Homewear in Brazil: evolution from 1976 to present

Abstract

The traditional bride trousseau (homewear) was composed of bedding, table and bath textiles and household utensils that were necessary for her married life. Social changes and technological advances provided a new perspective and proportion for homewear textile sector. This study aimed to analyze the evolution of household linen (bedding, table and bath), from 1976 to 2019, in Brazil, related to composition of materials. Literature and magazines of this area were analyzed, notably Casa Vogue Brasil (“Vogue Home Brazil”) and Casa Claudia (“Claudia Home”) magazines. It concluded that the main employed material is cotton, followed in lesser extent by blends (notably cotton and polyester). The classic patterns predominate, especially the flat fabrics, ornamented with embroidery and classic design of flower and geometric prints, white and soft colors (clear beige, clear gray, etc.). These products represent the majority of sales in the domestic, but they could be non-competitive at the foreign market considering the price in relation to commodities from Asia and also lacking the necessary differentiation to meet these target publics.