"Attracting Latin American consumers is both easy and difficult at the same time. Central and Southern Americas have different cultures, taste, climate. For instance, Brazil has an incredible passion for bright colors, and has special requests in terms of fits as their body types are very particular."
Pepe Jeans London was among the first brands to enter the Latin American market. The brand forayed into this market in the early 1990s starting from Mexico and Panama. Today, Latin America accounts for 15 per cent of the company’s overall sales and reaches much higher values in terms of brand equity and penetration.
Pepe Jeans’ most important market is Mexico, where it opened its own direct subsidiary in 2007. It operates through 20 monobrand stores (including full-price and outlet stores), together with other stores opened in partnership with the prestigious department store Palacio de Hierro, and through more than 150 multibrand stores located all over the country. Its second most important markets are Chile and Peru where it manages about 200 shop-in-shops since 2008, while the third most important are Argentina, Colombia and Ecuador.
New stores set up in Brazil
Fashion Box, a leading company in the premium denim segment and owner of the Replay brand, has opened five monobrand stores and two outlets between April 2017 and December 2018 in Brazil. Replay Jeans do Brasil, the company through which Fashion Box operates, acts through the wholesale channel and distributes Replay to 200 multibrand stores.
Replay wants to further expand in this area by growing in Paraguay, a market where the brand is already sold through a store in Asuncion and a shop-in-shop in the Ciudad del Este department store.
Sharing a culture for denims
Attracting Latin American consumers is both easy and difficult at the same time. Central and Southern Americas have different cultures, taste, climate. For instance, Brazil has an incredible passion for bright colors, and has special requests in terms of fits as their body types are very particular.
However, all Latin American countries share a great culture for jeans and denim and know much about fabrics and treatments as the local industry is active and a myriad of brands exists. Each country has locally made brands offered at a profitable price-quality ratio and are very keen on products’ quality and care.
Impulsive shoppers with varied body types
The Latin American consumers do not fit into one box. They have all body types; short, tall, slim, curvy and similar ones. Their taste in clothes also change according to regions as climate also plays a role in the way these consumers shop.
Latin American consumers are mostly impulsive shoppers. They shop for unique items or love to buy if there is a promotion or in-store event that creates more of a customer experience. Although brand-oriented consumers in these countries are slowly getting more product-educated as they are starting to analyze quality versus price.
Trends at affordable rates
As the Latin American market is rich with good quality products, brands need to offer the trendiest clothes at affordable rates maintaining the price-quality ratio. For this they have to offer both product types keeping in mind the emotional relation between a local consumer and an appealing global brand’s offer. Replay produces part of its collections in Colombia and Brazil, but only for some very basic products and only after approval from the mother company. The rest of its collections are produced in Italy.
Marketing and communication also needs to be handled accurately. To achieve success in both Latin and Southern American markets, Guess has chosen Latin Grammy Award winner music star J Balvin. Also Replay’s long-time partnership with Paris Saint-Germain’s champion and captain of the Brazilian national team, Neymar Jr., continues to be fruitful.