According to IBOPE estimates, every Brazilian consumer will spend an average of R$ 810.84 on clothing, which is 3 percent higher than the average spending of R$ 738 projected for last year. By the end of 2014, the turnover of total consumption of clothing in the country is estimated to touch R$ 138 billion, as per the study.
The study has divided Brazilian consumers in five classes A,B,C,D and E, and according to the Pyxis sizing tool, during 2014, classes B and C would lead in the consumption of clothing, with spending of R$ 54.9 billion and R$ 56.2 billion on apparel, respectively, accounting for 39.7 percent and 40.7 percent of the total consumption.
Class A consumers would account for 10 percent of the consumption, with spending on garments totaling R$ 15.1 billion during this year, whereas, classes D and E would account for only 8.4 percent of the total consumption, with spending on clothing amounting to R$ 11.6 billion in 2014, the study states.
As per the IBOPE estimates, the southern region of the country is expected to have the highest per capita spending on apparel, amounting to R$ 941.6 during 2014, followed by the Midwest with R$ 917.4 per capita spending on clothing, Southeast with R$ 863.4, the northern region with R$ 695.9, and lastly, the Northeast Brazilian region with R$ 632.1 per capita spending on clothing during this year.
The IBOPE was established in Brazil in 1942 by the radio broadcaster Auricelio Penteado, owner of Radio Kosmos in Sao Paulo. The IBOPE provides large collection of data and supports in decision making process of its clients, by providing research on media, public opinion, voting intention, consumption, behavior, marketing, branding and other issues as required by clients.
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