Underwear represents more than 11% of the fashion basket and local brands grow
"We grow in the United States with sports lines, bathroom and underwear"
Una de las categorías emblema de la industria textil colombiana es la de ropa interior, la cual, solo en exportaciones, le representó a Colombia más de US$51 millones entre enero y septiembre, según cifras de ProColombia.
Within this good boom at the international level, one of the brands that has led expanding is Leonisa, which during this year entered China and that, according to its alternate president, Víctor Pérez, will continue to point to new markets by 2022.
“Leonisa has conquered a global audience for its quality, technology and innovation.Our goal for 2022 is to consolidate the markets of the United States and Europe, ”added the company's human management manager and manager.
Leonisa, who completes 65 years since she entered the market, has 39 own stores and two Dutyfree: one, at Rionegro airport;And another, in Palmira, all with levels in sales higher than those of prepaandemics.
The contrasts
Lingerie, has also been demand in external markets and to respond to that opportunity, local brands such as Soreil, have focused on globalization.
“We want to position Soreil as a first -line brand of international stature.In the first two years we will first concentrate on the United States and Asia market, ”said Jackie Sasson, founder of the brand.
To date, the main buyers of underwear are the United States, with 19.4% of the exported between January and September;Peru, with 17.3%;and Ecuador, with 16.3%.
Sasson explained that during the pandemic an element that allowed them.
"Once the strict quarantine is over, the reactivation began to divide between online sales and physical sales points," added the spokeswoman.
This recovery has been seen throughout the fashion basket.Inexmoda figures show that by October 2021 families reached $ 2.2 billion, 20% more versus 2020, while the accumulated reached $ 23.2%.
"Within the fashion system, the interior category is of great importance to the country, being one of the main export products, with a weight of 14% within costume and 11% within the fashion system," said Juan FernandoLoaiza, Inexmoda Economic Research Specialist.
This local expense has been used by brands such as Tania, which to date have 55 stores nationwide, with the goal of reaching 60 or 80 stores in 2022.
"The idea is to continue growing, entering cities in which we are not yet.Our normal growth level is between four and five openings per year, ”said María Clara Posada, Tania Business Manager, who commented that since April there has been growth in sales, even compared to prepaymia levels, 30% andIn digital channels the increase in pandemic was up to 500%.This year has stabilized.
“The trend is comfort, it is what we want to strengthen within the brand.To do this, we are constantly updating our categories, every month we launched at least 10 collections.The star product is undoubtedly underwear, ”concluded Tania Business Manager.
Colombian brands join in #compralonuestro during December to boost the purchase of Colombian products in the end season, 28 brands of local designers, joined in the exhibition 'A tour of Colombia, through fashion and artisanal traditions' of#Compralonuestro, which will be until December 20 at Expoartesanías and will have 25 pieces between clothing and jewelry.
Some of the techniques that were applied to the collection are the tissue to two needles, waxed cotton, macramé, chairras embedding and arrow cane fabrics and tagua.