Brazil′s Fashion Industry
Brazil’s fashion industry was recently embroiled in a controversial Instagram post whereby the country’s Vogue editor was pictured sitting in a traditional throne-like chair, flanked by two baianas (Afro-Brazilian women wearing white lace gowns and headpieces), which evoked colonial Brazil, when white elites ruled over black slaves. However, whilst the blunder raised eyebrows, the growth of the apparel industry in Brazil shows no signs of slowing down, owing to increasing spending power of consumers coupled with the country’s enthusiastic shoppers.
Online vs offline
In terms of distribution channels, Brazil’s apparel market has been split into online and offline distribution. Its offline distribution channel held the largest share in the market owing to a presence of a large number of retailers and shops in the country. Its offline channel consists of hypermarkets, supermarkets, specialty stores, and departmental stores.
There are many environmental and corporate social initiatives already in place in Brazil, and several companies are implementing lean manufacturing programs (or have already done so) - Many of these companies are privately-owned family businesses that have set out a charter of slow and steady growth. Keeping it in the family, they have consistently reinvested back into their businesses and their people.
Brazil is now the 4th largest exporter of cotton. The global high demand for cotton has allowed Brazil to grow slowly and steadily in the textile industry. Worth over $65 billion dollars, the country’s successful cotton export is due to the global high demand which has allowed it to grow slowly and steadily. Furthermore, due to its constant season, Brazil can supply cotton throughout the year to countries that cannot – i.e. America.
It’s not just what’s happing in Brazil we should take note of but outside of Brazil too. Abroad, the most famous Brazilian brand in this sector is undoubtedly Havaianas. However, another company in the footwear sector that has reached international markets is Grendene, whose advertisement girl is Brazilian supermodel Gisele Bündchen. One also can’t speak of Brazil, without mentioning their beachwear brands. One of the largest companies of the sector is Mormaii, specialising in surf products and present in 80 countries. And who can forget sustainable brand Osklen, which has gained luxury status, established in the country in 1989, it currently operates in more than 25 countries.
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