As of June, Colombians spent more than $ 12.4 billion on fashion | Business

Although there are more and more national offers and brands with added value in design, colors and textures, this would not be sufficient for the local market, because according to Inexmoda estimates, the expenditure of citizens in this segment would be concentrated, in greater extent, in importers and marketers.

The above, considering that, although national fashion consumption during the first six months of the year grew 4.8%, totaling $ 12.45 billion, the sales rate of spinning, weaving and finishing of textile products, and clothing, They have not grown at the same rate, since the first one mentioned had a negative variation of 3.1% and, the second, grew at rates of 1.3% in the first half of the year compared to the same period of 2018.

CHALLENGES OF LOCAL FASHION

For Mario Hernández, Colombian businessman and owner of the brand that bears his name, fashion has changed in the hands of globalization. The trends that used to take months or years to enter the country are coming immediately, making today the products have more free designs, with different and comfortable materials.

For Hernández, one of the obstacles that the national industry has, which is why people would be preferring the big international fashion players, is that entrepreneurs have not updated. “What has happened is that there are still manufacturers who are not innovating, continue to send clothes in workshops where fashion and design is not their preference. They need to go to fairs, see materials, products and functionalities ”.

(The four Colombian fashion companies that arrive at Amazon).

Along the same lines, although with some appreciation, Yaneth Londoño, CEO of C.I. Hermeco (Offcorss) commented that Colombian brands must work on the differentiation of the product that makes them be at the same level of international fashion. "In Colombia we have good design, quality and clothing, but to stay competitive we must generate innovation, not be afraid of colors and try different fabrics."

For Harry Ocampo, CEO of Giraffe Cool, another reason why people would be preferring large international firms is that “They get carried away by brands and these, by having greater financial muscle, achieve more scope and more affordable costs for their mass production. Which is often difficult for most local fashion companies. ”

Ocampo added that “when you have a good product, quality, design and the characteristics are filled to excel, but you have no place to sell them massively, it is complicated”, which is why he said that a possible way out of this would be to look for allies in distribution or Investors

On the other hand, Andrea Olmos, an expert fashion psychologist, said that a little more support is needed for industries that are developing locally. “For example, to the north of Bogotá there is a place that is like a permanent exhibition of Colombian design full of products with added value, originality and quality, which makes its price high, something that often does not end up attracting the consumer, that is looking for affordable trends. ”

Olmos added that what is needed is a better value chain. "We do not have enough infrastructure that allows us to produce mass and make the price decrease and more people can buy it, as it happens with large brands that are in the country."

EXPENSE BY CITIES

In June, households spent a total of $ 2.1 billion on fashion-related products and services, according to an Inexmoda report.

Of these, 56% was distributed for clothing, 15.4% for jewelry items, 12.5% ​​for footwear, 8.8% for clothing and footwear services and 7.3% for household linen.

Now, taking into account that the accumulated cut to June amounts to $ 12.45 billion, the city that consumed the most in fashion, during that period, was Bogotá with $ 4.18 billion, followed by Medellín with $ 1.18 billion, Cali with $ 699,000 million, Barranquilla with $ 523,000 million and Cartagena and Bucaramanga with $ 262,000 million, each.

FOREIGN TRADE

According to Dane data cited in the Inexmoda study, Garment clothing imports were US $ 353.2 million CIF in the first half of this year, growing 5.9% over the same period of 2018. On the other hand, imports of textile products and raw materials contracted 0.5%, standing at US $ 690.2 million CIF.

Exports in clothing and textile products and raw materials were US $ 247.6 million FOB and US $ 114.2 million FOB, respectively, according to the study.

(Fashion purchases totaled $ 8.3 billion with a cut to April).

"The industry has several advantages for exporting to other countries, such as its flexible production capacity and adjusted to customer requirements and a very diversified offer with added value," said Flavia Santoro, president of ProColombia.

Valerie Cifuentes Martínez
[email protected]