Tailoring Apparel to a New Latin America

Introduction

Scope

Key findings

The Modern Face of Latin America

A new middle class spawns a new shopping culture

Sophistication and a new level of engagement with brands

Latin Americans are spenders more than savers

Latin America has been a key retail growth engine for global brands

A retail power shift as modernity displaces tradition

The Facebook generation: E-commerce comes of age

The segmentation challenges of a shifting demographic

The Competitive Landscape

How the key apparel categories shape up in Latin America

A game changing battleground for global sportswear brands

Nike vs Adidas in Latin America

Fast fashion breaks new ground in Latin America

US brands help push the jeans category upmarket

Apparel specialists surge as malls and fast fashion boom

The billion dollar brands

Slower growth in Brazil could help global players gain market share

Private label is shaking off its poor image

The aspiration factor is critical to brand strategy in Latin America

Brazil dominates spending but Mexico is a key market to watch

The Push by Global Brands

The FIFA World Cup and Olympics will strengthen Nike’s position

Adidas will scale up social media activity ahead of the World Cup

Mexico drives Inditex’s Latin America participation

All American brand unlocks new opportunity south of Rio Grande

Mexico and Chile are H&M’s opening Latin American gambit

Aspiration heralds new era for international designer labels

The Brazil Battleground

Tougher times ahead for Brazil’s leading apparel retailers

Brazil’s key regional battlegrounds

Forget the beach, shopping malls rule in the new Brazil

A growing de-premiumisation trend across Brazil

Summary 1 key challenges facing global apparel brands in Brazil

The Best of the Rest

Fast fashion on the crest of a Mexican wave

Argentina loses its fashionable retail swagger

Chile is an attractive pilot for Western fast fashion in South America

Fast fashion sizes up new opportunity in Colombia

Strong fashion culture in Venezuela but purchasing power is weak

The Issues Influencing Demand

Opportunity beckons for apparel specialists and mixed retailers

Contraband is here to stay despite the push of modern retailing

The digital revolution will inspire innovation in apparel branding

Targeting Latin American men

Targeting Latin American women

Burgeoning credit card culture is a boon for apparel

Apparel investment opportunity off the beaten path

Apparel’s key Latin American battlegrounds

The key opportunities

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