Leading Apparel Brands in Brazil: Q4 2023 Performance Insights

Introduction

In the dynamic world of fashion, Brazil's apparel market has witnessed significant shifts in Q4 2023. Sensor Tower's comprehensive data analysis highlights key players such as SheIn Group Limited, Global Fashion Group, and C&A. These brands have demonstrated notable performance across their websites and apps, providing valuable insights into consumer behavior and digital engagement.

SheIn Group Limited

SheIn's digital presence is robust, with its website shein.com and the SHEIN app leading the charge.

• Audience Trends: From Q3 to Q4 2023, shein.com experienced a decline in visits, starting at over 500M in October and dropping to around 465M by December. The monthly true audience also decreased, with app-only visitors consistently surpassing web-only users, indicating a strong mobile preference.

• App Engagement: The SHEIN app saw a decrease in monthly active users from over 75M in October to approximately 64M in December, reflecting a seasonal dip.

• Ad Spend & Channels: SheIn's monthly advertising spend dropped dramatically from over $3.6M in October to just $24K in December, with Facebook being the primary channel throughout the quarter.

Global Fashion Group

Global Fashion Group, operating through dafiti.com.br and the Dafiti 7/7: Looks de Inverno app, shows a diverse digital strategy.

• Audience Trends: Dafiti.com.br saw a significant spike in November, with visits reaching over 230M, before dropping to around 147M in December. The monthly true audience peaked similarly, driven by a surge in both app and web visitors.

• App Engagement: The Dafiti app's monthly active users peaked in November at over 9M but decreased to around 8M by December.

• Ad Spend & Channels: Monthly advertising spend peaked in November at over $500K, with Facebook delivering substantial impressions throughout the quarter.

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

C&A's digital efforts are evident on cea.com.br and the C&A - Comprar roupas app.

• Audience Trends: The website saw a visit increase in November, peaking at over 81M, with a consistent monthly true audience growth fueled by both app and web platforms.

• App Engagement: The C&A app's monthly active users rose to over 7M in November, before slightly decreasing in December.

• Ad Spend & Channels: Monthly advertising spend was stable, with the highest spend in December at over $330K, again with Facebook as the primary channel.

Conclusion

Brazil's apparel market in Q4 2023 highlights the importance of a strong digital presence across both web and mobile platforms. Sensor Tower's data underscores the strategic shifts brands are making in audience engagement and advertising. With unparalleled insights from Sensor Tower's Web Insights, App Performance Insights, and Pathmatics, brands can better understand and navigate the ever-evolving digital landscape. This data empowers decision-makers with the tools needed to optimize strategies and drive growth.