Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • The shopping mall is a staple of Brazilian leisure
  • The shopping mall is a staple of Brazilian leisure
    Iguatemi Brasilia, Creative Commons (2010) ©

I Love Mall: shopping in a virtual world

Brazilians have a long-running love affair with malls. There are currently 503 shopping centres across the nation, earning a total revenue of R$129 billion in 2013. Can an e-commerce platform that promises to be a virtual mall entice Brazilians to spend online?

Location Brazil

Brazil has a long-running love affair with shopping centres. While the lower classes see them as status symbols, middle class consumers have chosen malls as their favourite place to spend their time off, enjoying all the entertainment options from cinemas to food chains in a safe and polished environment.

Naturally, real-world shopping is often a consequence of the experience of visiting the mall. But at the same time, online sales have exponentially increased in all sectors, with fashion at the top of the list. So what would happen if the long-established Brazilian love of malls met the newfound ...



  • Article image Say goodbye to the mall rat

    Traditional ‘teen’ retailers like A&F are battling high unemployment rates, rapidly changing social landscapes and the increasingly fickle nature of fashion to stay afloat in a competitive market. But if teens aren’t dropping their cash here, then where are they shopping?

  • Article image Bankrupted by designer bags

    As emerging economies transform the consumer base for high-end goods, luxury is moving out of range of all but the very richest. The fashion industry is rushing to fill the gap, as the notion of aspiration is remodelled to appeal to a diverse range of consumers – and budgets.

  • Article image A cultural snapshot of Brazil

    Are Brazilians still football obsessed? And are big bums still the beauty standard? In our 2014 / 15 cultural snapshot of Brazil, we demystify cultural myths, shed light on the country’s economic outlook, and explore the emerging and established trends across eleven sectors.

  • Article image Rolling with Brazil's rolezinhos

    Are the young Brazilians taking part in social phenomenon rolezinhos just trouble-making delinquents? We sent digital anthropologist Luana Kaderabek to explore this new social class.