Change habit and Brazilian crisis prefer greater durability

The Brazilian's shopping habits have changed during the crisis. More judicious, it evaluates better and just buy something that will last. With this, the average ticket sets in the country increased by 25% between 2014 and 2017, according to the consultancy study IEMI-market intelligence.
On the other hand, there was a precipitous drop-off in consumption of the less favored classes going shopping. "Sales are more spaced out, as unemployment has grown a lot during the time of crisis and still remains high, affecting mainly the classes C, D and e and who saw relatives and friends losing jobs began to consume more parsimony", says the Executive Director of the Association Brazilian Textile retail (Abvtex), Edmund Lima.
Titled "the fashion market in Brazil", the study by IEMI in partnership with Abvtex, took into account the behavior of the Brazilian consumers during the past three years, noting that fewer people are willing to buy clothes now, with 10% fewer parts for purchase. However, the average ticket per transaction has advanced 25% and purchases are 8% more frequent.
According to the Director of the IEMI, Marcelo Prado, two interrelated factors were crucial to these conclusions. With the crisis, low-income consumers started to buy less in stores, and upper class customers, for your time, have had to turn to the domestic market more often. In this new scenario, retailers sought formulas for adjusting the product mix, betting on more expensive Collections.
"The crisis does not affect all levels of the population. The poorest suffered most during this period. Already who used to buy abroad, went on to buy here. The Department stores did well this reading and improved the quality of the products they were offering. That explains, in part, the good income obtained during that period, "said Prado.
Although the crisis has away consumers of the lower classes of the stores in the country, the high class people began to purchase products more frequently, as needed. "Fewer people bought during the crisis, but they were buying many times, within the needs of each one. They began to buy products that serve for more than one occasion, "he adds.
This example searches for items of greater added value in clothing, shopping for yourself ' retreated in the analysis period. The portion of people who have purchased items to use at parties or events decreased from 20% in 2014, to 16% this year. Already the share of people who bought only for personal satisfaction, reduced to 46% to 35%, in the same period. Against that, the consumption for the family and for the replacement of worn-out products advanced 20% in both cases. "Consumers are buying homeopathic way when left in the budget. This has been the keynote to avoid going into debt, "says Lima.
Multibrand suffer more
After Bill R $177 billion in 2016, down 2.6% from 2015, the retail clothing esteem close this year with R $192 billion revenue, high of 8.8% – driven by specialty stores, which represent 31% of the total. Main channel of retail clothing by volume of parts, multi-brand stores have suffered more from the crisis. "They were exposed to an audience more vulnerable and are very dependent on large factories," adds Prado.