Bags and Luggage in Mexico

PROSPECTS

Women’s rising spending power boosts demand for bags for practical purposes as well as style

Handbags’ important share of the category as a whole is underpinned by their importance to women in Mexico. They are ubiquitous products, offering functional attributes in addition to being viewed as social status and style statements.

Growing awareness of health issues boosts duffel bags as an increasing number of consumers engage in sports

The duffel bags category is an important one in the overall bags and luggage environment, accounting for a notable proportion of sales and seeing continued growth in 2019. These products are benefitting from the growing exercise culture in Mexico, with consumers’ rising awareness of health issues and the importance of participating in regular exercise activities.

Tourism trends boost luggage demand as government gets on the case with infrastructure investment

Luggage benefitted from Mexican consumers’ increasing propensity to travel. As well as growing urbanisation and an increasing number of women in the formal workplace, initiatives by the government of President Andrés Manuel López Obrador to boost tourism have been implemented.

COMPETITIVE LANDSCAPE

Continued preference for bags offering both quality and style

Bags and luggage remains a highly fragmented category, with less than one percentage point separating the top three players in 2018. Consumers demonstrate a continued preference for well-known international brands, such as products from Louis Vuitton México S de RL CV, which offer social status and personal style, and items with a reputation for quality and strength, such as luggage from Samsonite México SA de CV.

Facebook represents a far more important promotional tool than Twitter for atmpacks and Samsonite in reaching consumers

An important proportion of backpack purchases are made by students. To this end, licensing of popular characters is a strategy utilised by many brands to attract consumers in the younger age segments, who require bags for educational use, but which also demonstrate some level of personal style and taste.

Internet retailing enables players to reach consumers throughout the country

The bags and luggage industry remains fragmented, with hundreds of small manufacturers or importers participating. Internet retailing and online advertisements are helping some smaller brands to increase their visibility and reach a new target of consumers who were previously unreachable due the local nature of some of these companies.

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