Having plunged by a fifth during 2020 due to disruption arising from the pandemic and the economic shock it engendered, retail current value sales of womenswear rebounded strongly in 2021 but remained slightly below their 2019 peak. Women’s swimwear, which saw the largest decline in retail current value sales of womenswear during the previous year, was the top performer in 2021.
Women’s suits also saw a strong negative impact from COVID-19 in 2020 and a robust rebound during 2021. Many women worked from home during the year, and therefore there was no need for such formal attire.
Increasing internet penetration in Mexico was already influencing the way womenswear was sold even before the onset of COVID-19, increasing sales via e-commerce, as well as leading to more marketing through online social media platforms to attract younger generations of Mexicans through sites such as Instagram. However, 2020 saw a particularly dynamic increase in sales via e-commerce.
Retail current value sales of womenswear will continue to exhibit double-digit growth during 2022 but steadily decelerate over the course of the forecast period, while at the same time remaining relatively robust throughout. Strategies such as the Hot Fashion are likely to remain in place in an effort to drive womenswear sales, along with the usual Hot Sale and El Buen Fin promotional events.
Although the threat posed by COVID-19 is likely to ease, e-commerce is set to continue to grow in importance as a distribution channel for womenswear throughout the forecast period. For example, Nike is increasingly using its app to promote different discounts and benefits in both their e-commerce apps and their exercise apps, such as direct cash discounts for new downloads.
The use of social media influencers is set to grow in importance as a marketing strategy in womenswear. For example, actresses Aisliin Derbez and Pamela Moreno have worked with the Aerie and American Eagle brands, respectively, on Instagram.
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Understand the latest market trends and future growth opportunities for the Womenswear industry in Mexico with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Womenswear
This is the aggregation of women's outerwear and women's underwear, nightwear and swimwear.
See All of Our DefinitionsThis report originates from Passport, our Womenswear research and analysis database.
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