Study shows the main trends for jeanswear in Brazil

IEMI (Market Intelligence) conducted a survey in partnership with the textile brand Vicunha, which is part of Texbrasil (Brazilian Textile and Fashion Industry Internationalization Program) — the result of a collaboration between Abit (Brazilian Textile Industry Association) and Apex-Brasil (Brazilian Exports and Investments Promotion Agency) — to find out the main trends for jeanswear in Brazil.

The companies surveyed 800 fashion consumers of all kinds and regions of Brazil, offering a broad panorama on this quite versatile item. According to the survey, 80% of people stated that jeans is an essential wardrobe item, and 87% believe that this is fashion’s most democratic item.

Women represent the group that most consumes jeans and classes A and B represent 51% of the purchases. The age group is broader: 64% of consumers are aged between 25 and 44 years.

The future of jeans

Moreover, according to the survey, jeans should remain trending for a long time, since 99% of the interviewees stated they would still use this item. However, traditional styles are expected to lag behind, since 70% of people want items with some features instead of just basics, which draws the other 20%. “This challenges brands to show something different”, says the head of IEMI, Marcelo Villin Prado.

Among women, for instance, the next trends include the mom-fit pants, high-waist shorts, and cropped jackets. Among men, skinny pants,  shorts, and trucker jackets are the main current top desires.

But it’s not just the style that matters to consumers. There are other factors that make them interested in an item or brand, and many others that make them give up on a purchase and not looking back.

The survey points out that factors such as expensive products regarding the quality offered, employees’ degrading working conditions, few model and color choices, and companies lacking in social responsibility are reasons for consumers to give up on a purchase.

In this way, sustainability becomes a fundamental pillar in jeans consumption. Over 50% of the interviewees believe that the jeans they recently purchased came from a sustainable source, while 40% state they do research on the brand, product or package sustainability. “A few years ago, we saw 5% to 8% of consumers concerned with this matter”. People don’t want to buy products from brands that fail to respect workers and the environment anymore”, Marcelo explains.

Heated market

The survey also offers some suggestions to increase revenue by following some concepts discovered in the research. According to Marcelo, expectations are of a jeanswear retail revenue increase by 3.3 billion in 2021 and that brands that do their homework for the consumers tend to increase their sales. Check out the tips pointed out in the document:

• Invest in online channels: e-commerce is a reality and, with the pandemic, people became more comfortable with shopping online.
• Know how to communicate: 57% of the interviewee’s highlight that communication is very important. Knowing how to talk to the audience increases brand trustiness.
• Increase the perceived value: focus on product and brand uniqueness and innovation, in addition to a larger supply of communications and services.
• Expand existing demand: increase the market share with already loyal customers.
• Create new demands: reach new customers and markets through creative strategies and relationships

To learn more about jeans in Brazil, please access the IEMI survey.

About Texbrasil

The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with companies in the textile and apparel sector developing strategies to conquer the global market. Over almost 20 years, it has helped around 1600 brands to enter the export trail, generating USD 9 billion in business. The Program is carried out through a partnership between Abit and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).