Argentinian consumers are already used to taking advantage of the strong promotions that exist in this category. In 2018, with the strong consumption contraction, these promotions increased even more and almost every day of the week there was some promotion in the main malls and commercial streets of Argentina.
In a context where sales via traditional channels contract, internet sales continue growing well above inflation. A category that began to develop strongly in recent years and maintains a very positive evolution is apparel and footwear, mainly driven by young women who find prices in this channel lower than at physical stores, which drives them to complete their apparel and footwear purchases.
One of the main characteristics of Argentinian economic policy is that it can change dramatically with the arrival of each new government, no matter what the conditions were in the past. In this way, until Mauricio Macri assumed power in 2015, Argentina was largely closed to imported products in order to avoid outflows of foreign currency and to protect local industries.
Although apparel and footwear has important brands with a large number of outlets which have presence in the main malls of the country, it is a fragmented market with a large number of brands having just one or very few outlets. Given the current difficult economic situation, a number of brands have chosen not to renew their spaces in the main malls of the country due to the high fixed costs and have moved to the most important commercial streets and avenues where fixed costs are lower.
An important trend in the Argentinian market is the growth of big brands through the franchise model. The most important brands make the largest investments in marketing and advertising and in the opening of stores that require large investments, and once they are established in consumers’ minds, begin their expansion plans by selling franchises, which creates high visibility with low risk.
Due to the growth of the internet retailing channel in this category, new options also arise, such as sites that connect consumers to buy or sell their used clothing online, which can be either branded or not. In this context, the site www.
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Discover the latest market trends and uncover sources of future market growth for the Clothing and Footwear Specialist Retailers industry in Argentina with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Retailing market research database.