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A study conducted by Nielsen investigated consumer trends for Brazilian women. For each group of products, consumers presented similar characteristics and, within this consumption scenario, were classified into three different profiles: the laid-back (16.7%), the practical (56.4%) and the vain (36.4%).
According to the research, women save more than men on gas and electricity costs (70% versus 57%), buying new clothes (65% versus 46%), entertaining outside the home (65% versus 57%) and switching to better-value grocery brands (53% versus 35%).
The publication also revealed that, with the money they have left over, Brazilian women prefer to invest in items for home improvements and new clothes, while men opt for buying new technological products and paying off debts.
A company that sells lingerie online - draws attention to the fact that the profile of the "practical" woman represents more than half of the female population, which explains why the culture when deciding to buy a piece of clothing always encourages women to take a size larger than they are used to wearing.
Nogueira also highlights that the habit of buying larger clothes has a direct relationship with the tendency to be overweight. Today, more than half (60.3%) of Brazilians over the age of eighteen are overweight, which represents 96 million people, according to data from the 2020 PNS (National Health Survey), which identified the prevalence of overweight in women (62.6%) compared to men (57.5%).
For the businesswoman, another detail that draws attention is that women tend to buy more from leading brands than men, and that 28% tend to buy new clothes and beauty care products with the money saved on their salary.
The fashion of comfort
"The trend is for clothing to be more casual in the future, without much discomfort and, above all, anti-odor, since the global temperature trend is only going to increase," says Nogueira.
Global warming is the increase in Earth's temperature due to the greater volume of gases in the atmosphere. Today, it is estimated that the planet's temperature will rise by 1.5ºC, which is why events such as COP 27 (the United Nations Climate Change Conference), which will take place from November 6 to November 18 in Sharm El Sheikh, Egypt, are being held.
For the founder of Cygnuss, the phenomenon [fashion that values comfort] has been on the rise since the imperial era. The style to which the businesswoman refers dictated fashion between the years 1800 and 1815, when women's clothing, as a rule, was tight against the torso from the natural waist up and inflated with pieces such as hoop skirts, crinolines - frames worn under skirts to increase volume -, and their variants panniers and bustles.
"All over the world, brands have been increasingly investing in clothing that prioritizes comfort, offering lighter pieces. This has become a worldwide phenomenon in the men's segment, which could set a trend for other segments, such as women's fashion," he points out. "This is because, according to internal estimates, 95% of women do not feel comfortable wearing conventional bras and get hurt while wearing them," he concludes.
Original publication in the newspaper Terra:
https://www.terra.com.br/noticias/estudo-investiga-tendencias-de-consumo-para-as-brasileiras,612cf7014d7a0d60adb0cd0a37940088pcx2ci0j.html
