The garments are some of the favorite items of Brazilians when buying. To have an idea, according to a survey of the Brazilian Service of Support to Micro and Small Companies (Sebrae), 6.55 billion pieces were sold in the country in 2023 and the forecast is that the revenue of the segment worldwide in 2025 is US$1 trillion dollars. Given the strong movement of the segment, it is natural that it undergoes many changes.
“In terms of technology, the initial stir with the metaverse is decreasing in general and the search is for a more realistic use. The trend now is that this novelty is associated with AI making technical interfaces invisible, transforming workspaces and reducing dependence on screens and keyboards. This can be seen in fashion also”, explains Andrea Rios, sales and marketing specialist, founder of Orcas and guest professor at the MBA of the Getulio Vargas Foundation.
An example of using AI in fashion is Reserva, which developed together with the Brazilian fashion tech Generative AI Doris, a virtual fitting room on the brand's website. With technology, the consumer can taste clothes, using two photos as a basis and then the pieces are placed in the images. In this way, he sees the clothes in his body. The novelty, in addition to bringing convenience to the customer, reduces exchanges and provides a higher conversion rate online.
Generative AI also collaborates with the creation of pieces and collections, predicting trends and identifying consumer preferences in terms of styles, colors and modeling, increasing the success rates of creations and reducing waste.“Example of this can be seen in companies such as Renner, with the greatest speed in conducting tests, development and making of” products, explains the professor.
In parallel to the technological evolution in Brazil, fashion retail has also been transforming through mergers and acquisitions. “We have the recent merger of Arezzo&Co with Soma Group, which in turn had already acquired Hering in 2020. Arezzo had also bought the Grupo Reserva”, says Andrea, who also analyzes that the sector has been facing many challenges. “The prospects for 2024 remain challenging, with an arduous economic and uncertain scenario, fierce competition with international brands, rapid technological developments and the constant change in consumer priorities, he defines.
Amid all these changes, another factor is increasingly becoming part of this scenario: the Brazilian consumer is increasingly aware of sustainability and the role of brands.A study conducted by PwC with the Locomotiva Institute reveals that 9 out of 10 Brazilians of classes C, D and E prioritize buying from brands and sustainable stores, increasing the importance of purpose for companies and customers.
“This consumer concern makes perfect sense, since the fashion industry is responsible for about 3% to 8% of total greenhouse gas emissions. If nothing is done, these emissions should grow close to 30% by 2030. Given this, there is increasing pressure from society for the fashion industry to mobilize to reduce emissions as soon as possible, after all, the countries that should suffer the greatest impact are also the most important for the production chain”, says the expert.
With so many transformations on the horizon, the fashion sector in Brazil and around the world is at a crossroads, where technological innovation, strategic mergers and the growing demand for sustainability redefine the rules of the game. Adaptation and resilience will be essential to meet the challenges and seize the opportunities that arise. As consumers and companies move towards a more conscious and digital future, fashion will continue to play a crucial role in the global economy, influencing trends and behaviors.We are only at the beginning of a new era, where technology and purpose walk together to shape the fashion tomorrow
