Apparel in Colombia - ReportsnReports Discover the latest market trends and uncover sources of future market growth for the Apparel industry in Colombia with research from Euromonitor's team of in-country analysts. The Apparel in Colombia market research report includes:
Analysis of key supply-side and demand trends Detailed segmentation of international and local products Historic volumes and values, company and brand market shares Five year forecasts of market trends and market growth Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
What is the market size of Apparel in Colombia? What are the major brands in Colombia? How dynamic is the growth of clothing and footwear internet sales? What is the performance of women’s clothing vs men’s clothing? What % of clothing and footwear sales goes through grocery retailers?
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EXECUTIVE SUMMARY 2011 is a slow year for apparel in Colombia Apparel had a down year as it posted minimal growth in value and negative growth in volume in 2011. The all-time highs in cotton prices were largely responsible. Companies responded to the challenges of competition and were more dynamic in their product offerings, which are noted for their quality, contemporary designs and innovation. Local players are still significant despite the entry of foreign players in the market with brands such as Zara and Mango and hypermarkets such as Falabella and La Polar. Colombian consumers demand quality Colombia is known for having one of the most advanced and distinguished textile and clothing industries in the Americas. With over 100 years’ experience, it is distinguished by high quality and exceptional human talent. This led to an educated consumer base that are knowledgeable about textiles and clothing products and thus demand quality. In addition, the Colombian consumer is well-served by local brands that offer quality, design, and good prices that are
current with global fashion trends. Thus, despite the high percentage of contraband at 30% and unfair competition, the consumer prefers locally-produced, high quality brands such as Pat Primo, Gef, Punto Blanco and Leonisa. Local companies are forced to evolve New strategies, new approaches, new images are constantly being adopted by local players to address the competition from imports. For example, Confecciones Colombia changed the image of its Everfit brand to offer clothing that is fresher, more youthful and more modern. Arturo Calle continues its expansion with the opening of new stores that include a play area for children, so that parents can shop while children are occupied. Companies such as Permoda are focusing more on youth clothing offered through its brands B-Kul and Koaj. Footwear companies such as Cueros Velez SA and Comercializadora Baldini SA are using franchises in order to serve new markets. The majority of local companies have their own stores in malls or shopping areas around the country and some explore expansion through the franchise model and internet retailing. Hypermarkets such as Falabella and La Polar are also offering discounts through the use of their financial outlets as they line their entrances with banks or kiosks offering financial services. New opportunities for Apparel Although the US is the main economic partner of Colombia and the main destination of exports in apparel, the approval of the Free Trade Agreement (FTA) will bring greater benefits to apparel as it guarantees its products duty-free entry to this country. Approval will provide new opportunities for Colombian products and the country is becoming attractive to investors who were waiting for the approval of the treaty and already made approaches to Colombian producers to develop new business alliances. Brands such as Levi's, Nike, Diesel and Ralph Lauren are already made in Colombia in 2011. New treats bring new competition for Colombian products In 2011, apparel players continued to invest, expand, improve production, have modernisation projects, and train their staff in order to respond to the challenges presented by the Free Trade Agreement with countries such as Panama, Canada and the European Free Trade Association (EFTA). Local textile and apparel companies will see increased demand and requirements to satisfy the needs of consumers in these countries while ensuring they meet domestic demand. Get more information @ http://www.reportsnreports.com/reports/181785-apparel-in-colombia.html Report Details Published: July 2012
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Table of Contents Apparel in Colombia - Industry Overview EXECUTIVE SUMMARY 2011 is a slow year for apparel in Colombia Colombian consumers demand quality Local companies are forced to evolve New opportunities for Apparel New treats bring new competition for Colombian products KEY TRENDS AND DEVELOPMENTS Colombian Apparel continues to expand New Opportunities for Colombian Apparel Trend in prices to remain steady over the forecast period Sporting events fuel demand for sports apparel Internet retailing thrives MARKET DATA Table 1 Sales of Apparel by Category: Volume 2006-2011 Table 2 Sales of Apparel by Category: Value 2006-2011 Table 3 Sales of Apparel by Category: % Volume Growth 2006-2011 Table 4 Sales of Apparel by Category: % Value Growth 2006-2011 Table 5 Apparel Company Shares 2007-2011 Table 6 Apparel Brand Shares 2008-2011 Table 7 Sales of Apparel by Distribution Format: % Analysis 2006-2011 Table 8 Sales of Apparel by Category and Distribution Format: % Analysis 2011 Table 9 Sales of Clothing by Category and Distribution Format: % Analysis 2011 Table 10 Forecast Sales of Apparel by Category: Volume 2011-2016 Table 11 Forecast Sales of Apparel by Category: Value 2011-2016 Table 12 Forecast Sales of Apparel by Category: % Volume Growth 2011-2016 Table 13 Forecast Sales of Apparel by Category: % Value Growth 2011-2016 DEFINITIONS SOURCES Summary 1 Research Sources Apparel in Colombia - Company Profiles
adidas Colombia Ltda in Apparel (Colombia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND COMPETITIVE POSITIONING Summary 4 adidas Colombia Ltda: Competitive Position 2011 INTERNET STRATEGY Arturo Calle in Apparel (Colombia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND Chart 1 Chart1 Arturo Calle store in Bogota Chart 2 Arturo Calle Store in Bogota PRODUCTION COMPETITIVE POSITIONING Summary 7 Arturo Calle: Competitive Position 2011 INTERNET STRATEGY CCTex SAS in Apparel (Colombia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 9 CCTex SAS: Competitive Position 2011 INTERNET STRATEGY CI Creytex SA in Apparel (Colombia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION Summary 12 CI Creytex SA: Production Statistics 2011 COMPETITIVE POSITIONING CI Hermeco SA in Apparel (Colombia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND Chart 3 CI Hermeco: Offcorss in Bogota PRODUCTION COMPETITIVE POSITIONING Summary 15 CI Hermeco SA: Competitive Position 2011 INTERNET STRATEGY
Confecciones Leonisa SA in Apparel (Colombia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 18 Confecciones Leonisa SA: Competitive Position 2011 INTERNET STRATEGY Crystal Vestimundo Grupo in Apparel (Colombia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND Chart 4 Gef Medellin PRODUCTION COMPETITIVE POSITIONING Summary 21 Crystal Vestimundo Grupo: Competitive Position 2011 INTERNET STRATEGY D-porte SAS in Apparel (Colombia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 23 D-porte SAS: Competitive Position 2011 INTERNET STRATEGY Manufacturas Eliot SA in Apparel (Colombia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND Chart 5 Manufacturas Eliot: Pat Primo, Mr. Pat Primo, Yucca, Bogota Chart 6 Manufacturas Eliot: Pat Primo, Mr. Pat Primo, Yucca, Bogota PRODUCTION COMPETITIVE POSITIONING Summary 26 Manufacturas Eliot SA: Competitive Position 2011 INTERNET STRATEGY Texmoda SA in Apparel (Colombia) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND Chart 7 Inditex SA: Zara in Bogota PRODUCTION COMPETITIVE POSITIONING
Summary 29 Texmoda SA: Competitive Position 2011 INTERNET STRATEGY Childrenswear in Colombia - Category Analysis HEADLINES TRENDS Local brands led sales in childrenswear in 2011. Pre-teens demanded multinational brands such as adidas, Nike and Zara as they are status symbols. Younger children require clothing with images of characters such as Ben10, Barbie, and Disney’s Cars. COMPETITIVE LANDSCAPE Domestic brands still dominate childrenswear, but multinational brands are seen as aspirational purchases. The FTAs will introduce an increased number of multinational brands over the forecast period and could provide local brands with opportunities to export. PROSPECTS Childrenswear is expected to have a constant value CAGR of 3% over the forecast period. Colombia’s population continues to grow, but birth rates are declining as families are having fewer children on average. Thus the number of children aged 14 or younger will remain stagnant through 2012 and children and teenagers will make up a smaller proportion of the population. In 2005, children 14 or younger comprised 34% of the population but this is expected to fall to only 27% in 2015. However, rising household incomes and growing fashion awareness among children will influence parents to buy more articles of clothing per child than in the past, allowing for sustained growth in volume sales of childrenswear. CATEGORY DATA Table 14 Sales of Childrenswear by Category: Volume 2006-2011 Table 15 Sales of Childrenswear by Category: Value 2006-2011 Table 16 Sales of Childrenswear by Category: % Volume Growth 2006-2011 Table 17 Sales of Childrenswear by Category: % Value Growth 2006-2011 Table 18 Childrenswear Company Shares 2007-2011 Table 19 Childrenswear Brand Shares 2008-2011 Table 20 Sales of Childrenswear by Distribution Format: % Analysis 2006-2011 Table 21 Forecast Sales of Childrenswear by Category: Volume 2011-2016 Table 22 Forecast Sales of Childrenswear by Category: Value 2011-2016 Table 23 Forecast Sales of Childrenswear by Category: % Volume Growth 2011-2016 Table 24 Forecast Sales of Childrenswear by Category: % Value Growth 2011-2016 Clothing Accessories in Colombia - Category Analysis HEADLINES
TRENDS Clothing Accessories saw minimal growth in Retail RSP value in 2011 due to intense competition. The emergence of new designers who make and promote belts and scarves, and because clothing stores for men and women offer these types of clothing accessories in its stores to complement clothing. COMPETITIVE LANDSCAPE Arturo Calle led clothing accessories sales with an 8% value share, followed by Cueros Velez (Vélez brand) with 6% and Nalsani SA (Totto brand) with 5%. Arturo Calle, the leading menswear brand in Colombia, focuses its accessories collection on ties and belts, with a small offering of casual hats/caps. PROSPECTS The performance of value growth in clothing accessories is expected to be stable but positive in the forecast period. Clothing accessories will continue to grow in the forecast period slower than other apparel items given that consumers will remain cautious about purchasing non-essential items. CATEGORY DATA Table 25 Sales of Clothing Accessories by Category: Volume 2006-2011 Table 26 Sales of Clothing Accessories by Category: Value 2006-2011 Table 27 Sales of Clothing Accessories by Category: % Volume Growth 2006-2011 Table 28 Sales of Clothing Accessories by Category: % Value Growth 2006-2011 Table 29 Clothing Accessories Company Shares 2007-2011 Table 30 Clothing Accessories Brand Shares 2008-2011 Table 31 Sales of Clothing Accessories by Distribution Format: % Analysis 2006-2011 Table 32 Forecast Sales of Clothing Accessories by Category: Volume 2011-2016 Table 33 Forecast Sales of Clothing Accessories by Category: Value 2011-2016 Table 34 Forecast Sales of Clothing Accessories by Category: % Volume Growth 2011-2016 Table 35 Forecast Sales of Clothing Accessories by Category: % Value Growth 2011-2016 Footwear in Colombia - Category Analysis HEADLINES TRENDS Men’s footwear had the highest growth in 2011, but was smaller than women's footwear in value. Women’s footwear saw volume sales return to pre-recession levels. Women prefer trainers by multinational companies such as adidas and Nike, but prefer national brands such as Velez and Bosi for formal and casual shoes due to their design and quality. COMPETITIVE LANDSCAPE In 2011, adidas Colombia Ltda led with a 7% value share, followed by Cia Manufacturera Manisol with a 6% in Retail Value RSP in current terms. The leading companies took advantage of the fitness trend to promote trendy, casual, and fashionable styles.
PROSPECTS Footwear is expected to reach a volume CAGR of 2% over the forecast period. The Colombian market represents a challenge, but one with enormous potential. The footwear per capita for the entire population is three times smaller than the Latin America per capita, which is the lowest in the region. Colombians culturally do not own many pairs of shoes. This is expected to change as Free Trade Agreements come into effect and consumers are exposed to more options. In addition, footwear is increasingly becoming an article used in the expression of a person’s individuality. Footwear is becoming less functional and more fashionable. CATEGORY DATA Table 36 Sales of Footwear by Category: Volume 2006-2011 Table 37 Sales of Footwear by Category: Value 2006-2011 Table 38 Sales of Footwear by Category: % Volume Growth 2006-2011 Table 39 Sales of Footwear by Category: % Value Growth 2006-2011 Table 40 Footwear Company Shares 2007-2011 Table 41 Footwear Brand Shares 2008-2011 Table 42 Sales of Footwear by Distribution Format: % Analysis 2006-2011 Table 43 Forecast Sales of Footwear by Category: Volume 2011-2016 Table 44 Forecast Sales of Footwear by Category: Value 2011-2016 Table 45 Forecast Sales of Footwear by Category: % Volume Growth 2011-2016 Table 46 Forecast Sales of Footwear by Category: % Value Growth 2011-2016 Hosiery in Colombia - Category Analysis HEADLINES TRENDS Hosiery unit prices grew by 5% in 2011 due to the high cotton prices in 2010 and the first half of 2011. COMPETITIVE LANDSCAPE The leading hosiery manufacturing company in Colombia is Crystal Vestimundo Grupo with its brands Gef, Punto Blanco and Galax. Vestimundo has a history of over 30 years in the market and is a company that invested heavily in technology, process improvements and innovative product designs that are at the forefront of fashion. The company has over 70 points of sale in Colombia, located in cities such as Bogota, Cali, Barranquilla, Medellin, Ipales and Pasto. It is expected that Vestimundo will continue to expand by increasing the number of its outlets in Latin America. PROSPECTS Domestic hosiery companies are expected to continue to lead throughout the forecast period. Colombians are expected to maintain their loyalty to these companies as they continue to produce high quality products. FTAs will bring opportunities for these companies to export products once they come into effect. Four domestic companies, Crystal Vestimundo Grupo,
Textiles Swantex SA, Ritchi SA and Textiles Velanex SA, accounted for 49% value share in 2011 and this is expected to continue in the forecast period. CATEGORY DATA Table 47 Sales of Hosiery by Category: Volume 2006-2011 Table 48 Sales of Hosiery by Category: Value 2006-2011 Table 49 Sales of Hosiery by Category: % Volume Growth 2006-2011 Table 50 Sales of Hosiery by Category: % Value Growth 2006-2011 Table 51 Hosiery Company Shares 2007-2011 Table 52 Hosiery Brand Shares 2008-2011 Table 53 Sales of Hosiery by Distribution Format: % Analysis 2006-2011 Table 54 Forecast Sales of Hosiery by Category: Volume 2011-2016 Table 55 Forecast Sales of Hosiery by Category: Value 2011-2016 Table 56 Forecast Sales of Hosiery by Category: % Volume Growth 2011-2016 Table 57 Forecast Sales of Hosiery by Category: % Value Growth 2011-2016 Jeans in Colombia - Category Analysis HEADLINES TRENDS In Colombia jeans consumption was higher in men than women by 40%. The working class wears jeans to work and employees in an office setting increased their use of jeans on casual work days. Jeans products were the most preferred trouser type amongst young men in 2011. Women, on the other hand, had other options such as casual trousers or leggings. COMPETITIVE LANDSCAPE Women had a preference for Alberto VO5, Studio F and Pronto in local brands. Men preferred Gef and Alberto VO5 in local brands, with Gino Pascalli and Arturo Calle being less popular. PROSPECTS Women’s jeans is expected to have constant value CAGR of 2% over the forecast period, while men’s jeans will have a constant value CAGR of 3% over the forecast period. As of 2011 the FTAs were not in effect and the date for this remains unknown. Demand will also be affected by the price of cotton, which stabilised in 2011, but it is not known how long this will remain. CATEGORY DATA Table 58 Sales of Jeans: Volume 2006-2011 Table 59 Sales of Jeans: Value 2006-2011 Table 60 Sales of Jeans: % Volume Growth 2006-2011 Table 61 Sales of Jeans: % Value Growth 2006-2011 Table 62 Sales of Men’s Jeans: Volume 2006-2011 Table 63 Sales of Men’s Jeans: Value 2006-2011 Table 64 Sales of Men’s Jeans: % Volume Growth 2006-2011
Table 65 Sales of Men’s Jeans: % Value Growth 2006-2011 Table 66 Sales of Women’s Jeans: Volume 2006-2011 Table 67 Sales of Women’s Jeans: Value 2006-2011 Table 68 Sales of Women’s Jeans: % Volume Growth 2006-2011 Table 69 Sales of Women’s Jeans: % Value Growth 2006-2011 Table 70 Jeans Company Shares 2007-2011 Table 71 Jeans Brand Shares 2008-2011 Table 72 Forecast Sales of Jeans: Volume 2011-2016 Table 73 Forecast Sales of Jeans: Value 2011-2016 Table 74 Forecast Sales of Jeans: % Volume Growth 2011-2016 Table 75 Forecast Sales of Jeans: % Value Growth 2011-2016 Table 76 Forecast Sales of Men’s Jeans: Volume 2011-2016 Table 77 Forecast Sales of Men’s Jeans: Value 2011-2016 Table 78 Forecast Sales of Men’s Jeans: % Volume Growth 2011-2016 Table 79 Forecast Sales of Men’s Jeans: % Value Growth 2011-2016 Table 80 Forecast Sales of Women’s Jeans: Volume 2011-2016 Table 81 Forecast Sales of Women’s Jeans: Value 2011-2016 Table 82 Forecast Sales of Women’s Jeans: % Volume Growth 2011-2016 Table 83 Forecast Sales of Women’s Jeans: % Value Growth 2011-2016 Summary 30 Jeans by Price Platform 2011 For more details Contact: sales@reportsandreports.com