Leading Apparel Brands in Brazil: Q4 2023 Insights

In Q4 2023, the apparel industry in Brazil witnessed significant activity among key players, with SheIn Group Limited, Global Fashion Group, and C&A (C&A Mode GmbH & Co. KG) leading the charge. Leveraging data from Sensor Tower, we dive into the performance and trends of these brands, analyzing their web and app presence, audience engagement, and advertising strategies.

SheIn Group Limited

SheIn Group Limited has maintained a robust presence with its website, shein.com, and the SHEIN app.

• Audience Trends: From Q3 to Q4 2023, shein.com experienced a gradual decline in visits, starting with over 500M visits in October, dropping to approximately 460M by December. The monthly deduplicated audience remained above 70M throughout the quarter, indicating a strong, though slightly decreasing, user base.

• App Engagement: The SHEIN app saw a decrease in monthly active users, from over 21M in October to around 17M in December, reflecting a broader trend of reduced engagement across platforms.

• Ad Spend & Channels: SheIn's monthly advertising spend dropped significantly, from over $3.6M in October to just over $24K in December, primarily on Facebook. This reduction corresponded with a sharp decline in impressions, from over 2B to just under 13M.

Global Fashion Group

Global Fashion Group, with its platform dafiti.com.br and the Dafiti 6/6: Presentes com Amor app, showcased dynamic audience engagement.

• Audience Trends: Dafiti.com.br saw a notable increase in traffic, peaking in November with over 230M visits, before a slight drop in December. The monthly deduplicated audience also rose to over 28M in November, indicating heightened interest during the holiday season.

• App Engagement: The app's monthly active user base grew steadily, from around 3M in October to nearly 3.3M in December, suggesting a strong mobile engagement strategy.

• Ad Spend & Channels: Monthly advertising spend increased from around $400K in October to over $500K in November, with impressions peaking at over 270M. Facebook remained the dominant channel for ad placements.

C&A (C&A Mode GmbH & Co. KG)

C&A's digital strategy included cea.com.br and the C&A - Comprar roupas app.

• Audience Trends: The website's traffic peaked in November at over 80M visits, correlating with an increase in unique visitors. The monthly deduplicated audience also saw a rise, reaching over 15M in November.

• App Engagement: The C&A app's monthly active users increased from around 940K in October to over 1.1M in December, reflecting a successful mobile strategy.

• Ad Spend & Channels: C&A's monthly ad spend fluctuated, peaking at over $330K in December. Impressions varied but remained strong, consistently surpassing 150M.

Conclusion

In Q4 2023, these leading apparel brands demonstrated varied strategies and outcomes in Brazil. SheIn showed a decline in engagement and ad spend, while Global Fashion Group and C&A capitalized on increased traffic and user engagement, particularly during the holiday season. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, were instrumental in providing these insights, showcasing the unique cross-platform user behavior of these brands.

By leveraging Sensor Tower's analytics, decision-makers can gain a deeper understanding of the market dynamics and tailor their strategies to achieve competitive advantage.