Netshoes, the largest e-commerce for sports and lifestyle products in the country, has just partnered with Steal the Look, a leading fashion, beauty, and lifestyle platform specializing in shoppable content in Brazil, taking another step toward strategies focused on reaching the female audience. The project involves featuring ‘fashion finds’ related to women’s clothing with sporty lifestyle pieces, curated by the platform’s specialized team. This initiative is part of Netshoes’ strategic efforts to expand its positioning and engagement with diverse customer communities.
“Steal the Look is a reference in fashion, beauty, and lifestyle content, the ideal partner to highlight trending and stylish items for both sports and everyday wear,” says Gabriele Claudino, Netshoes’ Marketing Director. “Strategically, in addition to strengthening our sportstyle positioning, our goal is to get even closer to the female audience, as we know that women dominate purchases in fashion e-commerce.”
The digital content platform will curate sporty lifestyle pieces that are also stylish for everyday wear. These selections, which aim to combine comfort, style, and functionality, will receive the “Steal The Look Recommends” seal and be highlighted on Netshoes’ website and app.
“We partnered with Netshoes to inspire our community to explore new styling possibilities by merging sportswear with casual fashion. We want to show that it’s possible to create comfortable, functional, and super-stylish looks for everyday life. Developing this curation with Netshoes reinforces our position as a reference in fashion, beauty, and lifestyle, allowing us to further engage with women seeking versatility and style for every occasion,” says Manuela Bordasch, CEO of Steal The Look.
Netshoes and Women
This is just one of the initiatives the company has taken with a focus on the female audience. In March, to mark the start of the Netshoes Run Tour, the brand organized an exclusive women’s training run in Belo Horizonte with 100 participants, featuring category ambassador Bruna Ianhez. The initiative reinforces Netshoes’ commitment to inclusion, well-being, and women’s sporty lifestyles.
Another relevant campaign for this audience was the celebration of the brand’s 25th anniversary, which included influencer Lela Brandão, who spoke with consumers about sports and well-being. Besides the event, Lela’s podcast, “Gostosas Também Choram” (Beautiful Women Also Cry), was sponsored by Netshoes in the episode “People Want Me to Lose Weight,” helping to increase the brand’s visibility among women.
Female Consumption and Sporty Lifestyle
A survey by Linx, a StoneCo group company, published earlier this year, reveals that 82% of purchases in fashion retail e-commerce are made by women, who are on average 40 years old. On the other hand, a study by Itaú Unibanco showed that Brazilians’ spending on fitness and gym products grew by 35% in 2023 compared to 2022. When narrowed to Generation Z (born between 1995 and 2010), this group saw the highest increase in fitness-related purchases last year, with a 65% surge in total spending.
