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February 25, 2013



An interesting article, but the title is misleading. The lower classes are not so much the 'invisible' consumers so much as they are the anonymous ones. Recent studies have shown that the huge growth of on-line purchasing in Brazil (and not only from those stores that are typically considered to be the haunts of the lower classes - Pernambucanas, Casas Bahia, Ponto Frio, etc) is originating from the lower classes. As their disposable income slowly rises and the cost of consumer goods levels-out, it is thought to be more out of shame that individuals from less prosperous communities do not want to be seen in neighbourhoods of the wealthier classes and prefer the anonymity of e-commerce.

Notwithstanding the legal complexities of such huge investments (I doubt that the already over-exposed Brazilian banks are going to put up the quarter of a billion dollars to build Mr Tergilene's magic malls without proper title and on land illegally occupied), I would hate even more malls to come to Brazil. A peculiarly ugly American concept.

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