On Demand: Examining Latin Fashion's Greatest Challenges

Latin fashion brands belong in the international market - but there are obstacles they must overcome to get their place.

Small brands from all over the world are increasingly seeing customers who buy, wear & love their products. With hugely successful discovery platforms like Moda Operandi, emerging fashion talent can still reach consumers all over the globe - but there's a catch. Despite their usually modest size and capital, the brands that ultimately get to see their products being sold at the likes of MO, Shopbop, Net-a-Porter, and Farfetch, are the brands that understand and put into practice the core standards of professionalism and vision.

We have an issue with informality. Local customers might not mind having to text your Whatsapp to buy shoes -- but the truth is, it's not professional. Nor is it comfortable. Nor does it do anything to drive sales internationally. Personally, I am deterred by having to text someone back and forth before even getting access to the PRICE of the product I am inquiring about. Selling through Whatsapp should not be our standard considering the many platforms (PaaS, in technical terms) that allow you to build your website/online store/application, etc without having to develop the infrastructure and operating systems from scratch. In other words, platforms like Wix/Squarespace and Shopify give you all the tools you need to sell online AND at a reasonable price.

While this casual simplicité makes latin affairs all that attractive to live in, experience, and share, this cultural nature doesn't have the same allure when it comes to sales. At LAFS 2019 (Latin American Fashion Summit), Boho Hunter Miami's founder said: There are designers who send me images and prices by whatsapp, this informality in a real company cannot be managed. Many designers complain about their relationship with some buyers, in our case, to the extent that the work of the buyer is easier (linesheets, prices and volume awareness) the purchase probabilities clearly increase"

Here's the OG quote:

Hay diseñadores que me mandan imágenes y precios por whatsapp, esta informalidad en una empresa real no se puede manejar. Muchos diseñadores se quejan de su relación con algunos buyers, en nuestro caso, en la medida en que el trabajo del buyer sea más fácil (linesheets, precios y conciencia de volúmenes) las probabilidades de compra claramente aumentan.

No amount of talent in the world (which we have a LOT of) will override the hurdles that come with a lack of professionalism. And many businesses go wrong because they get stuck on their size, thinking that because they are small they can manage sales through text messaging. This only stalls their growth. To thrive in the international market and in the increasingly competitive world of latin fashion, brands (big or small) must have a vision. Projecting into the future with a strong brand DNA and professionalized core processes (sales, operations, distribution) is the key to gaining a place in the world-wide platforms and to form valuable relationships with suppliers, distributors, and customers.

If brands want to go as quick as trends emerge and their target customer wants to purchase, they need to operate in a less informal environment. Responding to DMs all day just to reveal prices is not a good use of time or resources, and it spells a brand with too small of a vision for external buyers. DOn't let your buyers feel like they are jumping through obstacles in order to buy your products. Knowing the price, size guide, and materials of your product should be as easy as clicking a button. It will take small brands far, and will collectively benefit the latin fashion scene and its position in the greater industry.

Here are some brand whose attention to detail, branding, and professionalism have taken them far:

1. Maygel Coronel: Winner of LAFS 2019, Maygel's luxury swimwear brand exudes potential, talent, and most importantly, a defined vision. She recently launched her website and has a growing list of stockists around the world.

2. Azulu: A Colombian-made brand, Azulu has grown from a local store into a name brand with its own online store AND frequent features in top platforms like REVOLVE.

3. Waimari: Their beautiful resort-wear driven styles have drawn attention from customers all over the world, who can shop cover-ups and co-ords from the comfort of their home through their website AND can find their favorite pieces on Moda Operandi.

4. Kanaas Shoes: You can find literally all of Kanaas' stylish offerings on ShopBop, next to other high-end brands and popular designers. They also have their own professional website where it's so easy to order you might find it hard to resist!

These designers and brands are great representatives of latin fashion in the international market, which they were able to gain a spot in by delivering value - not just through their products, but by infusing professionalism into their processes and catering to their customers. If you have a small brand and believe in its potential, it is never to late to transition to an online store - you might see customers from all over the world placing orders!

With love,

Isa