New Study: Menswear in Colombia

Although some workplaces such as financial institutions and those requiring face-to-face interaction with customers do not allow casual clothing, the number of companies that allow no-tie businesswear is growing. This trend is favouring casualwear, contributing to the positive performance of men’s shirts, which posted a 14% current value sales increase in 2015, men’s shorts and trousers (8% current value increase) and men’s jackets and coats (9% current value increase). Casualwear is more often replacing men’s suits, which continued to record sluggish 3% growth in volume terms.

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Competitive Landscape

During 2015 domestic company Arturo Calle SAS continued to be the most important player in menswear, with a value share of 10%. The company only sells through its own stores, present in 23 Colombian cities, and it is recognised for its wide offering in causal, formal and informal apparel, its trendy designs and for having wide price ranges reaching a wide audience. One of the strongest points of the company is its innovation; in 2015 the company launched a line of men’s suits that can be washed at home, which is a convenient solution for many men as with this new product they do not have to pay for laundry services.

Industry Prospects

Menswear is expected to generate dynamic growth over the forecast period with a value CAGR of 5% at constant 2015 prices, which is a higher rate compared with that of the review period. However, in volume sales terms over 2015-2020 the category is set to achieve an average yearly rate of 5%, similar to the review period. Since 2015, prices have increased, which is explained mostly by the strong devaluation of the Colombian peso, which has raised the cost of raw materials and imported apparel, a trend that is foreseen to continue during 2016. Although Colombia is facing a slowdown in its economic growth, sales of menswear are not expected to be greatly impacted, and probably only a slight decrease in volume sales growth will be observed during the first two years of the forecast period. Companies will continue to engage in strong promotional activities, as consumers will be more rational in relation to their expenditure, and as a result of the inflationary pressures coming from El Niño and the devaluation of the local currency, they will reallocate their resources, and so promotions will gain much more relevance.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Menswear industry in Colombia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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