The future vision of the fashion market points to the permanent search for innovation, concluded the anthropologist and researcher at SENAI CETIQT, Marcelo Ramos, and the journalist and fashion consultant Lu Catoira, at the 2nd Law & Fashion Webtalk, under the theme “Behavior and consumption: changes and trends under the impacts of the pandemic ”. The event, held on May 19 and promoted by ABPI – Brazilian Intellectual Property Association together with the Fashion Law Commission (CDMD) of the Brazilian Bar Association (OAB-RJ), had the participation of ABPI counselor Renata Lisboa , and CDMD vice president Andrea de Andrade Gomes.

For the researcher at SENAI CETIQT, the fashion market will confirm the trends that the projections for the sector already pointed out. Companies, in order to survive in the post-pandemic scenario, will have, among others, to respect the precepts of product sustainability, reduce inventories, produce on demand and use virtual platforms for marketing and disseminating their collections with greater emphasis. “There will be no complete break with traditions,” said Ramos. “Companies will have to do market analysis and review costs, marketing and inventory,” added Lu Catoira.

As there are no predictions of when the economy will recover, it will be difficult times for the sector. Lu Catoira cited a recent survey by the Getúlio Vargas Foundation (FGV), noting that, since the beginning of the pandemic, consumption in the clothing segment fell 34.1% and footwear 38.9%. If the expectation is that, in the future, virtual sales will support a good part of the sector’s commercialization, the current movement, through this channel, still leaves something to be desired. In Brazil, according to the SENAI CETIQT researcher, sales in the sector are still predominantly made in physical stores: e-commerce represents only 1.5% of the clothing segment and footwear, 2%.

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