Designer Apparel and Footwear (Ready-To-Wear) in Mexico

PROSPECTS

Retail developments support sales of designer apparel and footwear

Although internet retailing is growing in importance for designer apparel and footwear, posting double-digit value growth in 2018, physical stores continued to dominate sales. This is why retail development is a key factor driving sales of designer brands, with additional locations allowing them to reach potential new consumers.

Designer footwear brands offer personalisation

To attract consumers in 2018, some luxury footwear brands, along with El Palacio de Hierro department stores, launched campaigns offering customers the option to personalise their purchases. Over a 3-day period, Fendi enabled consumers to personalise their Rockoclick Sneakers with up to 24 different combinations.

Interest-free payments give middle-class Mexicans access to designer brands

It has become common for retailers to offer interest-free payments during special sales seasons, with these having become popular among many consumers. For example, during end-of-season sales, back-to-school sales or "El Buen Fin" (a discount event in November similar to Black Friday in the US), department stores offer additional loyalty rewards and interest-free payments, which give middle-income consumers the opportunity to access designer apparel and footwear brands.

COMPETITIVE LANDSCAPE

Louis Vuitton announces its first Mexican ambassador

In 2018, following the FIFA World Cup, Louis Vuitton presented football player Miguel Layún as its new ambassador, making him the first Mexican celebrity to endorse the brand. The partnership will contribute to creating a closer relationship between Louis Vuitton and its target audience in Mexico.

Dolce & Gabbana organises its first fashion show in Mexico

Despite the small size of the Mexican luxury goods market compared to that of other countries, brand owners are starting to recognise its growth potential. For example, in 2018, Dolce & Gabbana organised a fashion show in Mexico for the first time.

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