FASHION MARKET IN LATIN AMERICA

FASHION MARKET IN LATIN AMERICA

FROM THE 1990S TO THE PRESENT

With the steady increase in the number of expatriates from Europe, Asia and North America, Latin America is a new, attractive and interesting market. Heavily influenced by the United States; being so close geographically and in some cases culturally, Latin America has adopted the U.S. lifestyle, including consumption habits. In the past, when e-commerce obviously did not yet exist, you would often see people traveling to the United States just to buy products of a particular brand, which was not available in their countries. Slowly, fashion retailers such as Tommy Hilfiger and Nike began to enter the new area, with their retail operations in Mexico and Brazil, Latin America’s largest economies, with stores and outlets in malls and on major streets in the largest cities.

The phenomenon began to spread starting in the 1990s, when large Spanish groups arrived and Inditex SA and Mango brand stores changed the rules of the game. Allowing Latin Americans to buy products from European brands at competitive prices changed the way Latin Americans buy fashion. Inditex, as one of Latin America’s (and the world’s) most important players, has influenced local retailers by changing their main strategy in brand building, offering more than just quality product, to compete outside their local markets. Inditex has not only changed the way retail works in Latin America, it has also put countries like Colombia on the fashion map, making it a more attractive country where fashion is a major activity and where some of the largest distributors of international brands are located.

Now many luxury brands are also coming to Latin America, establishing strong retail strategies and levels of brand awareness. Some are already achieving strong returns, leveraging the distribution networks established by the countries’ powerful national fashion brands and positive customer feedback. The opening of luxury fashion houses in the best shopping locations, right next to the best local designers, was initially seen as a threat to local businesses, but it has actually helped them gain recognition and awareness. Currently, most sales (60 percent) come from local products.

The Latin American market can be seen as a difficult challenge, the main strategy that big brands are applying is to get to the largest and most important countries; Brazil and Mexico in the lead, followed by Colombia, Panama, Peru, and Chile.

Argentina, known as the “European country of Latin America,” used to be one of the top names on the list, but since the outbreak of the economic crisis, many fashion brands are leaving and moving to neighboring countries, leaving only their presence in the country’s largest outlets. Smaller nations such as Bolivia, Ecuador and Uruguay are still attractive countries for the fashion industry, influenced by the larger countries. Latin American countries share similar cultures, consumer behaviors, and fashion styles, so once a brand is successful in one country, it is very easy for it to grow in neighboring ones. From the most fashion-conscious Latin American countries also come fashion brands that have already established themselves internationally; starting with Brazilian footwear brands Melissa and Havaianas, recognized for their innovative style, materials and shapes, now one of the largest Latin American brands in the world. Other renowned brands include Julio, a Mexican brand that offers women’s clothing mixing Latin and European styles, and Argentine clothing brands Rapsodia, with a boho vibe and an incredible in-store experience, and La Martina.

From Colombia, which has experienced the biggest boom since its recovery, come Venezuelan children’s wear brand EPK, Mario Hernandez, a leather accessories brand, Studio F, which specializes in Latin-cut jeans, lingerie brand Leonisa, swimwear brand Agua Bendita, and accessories brand (backpacks and luggage) Totto. It should be mentioned that not only fashion brands come from Latin American countries, but also well-known raw materials such as cotton and alpaca.

LATIN AMERICA’S MARKET TRENDS IN WOMEN’S FASHION

Fashion styles and trends are almost everywhere in the world, and most women like to adopt a certain fashion idea through some inspiration. Thanks to the latest technologies, people discover new ideas through many channels; the internet is a real source of inspiration for people to get new fashion ideas that can be adopted in different occasions or events.

In Latin America, there are many top fashion brands and some stores that allow their users to wear the best branded garments and follow unique ideas, especially those that are promoted by VIPs on social media, or that are promoted through wide-target advertising campaigns; after all, virality and big names are behind the latest fashion trends. Fashion is defined as:

  • clothing styles;
  • behaviors;
  • hairstyles;
  • decorations;
  • cosmetics;
  • shoes.

Latin America boasts a colorful bunch of well-loved local magazines that continue to persuade loyal readers to buy clothing and adopt certain styles. Latin America’s fashion media are very active, broadcasting the latest happenings and fashion news from around the world for locals to adopt new fashion styles and ideas.

UNIQUE FASHION IDEAS IN LATIN AMERICAN CULTURE

Due to changes in American culture and people’s living standards, they love unique and attractive fashion that can represent their unique styles, preferences, and traditions. In the fashion industry, there are different kinds of ideas, and women mostly adopt fashion trends that they find attractive and appealing. Fashion ideas can be of different types, and there are many brands always working to introduce a unique idea and a different lifestyle to explore something appropriately. Latin people love to wear colorful clothes and dress attractively to show their importance in different occasions; but it all depends on people’s interest and preferences they want to adopt and ignore.

KNOWLEDGE AND AWARENESS OF THE LATEST FASHION TRENDS?

Communication and technological awareness resources are used in Latin America to explore and learn about the latest ideas in the fashion industry. Without recognition and support, nothing can be gained from new technological resources.
Facebook. Pinterest, Youtube, Pinterest, LinkedIn, Dailymotion, Instagram, and other world-famous social media are available to explore one’s interests and gain inspiration. In the fashion industry, there are many ideas, which are very varied and have great appeal in their designs, because they aim to stimulate a unique and new style that can meet people’s expectations and provide them with satisfaction.
Women like to adopt a unique lifestyle in clothing choices, shoe preferences, cosmetics, hairstyle and other kinds of wearables that allow them to explore their personal interests.

IN-DEPTH EXAMPLE: WOMEN’S FASHION IN ECUADOR

Medium-high range: Ferragamo and Massimo Dutti

Ferragamo embodies a combination of the longstanding, expert craftsmanship and creative tradition typical of Made in Italy goods. These are the factors of excellence that support the brand, and which have, over the years, evolved in line with its origins. Quality, contemporary elegance and innovation are the hallmarks of each Ferragamo product and, together with a tradition of fine craftsmanship, create the value and authenticity for which the brand is universally recognised.

Products listed for women:

  • Shoes
  • Belts
  • Handbags
  • Leather Accessories
  • Soft Accessories

Massimo Dutti was born in 1985 and was bought by Inditex in 1991. Today it boasts over 643 stores in more than 78 markets.

In the beginning, the brand is dedicated to men’s fashion. Starting from 1995 he also began to deal with women’s fashion in all its forms: from the more urban to the more casual lines. In this way, Massimo Dutti is consolidated from all points of view as a growing group at national and international level, with a staff that currently has over 10,000 employees.

Products listed for women:

  • Jackets
  • Coats
  • Bags
  • Shirts
  • Leather Accessories
  • Soft Accessories

Medium range: Zara and H&M

Zara is a forward-thinking force in fashion; embodying what is possible when responsibility and aspiration are accessible to all. By bringing more thoughtful style to the world, we aim to provide everyone, no matter where they are, with the inspiringly beautiful, always on-trend, responsibly crafted fashion they deserve

Products listed for women:

  • Jackets
  • Coats
  • Bags
  • Shirts
  • Leather Accessories
  • Soft Accessories
  • Jeans
  • Trousers

H&M is a fashion brand, offering the latest styles and inspiration for all. Customers will find everything from fashion pieces and unique designer collaborations to affordable wardrobe essentials, complete-the-look accessories and motivational workout wear, for all seasons and in all styles. With price, quality and sustainability deeply rooted in its DNA, H&M is not only a possibility for everyone to explore their personal style, but it also offers a chance to create a more sustainable fashion future.

Products listed for women:

  • Jackets
  • Coats
  • Bags
  • Shirts
  • Leather Accessories
  • Soft Accessories
  • Jeans
  • Trousers
  • Underwear

If you are interested in viewing the new Fashion Summer Collection of the Duda brand, you can check out our B2B crossborder marketplace Demix InnoShop.

IF YOU ARE INTERESTED IN ENTERING LATIN AMERICA’S FASHION MARKET AND WOULD LIKE TO RECEIVE MORE INFORMATION PLEASE CONTACT US!