The fashion chain arrives in Brazil next year, after positive experiences in other Latin American countries
The Swedish brand of fast fashion H&M defined where your first store in BrazilThe unit is expected to be inaugurated in the second half of next year Iguatemi Sao Paulo shopping centeron the avenue Brigadier Faria Limaone of the most expensive places in the capital of São Paulo.
According to the information from the shopping mall chain, the global fashion brand will occupy a total area of 1,300 square meters. “One of the world’s most famous fashion brands, founded in 1947, the H&M group currently operates around 4,400 stores in 78 markets worldwide. The brand opened its first store in Latin America in 2012, in Mexico,” Iguatemi said in a statement. The information was anticipated by Trip to Brazilthe.
The confirmation of the address gives the first signs of how the positioning of the Swedish group’s brand in the country will be, which will be alongside names in the luxury market, such as Chanel, Prada, Balenciaga and other brands with units in the mall.
For Katherine Sresnewsky, advertising coordinator and luxury specialist at ESPM, the Swedish brand arrives in Brazil after having better understood the luxury market. Latin Americawhere it operates in countries such as Chile and Peru in physical and virtual retail trade and also in the production of part of the items sold in the region.
In the expert’s opinion, this knowledge of the region should be a corporate differentiator for H&M compared to other companies, such as Topshop and Forever21who came to Brazil but ended up closing their doors. “Their entry into Latin America before coming to Brazil makes them more robust. They already have a competitive advantage over previous players because they know the reasons why others didn’t work,” he says.
Katherine also says that the choice of address should set the tone for the Brazilian business, as the company has chosen a point of contact with the brand’s consumers who travel abroad and are already familiar with the company’s products and quality. “Within Iguatemi this dissonance is less and the company has a greater chance of achieving good results,” she says.
“Tropical” challenges.
In a recent statement, the company described Brazil as having “a strong appreciation for fashion” and that there is “great potential for expansion in the market.” The arrival in the country thus marks a new phase in the Swedish company’s international expansion plans. “We are excited to announce that we will open our first (physical) and online store in Brazil in 2025. We have had good development in Latin America and see great potential in Brazil,” said Helena Helmersson, CEO of H&M Group, in a statement released by mark.
But once landed on Brazilian soil, the fashion brand will have to face some very localized challenges, according to luxury specialist ESPM. Remember that the positive performance here will also depend on the company’s ability to understand the “Brazilian woman’s body”, to sell a value proposition and awareness that differentiates it from fast fashions Asian stores also overcome the barrier of aspirations, with an audience that goes beyond Avenida Brigadeiro Faria Lima and wants to know the business, but does not feel comfortable going to a mall known for its luxurious appearance. “Today, H&M’s competitive advantage over ultra fast fashion It’s the quality,” he says.
Source: Terra
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