The abrupt fall of the Argentine peso during 2018 significantly reduced the purchasing power of Argentinean tourists visiting Chile. This had a direct impact on the number of Argentinean tourists who arrived in the country in 2018, which was substantially lower than in the previous year.
International brands proved increasingly popular among consumers over the review period, due to rising consumer incomes and a stable economy. Demand is being supported by an expanding middle class and an upsurge in the number of young consumers who are becoming financially independent.
The rise of international brands in the Chilean womenswear category has been supported by the increasingly central role of the internet, and particularly social media, in consumers’ daily lives. Younger consumers’ sense of fashion has become increasingly influenced by social media and global in its inspiration.
The largest player in womenswear, Falabella extended its lead in the category in 2018. The company had seen its share eroded annually between 2013 and 2016 as it faced intensifying competition from international brands.
TJC Chile was the fastest-growing player in womenswear in Chile in 2018 thanks to the growing popularity of the Levi’s brand in the market. Levi’s maintained dynamic growth in the latter part of the review period following the relaunch of its global parent company’s women’s business in 2015.
A rising number of Chilean women participated in sport and exercise, including marathons, crossfit and trekking groups, during the review period. This trend was driven by rising health-awareness, as well as a concern for projecting a sporty, healthy image on social media.
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This industry report originates from Passport, our Apparel and Footwear market research database.