Brazilianhood: A NewGen selfie

Andrea Lima, Larissa Kaneko and Juliana Tigre

This paper investigates how the social identities and preferences of Brazil's ascending middle class are formed, to help fashion retailer C&A plan ahead.

Brazilianhood: A NewGen selfie

Andrea Lima, Larissa Kaneko and Juliana TigreMC15, C&A Modas Brasil and MC15A Modas Brasil

Introduction: The new brazilian middle class generation and its esthetics

Over the last 13 years, Brazilian public policies and access to credit have favored the inclusion of the population from the lowest tiers of society into the consumption process. There was a significant migration from the lowest classes to B2/C tiers, and, during the period between 2001 and 2013, our ascending middle class, which accounted for 51% of the Brazilian population, leaped to 63%. This was especially a result of the...

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