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Apparel in Colombia

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					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?

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

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.

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Report Details

Published: July 2012

Price: Single User License: US$1900
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

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Description: Check for Discount on Apparel in Colombia report by Euromonitor International.