Business

Brazilian luxury consumers will value brands which care for health and social issues in the post-pandemic

According to Hibou's research, 46% of buyers from the upper class in Brazil experienced no financial reduction in quarantine

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  • The survey looked at consumer trends for the post-lockdown among heavy buyers of high-end fashion and accessories;
  • Social responsibility will be a tiebreaker among the preferred brands of Brazilian richer buyers.

Consumers of luxury goods in Brazil will value even more social engagement of brands after the COVID-19 pandemic. Health concerns will also continue to be present, and these customers tend to demand more hygiene information about sellers’ operations. Such concerns are going to be stronger and influence choices of brands, says a survey recently published by Hibou, a market research and monitoring company in Brazil.

According to the report, pandemic-related lockdowns made luxury consumers rethink what is essential when purchasing. For 91% of respondents, being transparent about hygiene procedures and health care for the seller’s staff will make brands remain on the list of personal favorites or be left out. “Even the upper classes will stop buying inessential items since they are taking a more conscious look at what they have at home”, says Ligia Mello, who coordinated the survey, to LABS.

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When it comes to new habits, home gained new meaning for the richer clientele in Brazil. Decoration of living rooms (68%) and kitchens (61%) entered a list of priorities since both are places where time is being spent with the family like never before.

The study, which analyzed trends after confinement among heavy buyers of high-end fashion and accessories, listened to 500 Brazilian consumers of higher income, the majority being women (78%), in May 2020, through an online questionnaire. 

Consumption focused on well-being and staying at home

“These consumers discovered a lot of things that they didn’t use, that was in the closet, in the garage, or somewhere else in the house. And their homes will become the place where they will feel safe. When we look at the second half of the year, home will remain as a place where the comfort zone is guaranteed, because it is the consumer himself who takes care of the cleanliness, safety, all the details of the place”, explains Mello.

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Also, 53% of the upper-class buyers became more concerned with their well-being, taking more care of themselves and giving new meaning to their relationships with people and brands: clothes to stay at home, for example, must be comfortable.

And brands must be responsible for maintaining jobs amid the crisis. Above all, social responsibility will be a tiebreaker among the preferred brands of richer consumers, since 74% want something from brands that are not only famous. More than half of the interviewees (64%) intend to choose the brand that most socially collaborated or collaborates during the crisis period, generating jobs and helping people in the risk group for Covid-19. 

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According to the survey, 46% of the luxury consumer public felt no financial reduction in this period, against 34% that did. This public rather buys from famous brands than small ones, thus, almost half (49%) said they did not identify with the services and businesses in their neighborhood and 20% did not try a new consumption relationship. For 72%, the major concern in the pandemic was family health. With that, food, mental health, and other activities have gained more attention from this public. 

More than half of Brazilian upper-class consumers (64%) already use e-commerce for purchases, but 58% like to go to the mall of their choice to buy their favorite brands and 27% want to keep the old habit of shopping in physical stores, but for that, they need to feel safe.

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Consumers are still skittish about crowds, so going less to public places will be a premise in the coming months. Instead, moving to environments such as friends’ houses or street environments that have a smaller flow of people tend to be the initial choice: 71% of people who plan an “outside” celebration in the second semester already consider doing it for a slightly smaller group at home, says the study. “Events, which are very strong for this audience, tend to happen a lot in smaller places, restricted places”, says Mello.

That is why events in the homes of higher-income people tend to grow a lot in the second half of the year. Instead of celebrating a birthday in a super cool restaurant, consumers will invite the restaurant over and they will have this party at home. They will decrease the number of guests perhaps but will guarantee safety, because they are careful, in control of what is happening

Ligia mello, survey coordinator at hibou