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Strategy Briefing

Tailoring Apparel to a New Latin America

53 pages, Oct 2013

US$1,200

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Over the next five years apparel strategy in Latin America will be more important than anywhere else in the world. With Brazil hosting the World Cup and Olympics back-to-back, leading sportswear brands will need to be at the top of their game. At the same time, a new and aspirational middle class has fuelled big opportunities for fast fashion brands positioned at premium prices. How well leading players engage with the tastes and demands of Latin Americans will determine who comes out on top.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Social revolution

Social class C – the new middle class in Latin America and a key consumer base for apparel – has mushroomed over the past decade, fuelled by higher minimum wages, big-budget welfare programmes and a fuller labour market.

Shopping mall boom

Shopping malls are springing up all over the region, creating opportunities for apparel specialists and mixed brand retailers to build new positions in first and second tier cities. They have forged a new culture of “retailtainment”.

Social media craze

There has been dramatic growth in social media, opening up new platforms for apparel brands to engage with consumers. Brazilians and Mexicans are now among the biggest users of Facebook in the world.

A man’s world

The spending power of Latin American men is growing rapidly, and is substantially higher than women’s. However, menswear remains largely undeveloped in terms of global brands (women spend around 50% more).

Fast fashion

Fast fashion culture is gathering pace in the region, fuelled by new investment from H&M, Gap, Forever 21 and Topshop. This is ramping up competition for Inditex, which has been building a profile in Latin America for two decades.

Sportswear

Latin America is a key battleground for the world’s biggest sportswear brands, as Brazil gets ready to host the 2014 FIFA World Cup and the 2016 Olympics. Sponsorship deals are at the nub of rivalry between Nike and Adidas.

Jeans

Premium jeans, spearheaded by Levi’s and Wrangler, are delivering strong growth but remain over-dependent on male consumers. Unlocking innovative ways to attract women buyers will be key going forward.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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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

Why buy this report?

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Megatrends

Strategy Briefing

Tailoring Apparel to a New Latin America

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Social revolution

Shopping mall boom

Social media craze

A man’s world

Sportswear

Jeans

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

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

Why buy this report?

Want to find out more about this report?

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