Homeluxury bag → The fourth generatio...

The fourth generation of TENANT MIX

In recent years the industry has undergone a dramatic evolution, and a new stage of retail is emerging. In countries like the United States, some department stores are closing and more than one retailer has filed for bankruptcy in the last twelve months. These changes are bringing new opportunities for developers to evaluate the 20th century mall model. And although in Latin America the business model of shopping centers is not as threatened as in the United States, developers in our region concerned about international trends are carrying out a proactive strategy to improve the tenant mix of their shopping centers and as a result they are managing to increase the value of the assets in their portfolios. La cuarta generación de TENANT MIX La cuarta generación de TENANT MIX

The malls of 2019 are not the same as those of 2009. Ten years ago the world was in the midst of a severe global financial crisis, which many retailers could not resist. At the same time, society was changing, as well as the tastes and needs of the new generations, especially the Millennials, which brought new customer expectations and made retailers have to adapt to the new reality.

For their part, developers have been developing new models of shopping centers and remodeling existing ones for several years. New shopping centers are increasingly centers of social activity and include restaurant and entertainment components, but in addition, the rest of the store mix has evolved in recent years.

Gone are the days when the owners of shopping centers were dying to have a Zara or GAP store. Shopping centers in Latin America currently have one of the most diverse and international tenant mixes in the world. The time of Fast Fashion as a differentiating element is gradually coming to an end in many countries; owning an H&M may be important in Mexico, where the brand entered in 2012, but it is currently not as coveted by developers.

The fourth wave of foreign brand arrivals in Latin America includes Asian retailers such as Miniso, Daiso, Mumuso, Yoyoso, and countless other similar brands. But, in addition, there are new fashion retailers from Europe and other Latin American countries that are either entering or expanding in the region.

La cuarta generación de TENANT MIX

Among these brands we find Aguaclara, a swimwear brand from Peru, Tara Jarmon, a French fashion brand, and Vélez, the most successful leather goods brand in Colombia. For this edition we had the opportunity to interview the directors of these companies, and this is what they told us:

How did the idea of ​​a company dedicated to swimwear come about?

LILIANA VILLALOBOS: “In 1987, my brother Jorge and I started, with great enthusiasm and vision, a small workshop to manufacture custom-made swimsuits. Offering a product with an excellent design and a very personalized and professional service, in a short time, Aguaclara becomes very popular within the local market and grows to become the leading brand in Peru.

We started this business in the basement of our parents' house. In the beginning, we did everything: design, cutting, sewing, calibrating the sewing machines, serving clients, in short… everything.

Now we work as a small corporation, with more defined functions: I, as Creative and Image Director, propose and design the brand concept in all our collections. Jorge, as Executive Director, is in charge of the Administrative and Strategic Planning areas”.

What distinguishes the Aguaclara brand?

LILIANA VILLALOBOS: “Aguaclara is a brand inspired by the exuberance of the Amazon. With a clear Amazonian Identity, it interprets the spirit of nature as a style for women, where the feminine is complemented with daring and the sensual with elegance.

It is a unique, exotic and sophisticated fashion proposal that offers complete collections for summer days and nights. From swimsuits, skirts, blouses, kimonos, tunics, kaftans, and dresses that can be worn during the day, on the beach and resorts, as well as at sunset on terraces, sunset parties and cocktails on summer nights. The brand uses quality materials such as linen, 100% silk and chiffon of Italian origin, which are printed with exclusive drawings designed by the brand. Also fine applications and handmade embroidery. Quality and detail characterize Aguaclara. Likewise, it offers collections of accessories such as toiletry bags, beach bags, hats, glasses, sandals, pashminas, bracelets, earrings, divers and others”.

What can you tell me about the inspiration for this 2019 collection?

LILIANA VILLALOBOS: “It is inspired by this unique paradise found in the heart of the Peruvian Jungle, La Laguna Azul in Tarapoto. Inspiration comes from the colors of pearl, cocoa, logs, ocher and green tones of different natural textures that exist in this virgin forest of humid jungle. A collection dedicated to and inspired by this virgin nature. Different cultures of the world also influence, which are interpreted towards our spirit of Amazonian identity, with an exotic and sophisticated touch. The maturity of the creative concept, with simple silhouettes, enriched with sensual nets, plumage applications and fine and rich embroidery in provocative designs that capture the sensuality of women and give them a touch of mystery. In short, a collection that proves Aguaclara's knowledge in the perfect balance of ecology and fashion”.

In which countries do they have a presence?

JORGE VILLALOBOS: “In Peru we have 6 stores, operated by us. In addition, we have franchises in Punta Cana (2 stores) and Panama (1 store), and last week we signed with a French investor for a store in Trois-Ilets, Martinique, with which we would complete 10 stores before the end of February.

Wholesale, we serve customers in nearly 30 countries, including the United States, United Kingdom, France, Germany, Greece, Ukraine, Russia, Mexico, Jamaica, Costa Rica, Honduras, Bahamas, Virgin Islands, Barbados, Curacao, Trinidad and Tobago, Ecuador, Chile, Dubai, Lebanon, Egypt, Morocco, Angola, South Africa, Singapore and Australia.

When do you begin to see the franchise option as a way to expand your operations? JORGE VILLALOBOS: “The idea was born about 10 years ago, but we only put it into practice in 2013, when Promperú (Peru's export promotion office) invited us to be part of a program to internationalize some Peruvian designer brands with potential. to franchise their businesses.

When do you begin to see the franchise option as a way to expand your operations?

JORGE VILLALOBOS: “The idea was born about 10 years ago, but we only put it into practice in 2013, when Promperú (Peru's export promotion office) invited us to be part of a program to internationalize some Peruvian designer brands with potential. to franchise their businesses.

In September 2015 we had our first participation in a franchise fair in Panama and the response was very good: In June 2016 we were inaugurating our first franchise in Panama and in December of the same year, the second in Punta Cana”.

Why have you chosen Mexico as a destination to expand your operations?

JORGE VILLALOBOS: “Because Mexico has become the favorite destination for beach tourism, it has important tourist cities on the Pacific and the Gulf, and receives tourists all year round, whether from the northern or southern hemisphere. The growth opportunities in Mexico are enormous, we see a lot of potential in this market”.

By Jorge Lizán

This is an excerpt from the article The fourth generation of TENANT MIX in Latin American shopping centers from edition 112 http://inmobiliare.com/inmobiliare-112/

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