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 brand positioning.
“Marketing impacts consumer behavior. And when we have a more demanding, more discerning consumer, it’s necessary to help them make purchasing decisions by showing product deliveries, benefits, and advantages, while also boosting confidence,” emphasizes Jéssica. According to her, several factors affect consumer demand for a particular product. In Ibevar’s assessment, the rise in clothing and cars may reflect both an improvement in economic expectations and a movement to replenish domestic inventories held back in previous periods.
In this sense, the expert believes that the more a company clarifies the benefits of a particular product to the consumer, the more sales will be boosted. “If the company realizes it’s time to help customers save, it can develop discount strategies. Or show the savings the product offers, highlighting better performance and durability. All of this is an argument to bring the customer to purchase,” Jéssica emphasizes. According to her, creating promotional bundles can also be an alternative.
On the other hand, some sectors are facing a decline in product demand, 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 changing consumption habits that have been evolving for years. In the second case, caution is due to higher-value purchases. “At this moment when some products are in higher demand and others less so—meaning, in any scenario—it’s necessary to reinforce brand positioning, strengthen identity and values. Precisely because when the consumer is uncertain, they also become more discerning.”
