A Closer Look at the Menswear Market in Brazil

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.