The Brazilian that fits the economic profile of the new class C seems to enjoy shopping more in stores located on streets than in those inside shopping malls. The information surprises the shopping mall segment that has increased the presence in the Brazilian market with increasingly more inaugurations, to meet a booming demand of consumers willing for agility and practicality of malls, with parking areas and security, besides entertainment areas and food courts in the same space, which leads to comfort, ease. The indication of the preference of class C for street stores is featured on a survey of the Brazilian Institute of Public Opinion and Statistics (Ibope) that shows that 57% of such population prefers shopping in the open air. To change that fact, the malls have tried to achieve the emerging class that currently amounts to nearly 100 million people.For the Professor of Popular Economy and market researcher of the São Judas University, Analice Calixto, that scenario should change in the coming years, mainly because of the construction of shopping malls specifically for that part of the population. "The malls have already felt the potential of that class and will not leave those people alone", said the Professor. "Soon we will see malls in the major centers, near subways, besides the starring of the more popular brands, cheaper car parks and other attractions that are their ace up their sleeve", she said. According to the Commercial Director of Ibope and person responsible for the profile survey of class C, Dora Camara, the reason for the preference for the streets is a simple matter of convenience. "They feel more comfortable on the streets. If there is a Casas Bahia store at the mall and another on the street, they go to the street store", she said.According to information of the Brazilian Association of Shopping Malls (Abrasce), which sponsored a major event of the sector in São Paulo this week, the 11th edition of the Expo Shopping, to consolidate in such a market, the malls are getting their act together aiming at a piece of the segment. The entity estimates that over the past seven years, nearly 32 million Brazilians have definitively entered in the Brazilian economy, which represents nearly R$ 760 billion (US$ 447.1 billion) a year, giving the middle class, for the first time, access to products that were previously intended for other classes. With that in mind, the expectation of the Abrasce is that those people boost the growth of the sector of malls. "On average, the Abrasce foresees the opening of 10 to 20 malls a year", said Paulo Stewart, President of the entity.The figures of the entity show that 56% (nearly 52 million people) already go to shopping malls, and that 89% of that share buys clothes. "The percentage represents R$ 2 billion (US$ 1.2 billion) in monthly shopping, a number we cannot rule out", continued the Executive. Accompanying the tendency, Professor Analice Calixto also foresees a new type of shopping: "I believe such generation estimated at R$ 2 billion (US$ 1.2 billion) means the declaration of war against the street stores, since there is so much money is involved". On the other hand, the professor recalls such data does not match the recent survey made by Ibope. "It is important to have both feet on the ground when the issue is shopping; according to data of the Ibope, only 34% of those surveyed of class C declared the go shopping in malls, and the statement of the Abrasce points to 56% of them", she said.
