As always, it was a pleasure attending the newest and best-yet edition of Itau MoWeek, probably Uruguay’s most famous fashion event. But even if you aren’t in the fashion or beauty industries, there’s a lot to be learnt from this event about exporting to Uruguay – and to Latin America in general.
Let’s take note.
1- Millenials rock
They are trend-setters by default, and a lot of the stands at MoWeek cater specifically to this group. If you’re selling into this market, it’s important you understand this group and how it compares to that of your home market.
The fairly-new food-truck movement in Uruguay caters well to Millenials.
2- Social Media rules
Social media is huge in Latin America and Itau MoWeek is particularly good at managing social channels. Check out what social media channels are more relevant to your business in Latin America, and this could vary by country, even if you sell B2B.
Instagram has been cleverly used by brands such as New Balance at MoWeek.
3- Banks are cool
Maybe that’s an overstatement, but financial institutions are everywhere in Latin America, sponsoring event from fashions shows through to agricultural ones such as ExpoActiva recently. Itau (a bank you should become acquaintained with if you’re doing business in Latin America) doesn’t only sponsor MoWeek but it also has various programmes specifically aimed at entrepreneurs.
Check out the hashtags… Social media, again…
4- Latin America also exports
Remember that our countries have a lot of export potential, and fashion is one sector that is starting to bring down barriers. I personally see a lot of export potential in premium artisan brands that know how to work with and market the exquisite raw materials we have. In the case of Uruguay, wool and leather are two unmissable ingredients in the best export recipes…
And remember, when you visit on business, to look out for these designers (a good starting point to search for Latin American designs is BlogCouture) so that you take back home truly special pieces rather than the usual souvenir…
I confess sucumbing to a pair of Sabrina Tach Chelsea boots. You see? A bit of Britain there, too!
5- Fairtrade and sustainable fashion
We’re not quite there yet compared to Europe and the US, but “eco”, fair-trade and sustainable trends are surely growing in Latin America. If we pair this up with a strong artisan/craftmanship tradition, we could indeed be looking at something very special…
Not everyone in Latin America is prepared to pay premium prices for fairtrade or sustainable fashion, but the conscience is growing, helped by movements such as Fashion Revolution.
“Eco chic” from Don Baez.
“Upcycling” from Ruta 10
6- Clever international brands (and multinationals) find a way of fitting in
Events like MoWeek can be part of your marketing strategy if you’re a multinational, or international, brand in Latin America, if you get creative enough to relate to the ethos behind the event.
7- British education is everywhere
I can tell you that many of the girls and women who attended the event and many of those behind each fashion brand were educated at British schools in Uruguay. Even those who weren’t, have some degree of influence of British designers and of British culture in general, from rock ‘n’ rol through to tartan.
Below is Margo Baridón, one of Uruguay’s most talented designers. Her family is closely connected to the UK (because of business links, mainly) and she studied at Central St Martins (she discusses here experience in London here).
8- Fashion is great for beauty
And demos are great for beauty, too. MoWeek is a great for new and old beauty brands to reach their audience in a much more glamorous and charming way than a beauty show.
When recruiting distributors or retail partners, remember to ask which shows they take part in…
9- There is the odd British fashion brand that makes it
MoWeek is mainly aimed at national designers but the odd international brand makes it to this show, including, much to my joy, Hunter Boot (I suppose a week pound against the dollar’s helping?). And yes, it rains and it does get cold here, too!
I hope you’ve enjoyed strolling through MoWeek as much as I did! There are amazing fashion events in countries like Argentina, Mexico and Colombia, so check them out and if you’re into fashion, try to time your next trip to coincide with one of them!
