Emerging Markets

Emerging markets covers the emerging national economies, and with this emerging fashion economies.

BRICS

BRAZIL, RUSSIA, INDIA, CHINA, SOUTH AFRICA

The percentage of social media and digital presence per country is displayed in this pie chart. Taking an understanding of this will help to explain the growth in the digital emergence of fashion. 

The past few years has seen a considerable increase in terms of internet usage over the emerging markets. South Africa was a new addition to BRICS in 2010 and has shown growing economy although in terms of digital emergence it has progressed less than the others. 

Due to the growth of the internet being used in these countries the fashion industry has taken advantage of this by penetrating the social media platform. 

Fashion houses started to cater to separate regions through the use of social media. Louis Vuitton have got separate Facebook pages that cater to each country, therefore they can channel what the consumer in each region is looking for. This also allows them to be selective in how they promote certain products in different languages so that the different countries can have a better understanding of their products. Louis Vuitton would be able to select what products to promote in terms of different price range in different regions and use the regions average wealth to determined this. 

Brazil and Russia's wealth is reflected in their taste for quality merchandise. Brazil has a growing middle class with real spending power and Russia has the 8th largest retail market in the world. 

TIMP 

TURKEY 

INDONESIA 

MEXICO 

PHILIPPINES 

&

MINT 

MEXICO 

INDONESIA 

NIGERIA 

TURKEY

TIMP and MINT are two newer phrases to describe the emerging markets. TIMPs all have an 'idiosyncratic' feature that adds appeal. Turkey's location bridges Asia and Europe along one axis and Russia and the Arab world along the other. Mexico brings appeal with its manufacturing 'renaissance', and Indonesia with its middle class that is expanding and growing. The Philippines' call centre industry is booming, creating lots of jobs.