How will the recession affect Brazil’s lingerie industry?

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Brazil’s sexy reputation, evidently, is more robust than its economy. The country may be facing its worst recession in 25 years, but the lingerie sector is looking fairly resilient: it’s on track to grow by 1.5 percent in 2015, according to a market research firm cited by The Guardian. Nonetheless, small lingerie retailers are struggling. Since the 1980s, Nova Friburgo has been a destination for underwear-shoppers all over the country; the city of 200,000 includes more than 1,300 registered lingerie sellers and producers. But some of the owners of small lingerie businesses in the so-called “lingerie capital of Brazil” admit they’re not sure they can withstand the recession. A marketing consultant tells The Guardian: “It’s not a bad thing to have all these businesses in the same place, but in a recession the smaller ones tend to be cannibalised by the larger ones, which can afford to take a temporary hit and develop niche specialisms.”

Read the full story at The Guardian.

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