressed, with Quality and Comfortable Items

                                              • Key points
                                                • Brazilians desire to be well-dressed and with quality items…
                                                  • Figure 19: Shopping attitudes for clothing, any agree, by socioeconomic group, May 2013
                                                • …but affordability and classic styles are also important
                                                  • Figure 20: Agreement with the statement “I prefer to buy several clothing items in a cheaper store rather than a single item in a famous brand store that costs the same,” by socioeconomic group, May 2013
                                                • What it means
                                                • Men and Women Have Different Habits and Unique Attitudes When it Comes to Purchasing Clothing

                                                  • Key points
                                                    • Women are frequent buyers, but also hunt for bargains
                                                      • Figure 21: Frequency of shopping for any clothing item, by gender, May 2013
                                                      • Figure 22: Agreement with statements on shopping behavior for clothing, by gender, may 2013
                                                    • Men are more loyal than women and more likely to buy famous brands
                                                      • Figure 23: Repertoire of shopping channels for clothing, by gender, May 2013
                                                      • Figure 24: Shopping attitudes for clothing, any agree, by gender, May 2013
                                                    • High-tech innovations, apps enhance shopping experience of men
                                                      • Figure 25: Investment plans, buying/replace smartphone, by gender, November 2012
                                                    • Despite being informed about fashion trends, women tend to be conservative in following them
                                                      • Figure 26: Shopping attitudes for clothing, any agree, by gender, May 2013
                                                    • What it means
                                                    • Young and Old – Opportunities at the Extremes of the Pyramid

                                                      • Key points
                                                        • Technology can help young consumers in their decision making process
                                                          • Figure 27: Frequency of shopping for any clothing item, by age groups, May 2013
                                                          • Figure 28: Shopping behavior for clothing, by age group, May 2013
                                                          • Figure 29: Shopping attitudes for clothing, any agree, by age group, May 2013
                                                          • Figure 30: C-Instore Virtual Fashion Mirror, 2012
                                                        • To win young consumers, it is important to expand to other physical retail channels…
                                                          • Figure 31: Repertoire of shopping channels for clothing, by age group, May 2013
                                                          • Figure 32: Shopping channels for clothing, by age group, May 2013
                                                        • …as well as online channels
                                                          • Figure 33: Shopping channels for clothing, online stores that also have physical stores, any agree, by age group, May 2013
                                                        • Discounts for seniors can stimulate older consumers to increase their purchasing frequency
                                                          • Figure 34: Agreement with the statement “It is worth paying more for clothes by famous brands,” by age group, May 2013
                                                          • Figure 35: Shopping behavior for clothing, by age group, May 2013
                                                        • Increasingly active, older Brazilians want to have a younger appearance
                                                          • What it means
                                                          • Target Groups

                                                            • Key points
                                                              • Five target groups
                                                                • Figure 36: Clothing retailers target groups, May 2013
                                                              • Group One – Frequent Shoppers (29%)
                                                                • Who are they?
                                                                  • Group Two – Quality and Classic Style Seekers (29%)
                                                                    • Who are they?
                                                                      • Group Three – Department Store Avoiders (20%)
                                                                        • Who are they?
                                                                          • Group Four – Disengaged (12%)
                                                                            • Who are they?
                                                                              • Group Five – Stylish (10%)
                                                                                • Who are they?
                                                                                  • What it means
                                                                                  • Appendix – The Market

                                                                                      • Figure 37: Clothing retail sales in Brazil, by value, 2008-18
                                                                                      • Figure 38: Revenues share in clothing retail, by segment, 2012
                                                                                      • Figure 39: Forecast of clothing retail sales, by value, 2013-18
                                                                                      • Figure 40: Market share of leading companies in clothing retail revenues in Brazil, 2011-12
                                                                                  • Appendix – The Consumer

                                                                                    • Frequency of shopping by clothing item
                                                                                      • Figure 41: Frequency of shopping by clothing item, May 2013
                                                                                      • Figure 42: Frequency of shopping by clothing item, May 2013 (part 2)
                                                                                      • Figure 43: Most popular frequency of shopping by any clothing item, by demographics, May 2013
                                                                                      • Figure 44: Next most popular frequency of shopping by any clothing item, by demographics, May 2013
                                                                                      • Figure 45: Most popular frequency of shopping by tops item, by demographics, May 2013
                                                                                      • Figure 46: Next most popular frequency of shopping by tops item, by demographics, May 2013
                                                                                      • Figure 47: Most popular frequency of shopping by pants item, by demographics, May 2013
                                                                                      • Figure 48: Next most popular frequency of shopping by pants item, by demographics, May 2013
                                                                                      • Figure 49: Most popular frequency of shopping by shorts item, by demographics, May 2013
                                                                                      • Figure 50: Next most popular frequency of shopping by shorts item, by demographics, May 2013
                                                                                      • Figure 51: Most popular frequency of shopping by outerwear item, by demographics, May 2013
                                                                                      • Figure 52: Next most popular frequency of shopping by outerwear item, by demographics, May 2013
                                                                                      • Figure 53: Most popular frequency of shopping by suit item, by demographics, May 2013
                                                                                      • Figure 54: Next most popular frequency of shopping by suit item, by demographics, May 2013
                                                                                      • Figure 55: Most popular frequency of shopping by skirt * item, by demographics, May 2013
                                                                                      • Figure 56: Next most popular frequency of shopping by skirt * item, by demographics, May 2013
                                                                                      • Figure 57: Most popular frequency of shopping by dress * item, by demographics, May 2013
                                                                                      • Figure 58: Next most popular frequency of shopping by dress * item, by demographics, May 2013
                                                                                      • Figure 59: Most popular frequency of shopping by gym/sport clothing item, by demographics, May 2013
                                                                                      • Figure 60: Next most popular frequency of shopping by gym/sport clothing item, by demographics, May 2013
                                                                                      • Figure 61: Most popular frequency of shopping by socks item, by demographics, May 2013
                                                                                      • Figure 62: Next most popular frequency of shopping by socks item, by demographics, May 2013
                                                                                      • Figure 63: Most popular frequency of shopping by sleepwear item, by demographics, May 2013
                                                                                      • Figure 64: Next most popular frequency of shopping by sleepwear item, by demographics, May 2013
                                                                                      • Figure 65: Most popular frequency of shopping by underwear item, by demographics, May 2013
                                                                                      • Figure 66: Next most popular frequency of shopping by underwear item, by demographics, May 2013
                                                                                      • Figure 67: Most popular frequency of shopping by bikini/swimming trunks item, by demographics, May 2013
                                                                                      • Figure 68: Next most popular frequency of shopping by bikini/swimming trunks item, by demographics, May 2013
                                                                                      • Figure 69: Most popular frequency of shopping by other clothing item, by demographics, May 2013
                                                                                      • Figure 70: Next most popular frequency of shopping by other clothing item, by demographics, May 2013
                                                                                    • Shopping channels for clothing
                                                                                      • Figure 71: Shopping channels for clothing, May 2013
                                                                                      • Figure 72: Most popular shopping channels for clothing, by demographics, May 2013
                                                                                      • Figure 73: Next most popular shopping channels for clothing, by demographics, May 2013
                                                                                    • Repertoire analysis
                                                                                      • Figure 74: Repertoire of shopping channels for clothing, May 2013
                                                                                      • Figure 75: Repertoire of shopping channels for clothing, by demographics, May 2013
                                                                                    • Shopping behavior for clothing
                                                                                      • Figure 76: Shopping behavior for clothing, May 2013
                                                                                      • Figure 77: Most popular shopping behavior for clothing, by demographics, May 2013
                                                                                      • Figure 78: Next most popular shopping behavior for clothing, by demographics, May 2013
                                                                                    • Shopping attitudes for clothing
                                                                                      • Figure 79: Shopping attitudes for clothing, May 2013
                                                                                      • Figure 80: Agreement with the statement “Clothes department stores offer a fair combination of price and quality,” by demographics, May 2013
                                                                                      • Figure 81: Agreement with the statement “I prefer to buy several clothing items in a cheaper store rather than a single item in a famous brand store that costs the same,” by demographics, May 2013
                                                                                      • Figure 82: Agreement with the statement “It is worth paying more for clothes with better quality and finishing,” by demographics, May 2013
                                                                                      • Figure 83: Agreement with the statement “It is worth paying more for clothes of famous brands,” by demographics, May 2013
                                                                                      • Figure 84: Agreement with the statement “I would like to have more money available to spend on clothes,” by demographics, May 2013
                                                                                      • Figure 85: Agreement with the statement “I prefer buying basic style or classic clothing items to items that follow fashion trends,” by demographics, May 2013
                                                                                      • Figure 86: Agreement with the statement “Comfort is more important than style when it comes to clothes,” by demographics, May 2013
                                                                                      • Figure 87: Agreement with the statement “I like to get inspiration from what celebrities are wearing,” by demographics, May 2013
                                                                                      • Figure 88: Agreement with the statement “I like keeping up to date on fashion trends,” by demographics, May 2013
                                                                                      • Figure 89: Agreement with the statement “I think it is important to always be well-dressed, not only on special occasions,” by demographics, May 2013
                                                                                      • Figure 90: Shopping attitudes for clothing, by most popular shopping behavior for clothing, May 2013
                                                                                      • Figure 91: Shopping attitudes for clothing, by next most popular shopping behavior for clothing, May 2013
                                                                                    • Further analysis
                                                                                      • Figure 92: Target groups, May 2013
                                                                                      • Figure 93: Target groups, by demographics, May 2013
                                                                                      • Figure 94: Frequency of shopping by clothing item, by target groups, May 2013
                                                                                      • Figure 95: Shopping channels for clothing, by target groups, May 2013
                                                                                      • Figure 96: Shopping behavior for clothing, by target groups, May 2013
                                                                                      • Figure 97: Shopping attitudes for clothing, by target groups, May 2013

                                                                                  Companies Covered

                                                                                  • Marks & Spencer

                                                                                  Clothing Retailers - Brazil - October 2013

                                                                                  £3,174.67 (Excl.Tax)