A Closer Look at the Menswear Market in Brazil

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

This chapter discusses the characteristics of fashion’s menswear market in one of the biggest emerging countries in the world: Brazil, a $6 billion market. Twelve in-depth interviews were conducted with experts to build a point of view of the dynamics present in this market. Fashion designers, product managers, journalists, and brand managers’’ perspectives offer the reader a qualitative perception of relevant characteristics of the men’’s buying behaviour in fashion in Brazil, an emerging country that still faces gender discrimination in fashion consumption and usage. This chapter offers the readers a qualitative perception of the dynamics present in the menswear market in a Latin American country. The discussion of gender roles in the buying process, the sexualization of the act of wearing some styles of garments, and the resistance to engage in shopping are some of the characteristics that portray the complexity of this market.

Original languageEnglish
Title of host publicationPalgrave Studies of Marketing in Emerging Economies
PublisherPalgrave Macmillan
Pages49-72
Number of pages24
DOIs
Publication statusPublished - 2023

Publication series

NamePalgrave Studies of Marketing in Emerging Economies
VolumePart F3556
ISSN (Print)2730-5554
ISSN (Electronic)2730-5562

Bibliographical note

Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2023.

Keywords

  • Brazilian consumers
  • Fashion in emerging countries
  • Fashion machismo
  • Gender roles in fashion
  • Latin American consumers
  • Menswear

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