GUADALAJARA, Mexico — Mexican apparel brands must boost their presence in social media networks at a time when Facebook users have surpassed those having computers, experts said during the Intermoda IM sourcing fair here.
“There are 45 million Internet users in Mexico that have a computer, but 46 million Facebook users,” said Fanny Hernandez, a partner at social network consultancy MotsAndCo. “This shows that even though some people don’t have a PC, they still want to have a presence on Facebook, Twitter or other social media.”
The trend offers a golden opportunity for all brands, especially small ones, to grow their sales, observers said, speaking during an Intermoda IM five-member panel to discuss social networks’ potential in Mexico.
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“If your brand is on Facebook and Twitter, you have to work harder to exploit these channels to reach this growing consumer base,” Hernandez added. She said roughly 64 percent of Mexico’s Internet users are women, most of whom are 18 to 35 years old and are keen online shoppers.
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Arturo Rodriguez, Latin American manager of apparel industry consultancy tc2, said the average age of Mexico’s 112 million population is 26 years old, a group that drives much of the country’s $21 billion in annual apparel sales.
“This demographic is young and has access to the latest technology,” Rodriguez said. “Social networks are not a game anymore, they are a powerful marketing tool that brands cannot ignore.”’
According to panelists, YouTube, Twitter, Google+ and Flickr boast the highest user numbers in Mexico after Facebook.
Hernandez said brands must strive to differentiate themselves across these platforms, in line with what competitors are doing in more developed countries.
“Thinking that opening a social media account will be enough to raise your sales is not good enough and is certainly not going to happen overnight,” Hernandez mused. “You have to look at your unique sale goals and research which social platform can best meet” it because they are all different.
María Rosario Mendoza, president of the Jalisco region chapter of Mexican textiles and apparel lobby Canaive, added brands that don’t know how to use social networks might as well be illiterate.
Mendoza, who owns apparel brand Takasami, said, “We see social networks as very crucial to our growth and we are moving to learn about them as quickly as possible.”
Social networks offer Mexico’s large swathe of cash-strapped small and midsize apparel brands a new chance to bolster sales.
“Today, PYMEs [the Spanish-language acronym for small and medium-size enterprises] represent 54 percent of our GDP and generate 80 percent of employment,” Mendoza said. “However, nine out of 10 don’t last more than five years, mainly because of a lack of financing to expand and grow their sales. Social networks are a great way to do this.”
Hector Reyes, owner of Mexican men’s apparel brand Proud Denim, said it’s pivotal for brands to constantly update their social media content to ensure consumers stay connected and aware of their latest products. If they fail to do this, they risk developing a bad reputation.
“If people see no content or followers on your site, you will look bad,’” Reyes said. “You won’t get any ‘likes,’ and likes are much more important now than they used to be.”