When the health crisis began, the number of Internet searches associated with women's clothing dropped considerably in all Central American markets, but in recent months’ interest has rebounded.
Through a system that monitors in real time changes in consumer interests and preferences in Central American countries, developed by CentralAmericaData, it is possible to project short and long term demand trends for different products, sectors and markets operating in the region.
During the last few months in Central American countries the volume of searches and conversations on the Internet related to uniforms began to decrease, and by early November the trend was still downward.
Through a system that monitors in real time the changes in the interests and preferences of consumers in Central American countries, developed by CentralAmericaData, it is possible to project short and long term demand trends for the different products, sectors and markets that operate in the region.
In the context of the crisis in all markets of the region, the interest in formal garments collapsed, but in recent months the amount of digital consumer interactions associated with this type of clothing has begun to rebound.
Through a system that monitors in real time changes in consumer interests and preferences in Central American countries, developed by CentralAmericaData, it is possible to project short and long term demandtrends for the different products, sectors and markets operating in the region.
In the first quarter of the year, consumers were no longer interested in this type of clothing, but since April, in the digital environment, interactions associated with children's clothing have been on the rise in all markets in the region.
Through a system that monitors in real time the changes in the interests and preferences of consumers in Central American countries, developed by CentralAmericaData, it is possible to project short and long term demand trends for the different products, sectors and markets that operate in the region.
Under the brand of Tiendas Rechido, Corporación Megapaca opened its first store selling second-hand clothing in the city of Morelia, Michoacan.
The new store operating in the Mexican market will make available to the public 50 thousand garments and the business strategy of the business group is to enter the Mexican market as an environmentally sustainable fashion option.
Against the backdrop of an imbalance in trade and restrictions decreed in several markets around the world, Central American companies in the garment business are operating and generating export earnings at levels that merely allow them to subsist.
Data from the Office of Textiles and Apparel, of the U.S.
In Central America, it is estimated that more than 800,000 people are interested in sports shoes and clothing in the digital environment. Reebok, Under Armour and New Balance are some of the brands that have best positioned themselves in the minds of consumers with high purchasing power.
An analysis of the interests and preferences of consumers in Central America, prepared by the Trade Intelligence Unit of CentralAmericaData, shows interesting results on the preferences and tastes of people in various products, services, store chains, brands and activities.
For the next few months, it is estimated that in the Guatemalan market, sales of men's pants will decrease by about 5% from the levels reported prior to the change in the business scenario.
The impact that the crisis will have on companies related to the textile, leather and clothing sector in Central America is estimated to be explained, to a greater extent, by the expected drop in sales of carpets and curtains.
Following the spread of the virus globally and the suspension of some production in China, several garment companies in the region have reported increases in their orders.
The spread of the epidemic has stopped much of the economic activity of the Asian giant, which is the largest exporter of textiles in the world.
From January to September last year, foreign purchases of clothing and accessories made by companies in Central America totaled $981 million, and 46% was imported from China and the United States.
Figures from the Trade Intelligence Unit at CentralAmericaData: [GRAFICA caption="Click to interact with graphics"]
Through geolocation tools and techniques for analyzing large volumes of information, the fashion firm H&M studied what users in a specific city were looking for on the Internet, in order to design a collection tailored to their preferences.
Although some think that the tools and techniques of Big Data, Artificial Intelligence and Machine Learning are only for some industries, the bet recently made by the famous fashion house H&M refutes those who use that argument, confirming that there are multiple markets and industries that are increasingly taking advantage of the great value that these tools have in optimizing processes and generating more and better business.
Last year, imports of garments and clothing accessories made by companies in Central America totaled $1.505 million, 3% more than what was purchased in 2017.
Figures from the Trade Intelligence Unit of CentralAmericaData: [GRAFICA caption="Click to interact with graphic"]
In May of this year, the first Victoria's Secret store in the country will open, which will be in the Miraflores shopping center, in zone 11 of the capital.
During the first two months of the year, exports of the Guatemalan textile sector registered a 4% year-on-year increase, which is explained by demand from U.S. companies.
According to the most recent figures from the Bank of Guatemala, between the first two months of 2018 and the same period in 2019, overall exports fell from $1.808 million to $1.751 million.
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