2023-06-20 19:09:30
The fashion and clothing sector in Brazil has shown remarkable growth since the beginning of the Covid-19 pandemic in 2020. With the advancement of the electronic market, retailers in this segment have benefited and the sector continues to prosper.
Despite the increase in clothing inflation of 18.02% in 2022, demand for these products remains high and forecasts indicate continued growth in the coming years. According to NuvemCommerce 2023 reportvirtual stores in the fashion sector accounted for 38% of sales last year, with an average ticket of R$255.
Gutto Paixão, marketing director and strategist at Weethub, an advisory company for e-commerce, points out that the consumption of clothing items in Brazil has increased significantly with the new era of e-commerce.
“The convenience of shopping online is irresistible to consumers in any market. The growth of the fashion sector was already expected for the next few years, but the closure of physical commerce in 2020 accelerated this process. Buying clothes online is no longer a challenge like it used to be. Shopkeepers have strategies to speed up the purchase decision. Digital consumers are looking for speed and quality in their purchases, and by meeting these needs, shopkeepers can easily win over loyal customers,” says Paixão.
The NuvemCommerce survey also reveals that 67% of shopkeepers use Instagram Shopping as an alternative sales channel, just behind WhatsApp or Telegram, used by 73% of entrepreneurs. Social networks play a key role in fashion e-commerce sales, with approximately 74% of consumers currently use social media to shop. Instagram leads the ranking, being used by 65% of users surveyed.
Gutto also points out that retailers in the clothing sector must adapt their businesses to new consumer behavior.
“Fashion and apparel are all about creating desire in consumers, and there’s no better place to do that than Instagram. This social network is geared towards lifestyle consumption and has been adapting to meet sales demands. Storekeepers who want to be successful need to adapt to new consumer demands, awaken the desire for their product, and this is only possible by establishing connections between the brand and customers,” points out Paixão.
The positive scenario for the clothing sector in online retail may be an opportunity for shopkeepers who have not yet adapted to virtual stores. Adding a new e-commerce sales channel can boost sales and take your business to the next level.
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