Clothing items are some of the favorite purchases of Brazilians when shopping. To get an idea, according to a survey by the Brazilian Service of Support for Micro and Small Enterprises (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 will be US$1 trillion. In light of the strong movement in the sector, it is natural for him to go through many changes
"In terms of technology", the initial excitement with the metaverse is generally decreasing and the search is for a more realistic use. The trend now is for this novelty to be associated with AI making technical interfaces invisible, transforming workspaces and reducing reliance on screens and keyboards. "This can be seen in fashion as well", explain Andrea Rios, sales and marketing specialist, founder of theOrcasand the guest professor in the MBA at Fundação Getúlio Vargas
An example of the use of AI in fashion is Reserva, that was developed together with the Brazilian fashion tech of Generative AI Doris, a virtual fitting room on the brand's website. With technology, the consumer can try on clothes, using two photos as a base and then the pieces are placed in the images. In this way, he sees the clothes on his body. The novelty, in addition to providing convenience for the customer, reduces exchanges and provides a higher conversion rate online
Generative AI also collaborates in the creation of pieces and collections, predicting trends and identifying consumer preferences in terms of styles, colors and shapes, increasing the success rates of creations and reducing waste. An example of this can be seen in companies like Renner, with the greatest speed in conducting tests, development and manufacturing of products, the teacher clarifies
In parallel with technological evolution in Brazil, the fashion retail has also been transforming through mergers and acquisitions. "We had the recent merger of Arezzo&Co with Grupo Soma", which in turn had already acquired Hering in 2020. Arezzo had also already purchased the Reserva Group, tell Andrea, that analyzes even though the sector has been facing many challenges. The outlook for 2024 remains challenging, with a difficult and uncertain economic scenario, tougher competition with international brands, rapid technological advancements and the constant change in consumer priorities, define
Amid all these changes, another factor comes, increasingly, being 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 from class C, D and E prioritize buying from sustainable brands and stores, increasing the importance of purpose for companies and customers more and more
"This consumer concern makes perfect sense", given that the fashion industry is responsible for about 3% to 8% of total greenhouse gas emissions. If nothing is done, these emissions are expected to grow by nearly 30% by 2030. In light of this, there is increasing pressure from society for the fashion industry to take action to reduce emissions as quickly as possible, after all, the countries that are expected to suffer the greatest impact are also the most important for the production chain, affirms the specialist
With so many transformations on the horizon, the fashion sector in Brazil and the world is at a crossroads, where technological innovation, strategic mergers and the growing demand for sustainability are redefining the rules of the game. Adaptation and resilience will be essential to face the challenges and seize the opportunities that arise. As consumers and businesses 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 just at the beginning of a new era, where technology and purpose walk together to shape the future of fashion
