When consumer trends change, brands need to respond with marketing.

Apparel and automobiles are experiencing high demand. This is the conclusion of a study by the Brazilian Institute of Retail and Consumer Market Executives (Ibevar) on the Brazilian retail sector for the June to August 2025 quarter. The growth is significant: 5.71% in the textiles, apparel, and footwear sector and 4.72% in the vehicles, motorcycles, parts, and accessories sector. According to Jéssica Fahl Ribeiro, an expert in agile management, marketing, and innovation, marketing is the ideal tool to help consumers make purchasing decisions. Furthermore, in any scenario, whether of high or low demand, including during economic crises, companies must 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 purchase decision by showcasing the product's deliverables, benefits, and advantages, in addition to building trust," emphasizes Jéssica. According to her, numerous factors affect consumer demand for a specific product. In Ibevar's assessment, the surge in apparel and automobiles may reflect both an improvement in economic expectations and a movement to replenish household inventories pent-up from previous periods.

In this sense, the expert assesses that the more a company clarifies the benefits of a specific product to the consumer, the more sales will be boosted. "If the company realizes it is time to help the customer save money, it can develop discount strategies. Or show the savings the product offers by highlighting its higher efficiency and durability. All of this is an argument to bring the customer to purchase," emphasizes Jéssica. According to her, creating promotional bundles can also be an alternative.

On the other hand, there are sectors facing a contraction in product demand, such as the books, newspapers, magazines, and stationery segment (-7.44%) and the furniture and appliances segment (-1.72%). In the first case, according to Ibevar, the trend is due to digitalization and the shift in consumption habits that has been occurring for years. In the second case, the caution is regarding purchases of higher value-added goods. "At this moment when some products are in higher demand and others are in lower demand—that is, in any scenario—it is necessary to reinforce brand positioning, reinforce identity and values. Precisely because when the consumer is uncertain, they also become more discerning."