Clothing and cars are on the rise. This is the conclusion of a study by the Brazilian Institute of Retail Executives and Consumer Market (Ibevar) on Brazilian retail for the quarter from June to August 2025. The growth is significant: 5.71% in the textiles, clothing, and footwear sector and 4.72% in the vehicles, motorcycles, parts, and accessories sector. For Jéssica Fahl Ribeiro, an expert in agile management, marketing, and innovation, marketing is the ideal tool to help consumers make purchasing decisions. Moreover, in any scenario—high demand or low demand, including economic crises—companies should reinforce their brand positioning.
“Marketing impacts consumer behavior. And when we have a more demanding, more discerning consumer, it is necessary to help them make the purchasing decision by showing the product’s deliverables, benefits, and advantages, in addition to boosting confidence,” emphasizes Jéssica. According to her, several factors affect consumer demand for a specific product. In Ibevar’s assessment, the rise in clothing and cars may reflect both an improvement in economic expectations and a movement to replenish household inventories that had been stalled in previous periods.
In this sense, the expert assesses that the more a company makes the benefits of a specific product clear to the consumer, the more sales will be boosted. “If the company realizes it is time to help the customer save, it can develop discount strategies. Or show the savings the product offers by highlighting greater efficiency and durability. All of this is an argument to bring the customer to the purchase,” emphasizes Jéssica. According to her, creating promotional combos can also be an alternative.
On the other hand, there are sectors facing a decline in demand for products, such as books, newspapers, magazines, and stationery (-7.44%) and furniture and appliances (-1.72%). In the first case, according to Ibevar, the trend is digitalization and the change in consumption habits that has been ongoing for years. In the second case, the caution is regarding purchases of higher-value items. “At this moment when some products are more sought after and others less so—that is, in any scenario—it is necessary to reinforce brand positioning, identity, and values. Precisely because when the consumer is unsure, they also become more discerning.”
