Abercrombie & Fitch reported an increase in revenue in 2H23 following a rebrand. Meanwhile, brands like Aerie, Shein and Forever 21 are turning their sights on brick-and-click models, as this sales strategy has proven popular among Mexican shoppers.
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Omnichannel strategies gain prominence in Mexico as customers seek unified shopping experiences, leading companies to embrace "brick and click" options. Various approaches emerge, such as webrooming, showrooming and boomerooming, highlighting the preference for a consistent multichannel experience.
Abercrombie & Fitch experienced a resurgence in the past year due to a rebranding effort aligned with body-positive and natural beauty trends. The company was formerly known for upholding Eurocentric and exclusionary beauty standards. The brand's repositioning led to a 16% year-over-year improvement in revenue in 2Q23, with a strong presence of nine stores in Mexico.
Controversial fast fashion brands Shein and Forever 21 have partnered to boost sales by cross-listing each other's products on their platforms. While Shein and Forever 21 strive to expand their reach through this collaboration, there are apprehensions that their alliance might exacerbate problems in their manufacturing practices and environmental impact.
Aerie aims to bolster its presence in Mexico by expanding with new stores in various cities, pursuing double-digit growth by 2024. Over nearly a decade, Aerie has established 58 stores across significant Mexican cities, focusing on its distinct line of underwear and swimwear. The company plans to open eight new stores annually while also boosting production in Mexico to reduce reliance on China and Bangladesh.
Edmundo Lozano, Director of Information Systems, Whirlpool LAR North, discusses how cyber-threats are escalating. Organizations are realizing the importance of preventive measures and training against cyberattacks, especially given that 82% of security breaches are attributed to human error.