COTTON LIFESTYLE MONITOR  FAST FACTS

Global Lifestyle Monitor: Brazil

With Brazil's strengthening middle class and a burgeoning young, fashion-oriented consumer base, Brazil's consumer power cannot be ignored. In 2010, their economy expanded at the fastest rate in 25 years and became the fifth largest economy in the world. While Brazilian economic growth is expected to cool slightly in 2011, consumer confidence in Brazil has never been stronger. Recent job creation and income growth have led to an increase in the number of consumers in the market to buy clothing. Results from the latest Global Lifestyle Monitor survey show that age may be an important indicator for consumer shopping behaviors such as style preferences and shopping destinations, but a love for fashion, quality, and cotton are common among all Brazilian consumers.

PURCHASING PATTERNS

When asked if they purchased less, the same, or more clothing this year compared to last year, almost half (47%) of Brazilian respondents said they purchased the same amount. Thirty-five percent of Brazilian consumers reported purchasing less clothing and 18% reported purchasing more clothing compared to last year. One-third of Brazilian consumers shop for clothing once or more per month and 82% of consumers say they love or enjoy shopping for clothing. Younger consumers (Brazilian respondents ages 15-34) were significantly more likely than older consumers (ages 35-54) to say they love or enjoy shopping for clothing (85% versus 78%).

SHIFTING SHOPPERS

Chain stores have overtaken independent stores as the top destination for Brazilian shoppers. In 2010, almost half (49%) of Brazilian consumers shopped for clothing at chain stores, up from 43% in the last survey year (2008) and 34% in 2001. Independent stores remain important in Brazil's concentrated market, but the growth in the chain store channel reflects Brazil's expanding retail landscape: greater diversity in the stores available coupled with increased availability of the stores themselves throughout Brazil.

Chain stores have become more popular with Brazilian consumers of all ages. Specialty stores, meanwhile, have seen an increase in popularity with younger Brazilian consumers, who are significantly more likely than older Brazilian consumers to purchase clothing there (22% versus 6%). One reason is that, similar to the U.S., specialty stores are more likely to be designed for and marketed to the younger consumer. Another explanation for the age disparity is the difference in shopping preferences. The top reason Brazilian consumers shop for most of their clothing at chain stores is the selection/variety of items (48%). In contrast, consumers who shop mostly at specialty stores cite quality of the clothing (56%) and styles/designs offered (53%) as the reason they shop there.

DENIM DEVOTEES

Brazilian consumers' desire for fashionable, high-quality clothing has led to their love of cotton and high denim ownership. More than three-fourths of Brazilian consumers (76%) say they love or enjoy wearing denim, and this number has consistently increased each year since 2001. Love of denim is even stronger among younger consumers, with 79% of those aged 15-34 saying they love or enjoy wearing denim (compared to 72% for ages 35-54). As their love for denim has increased, so has their denim wardrobe. Today, Brazilian consumers report owning an average of 17 denim items, up from 15 in 2001. Closer inspection of the Brazilian denim wardrobe shows 43% is denim jeans, followed by denim shorts (26%), shirts (11%), jackets (9%), skirts (7%), and dresses (4%). Among all countries surveyed, Brazil ranks second in denim shorts ownership (average of four per consumer), behind only Thai consumers (average of six denim shorts).

DECISIONS ON CLOTHING AND COTTON

When Brazilian consumers were asked what they liked most about their favorite clothing store, value was a prominent theme in their responses. The vast majority of Brazilian consumers want their clothing to last a long time, look good, and be the right price. Almost all Brazilian consumers (98%) say quality is important in their apparel purchases, followed closely by durability (96%), style (95%), finish (95%), color (92%), price (90%), and fiber content (85%). These factors are primary purchase drivers for both younger and older Brazilian consumers. However, older Brazilian consumers are more likely than younger consumers to make price a top priority in their clothing purchases (94% versus 87%), while younger consumers are more likely to emphasize brand name (63% versus 48%).

With their emphasis on value, more than half (55%) of Brazilian consumers say better quality garments are made with natural fibers and the same amount are willing to pay a premium for natural fibers like cotton. The ability of cotton to meet Brazilian consumers' needs for style and quality may be why 85% prefer cotton and cotton blends for the clothing they wear the most and why 76% say cotton and cotton blends are best suited for today's fashions. From the younger consumer looking for the latest styles in specialty stores to the older consumer enjoying the convenience of chain stores, Brazilian shoppers are getting their fashion fix from high-quality denim and cotton apparel.

ABOUT THE SURVEY
This issue is part of a special series of Supply Chain Insights reporting results from the Global Lifestyle Monitor survey, a biennial consumer research study sponsored by Cotton Council International and Cotton Incorporated. In the 2010 survey, 5,000 consumers (approximately 500 in each of 10 countries) were surveyed via telephone and face-to-face interviews. Respondents were male and female, aged 15 to 54. The following countries were included in the 2010 survey: Brazil, China, Colombia, Germany, India, Italy, Japan, Thailand, Turkey, and the United Kingdom.