Survey reveals women’s favorite brands

Periods of low economic growth are equivalent for consumer brands to the winter of The grasshopper and the ant🇧🇷 As in the fable, those who sweat their shirt to improve their products and connect with consumers can breathe a sigh of relief, as sales continue to rise, while others despair with the negative results and the impossibility of changing the past.

“In challenging times, the consumer invests in the brand he trusts”, maintains Patricia Pessoa, consumer electronics marketing director at Samsung, one of the champions on this list. Despite the ups and downs of the Brazilian economy, the company won the third edition of the Top of Women into two categories.

The award is sponsored by Editora Abril in partnership with the digital research company MindMiners🇧🇷 The survey, which defined the finalist brands in 30 categories, heard a thousand women from classes A and B1, from all regions of the country. Taken as a whole, the survey paints an accurate picture of the current consumer preferences of the female public – and serves as a beacon for companies that have yet to win the hearts and attention of Brazilian women.

Foods

1- Nestlé

2- Coke

3- Healthy

The recent repositioning of the Nesfit line, which is no longer presented as an ally for those who want to lose weight and now invites people to a more balanced lifestyle, gives a clue as to how Nestlé deals with its consumers.

“Over the past few years, we’ve started talking to them on a daily basis, via social media or through our service channel, and developing products or making changes based on what we’ve heard,” he says. Frank Pflaumer, Vice President of Marketing and Communications. This explains why the brand is present in 99% of Brazilian homes, according to research by Kantar Ibope Media.

restaurant

1- Outback

2- Madero

3- Coconut Bamboo

After 22 years of opening in Brazil, the chain has 99 units and seems to have plenty of appetite to grow even more. This year, it sank its teeth into the booming delivery market, in partnership with iFood. Famous for its pork ribs with barbecue sauce, Outback even targets vegetarians – in January, a broccoli-based hamburger with cauliflower, tortillas with jackfruit meat and a portion of eggplant meatballs entered the menu. “We innovated to preserve the concept of a fun brand with an adventurous spirit”, says Renata Lamarcodirector of marketing.

Distilled

1- Smirnoff

2- Absolute

3- Jack Daniels

Currently, what is consumed of Smirnoff in Brazil is equivalent to five caipiroscas per second. To attract new consumers – women account for 42% of sales in the country –, the brand has embarked on the growing culture of drinks and bet on recipes that are on the rise, such as the moscow mule (the one with the little copper mug) and vodka- tonic, which fights head-on with gin and tonic. The relaunch of Smirnoff Ice last year, whose formula was redone after a barrage of criticism, is another strategy to try to stop the advance of the rival distillate, the gin.

Beer

1- Heineken

2- Budweiser

3- Skol

Last year, Brazil became Heineken’s second largest market by volume. “But beer is not our only business”, maintains William Retz, brand marketing manager in Brazil. “We also create the fun atmosphere, which makes the moment of consumption an even more special experience.” In what way? Promoting own events and sponsoring others. In addition, campaigns based on the cliché semi-naked woman with beer in hand were never adopted by Heineken. “We do not resort to sexualization. We were always careful and respectful when approaching different genres”, he adds. “Perhaps that is why we are the brand most remembered by them.”

tailoring

1- Luigi Bertolli

2- Brooksfield

3- Roman Village

Straight polyester pants with layered flap and front closure with buttons for 199.90 reais. Fitted cotton Bermuda shorts with belt, side pockets and front zipper closure for 129.90 reais. Those who know Luigi Bertolli only for their skirts with floral prints and colorful dresses are usually surprised by the brand’s meticulous tailoring line. But it is responsible for most of the company’s sales, founded in 1985, today belonging to the GEP Group, the same as Cori, with stores in São Paulo, Paraná and Minas Gerais.

Fitness fashion

1- Adidas

2- Nike

3- Asics

It has already produced 409 million pairs of sneakers, 456 million pieces of clothing and 113 million sporting goods such as basketballs. Determined to make playing sports more comfortable, Adidas created the Don’t Rest Primeknit LUX top. With soft nylon threads that absorb sweat and do not heat up, the piece helps support the breasts even without covering and does not impede movement. “Women are no longer willing to compromise comfort during exercise — and they don’t need to,” he says. Clair Wallacedirector of design for advanced concepts at Adidas.

shoes

1- Arezzo

2- Melissa

3- Dakota

In 2004, the brand founded in 1972 by the brothers Anderson and Jefferson Birman set the goal of keeping the company on the rise until the year 2154. It wasn’t lip service. The actions taken for this purpose are described in the group’s annual reports. Online purchases with collection at the store and the so-called Infinite Shelf, which allows the choice of shoes and other items on a touch screen with the help of salespeople, are novelties implemented in most of the 356 stores. The women seem to approve, as Arezzo takes the top spot for the third consecutive time.

Clock

1- Champion

2-Michael Kors

3- Casio

A watch and several bracelets, preferably brightly colored. A craze in the 1980s, the concept was relaunched by Champion ten years ago and enjoyed the same resounding success. Then came versions with colored dials, embossed numbers, crystals and touch screen technology, in addition to steel, leather and aluminum bracelets, some with prints, others with textures. Replicated in a line of eyewear by the brand called Troca-Haste, the concept of customization is one of the main factors that lead Champion to sell around 2.5 million watches per year.

Jeans

1- Levi’s

2- Calvin Klein

3- TNG

Launched by Levi’s last March 8, the I Shape My World project honors women who stood out by taking risks and promoting changes in society. To represent Brazil, the brand invited sociology professor Odara Dèlé and activist Monique Evelle – the videos can be seen on YouTube. The choice reflects the brand’s concern not to associate itself with stereotyped beauty standards. “Women look for products that value them as they are,” says Marina Kadookamarketing manager for the brand in Brazil.

Fashion

1- Renner

2- C&A

3- Riachuelo

Instead of standing in line at the checkout, customers can complete their purchase as they exit the fitting room on a tablet. Gift cards are accepted in physical stores and e-commerce. And you can still order online and pick up in the units. Innovations like these suggest that Renner intends to revolutionize the way we renew our wardrobe. “We want to be women’s accomplices, delivering quality with competitive prices, different styles and pleasant environments”, summarizes Cristina Maggi, corporate marketing manager. After all, women represent 80% of Renner’s consumers.

Sneakers

1- Nike

2- Adidas

3- Converse

Helping Brazilian women’s football to grow is one of Nike’s challenges. In March, it launched an online platform where women can sign up to play matches supervised by Emily Lima, the national team’s first coach. In May, it promoted a championship with teams from the base category. For non-athletic women, it expanded the offer of casual sneakers, a strong trend in current fashion – the most recent, the Air Max 270 React, a chunky model, pays homage to the German Bauhaus design school. “We’ve never been so focused on women,” he says. Martina Valedirector for women and running.

Jewel

1- vivara

2- Pandora

3- Tiffany & Co.

Between 1962, when it emerged as a small goldsmith’s workshop in downtown São Paulo, and 2005, the year in which it consolidated itself as the largest jewelry retailer in the country, Vivara became as coveted as, if not more, than many European luxury brands. The homonymous collection, from 2017, confirms the power of the chain, which now has 230 points of sale in Brazil. Bracelets and rings, pendants, earrings and necklaces have the “V” as their main element. “It was a pleasant surprise. It shows that customers identify with the brand,” says Marina Kaufmandirector of marketing and granddaughter of founder, David Kaufman.

Sunglasses

1- Ray-Ban

2- Chilli Beans

3- Ana Hickmann

Ray-Ban was founded in 1937, when it launched its aviator model. “Despite tradition, we keep up-to-date by reinventing iconic products and creating new trends,” he says. Werner Gropp, manager in Brazil. The unisex character of most glasses, such as the Wayfarer and the Clubmaster, is another huge advantage. Just for women, last year the brand created Nina, with a kitten shape, in partnership with Russian DJ Nina Kraviz. Opened to the public in May, Ocupação Ray-Ban reflects the aim of strengthening ties with consumers. In a building from 1905, in the center of São Paulo, it promoted concerts and an exhibition with works by contemporary artists.

Personal cares

1- The Apothecary

2- La Roche-Posay

3- Nature

Newly graduated, biochemist Miguel Krigsner never dreamed that the modest compounding pharmacy he opened in 1997 on Rua Saldanha Marinho, in downtown Curitiba, would become the largest franchise chain in the country. Of the more than 3,800 O Boticário stores, around 3,700 are in Brazil – the others are in seven other countries. To reach this size, much needed to be modernized. In a recently opened store in her hometown, a screen displays makeup tutorials, showing how to use the products. The brand is yet to launch a perfume developed with artificial intelligence.

Bed, table and bath

1- MMartan

2- Teka

3- Zeal

Spread across all states, Mmartan’s 160 stores are mostly women’s territory. “The success of our collections is due to the variety of products, which attract customers with different styles”, he believes. Tais Cardozo, marketing manager for the company, founded in São Paulo 34 years ago. Emphasis on pieces with floral prints, which became a trademark and account for a large part of sales, and lines with sober colors and geometric designs. “Our items reflect the main trends in home fashion.”

smartphone

1- Samsung

2- iPhone/Apple

3- Motorola

In Brazil, the arrival of the coveted Galaxy S10 was marked with a concert by Anitta for 6,000 people, broadcast live on the company’s Facebook page and that of influencer Hugo Gloss. “A large part of our focus is on studying consumers to understand how they relate to trends and what they expect from new technologies,” he says. Loredana Sarcinella, senior director of mobile device marketing. “Creating campaigns that captivate the public is one of our biggest challenges. By the way, they are succeeding. Samsung is the most remembered brand for the third year…