Leading Brands in Brazil's Apparel Category: Q4 2024 Analysis

Introduction

The Brazilian apparel market has undergone significant transformations in Q4 2024, with industry giants such as SheIn Group Limited, Global Fashion Group, and C&A demonstrating exceptional digital engagement across their platforms. Sensor Tower's comprehensive analytics provide a unique view into these brands' performances, spotlighting trends in web and app usage, audience engagement, and monthly advertising spend.

SheIn Group Limited

SheIn is renowned for its trendy, affordable fashion, and its digital presence remains formidable. The brand's website, shein.com, along with the SHEIN app, exemplifies its robust online strategy.

• Audience Trends: From Q3 to Q4 2024, shein.com experienced a remarkable increase in visits, peaking in November with over 600M visits. The monthly true audience remained stable above 90M, with substantial engagement across both web and app platforms.

• App Engagement: The SHEIN app sustained a strong monthly active user base, fluctuating around 80M, with a slight dip in December.

• Ad Spend & Channels: Advertising efforts culminated in November with a monthly spend exceeding $5M, primarily on Facebook and Instagram, achieving impressions over 2.8B.

Global Fashion Group

Global Fashion Group, known for its diverse fashion offerings, anchors its Brazilian presence through dafiti.com.br and the Dafiti 7/7: Looks de Inverno app.

• Audience Trends: In November, dafiti.com.br surpassed 170M visits, with the monthly true audience peaking at over 25M, highlighting its strong web presence.

• App Engagement: The Dafiti app saw a peak in monthly active users at approximately 8.5M in November, reflecting heightened mobile engagement.

• Ad Spend & Channels: Monthly ad spend peaked in November at nearly $920K, with Facebook and Instagram leading the channels, achieving impressions over 480M.

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

C&A, a staple in fashion retail, showcases a strategic digital presence through cea.com.br and the C&A - Comprar roupas app.

• Audience Trends: Cea.com.br displayed consistent growth, reaching over 85M visits in December. The monthly true audience also increased, peaking at over 15M.

• App Engagement: The C&A app maintained a steady monthly active user base, nearing 8.4M in December, indicating robust mobile engagement.

• Ad Spend & Channels: Advertising investment peaked in December at approximately $550K, with a well-rounded approach across Facebook, Instagram, and TikTok, delivering impressions over 310M.

Conclusion

The Q4 2024 insights reveal that SheIn Group Limited, Global Fashion Group, and C&A have effectively harnessed digital platforms to engage a broad audience in Brazil. Sensor Tower's data highlights the critical role of cross-platform analysis in understanding user behavior and optimizing marketing strategies. Our Web Insights, App Performance Insights, and Pathmatics offerings provide unparalleled insights into the digital landscape, essential for brands striving to excel in the competitive apparel market.

These insights empower decision-makers with the data-driven strategies required to navigate and succeed in the dynamic digital economy.