Apparel in Brazil, China, and India - The McKinsey Quarterly - apparel - Marketing

Research into the spending habits of consumers in emerging markets sheds light on how retailers can succeed in serving this growing segment.
In China the fierce competition from local companies combined with a consumer preference for Chinese brands present challenges for multinationals looking to enter the market.
Women do the bulk of apparel shopping in India, often buying for the entire family, but men still exert an influence over purchases. Companies must find formats and marketing approaches that appeal to both groups.
Brazilian consumers routinely use credit for purchases, which provides a lucrative opportunity for retailers and banks that can meet their needs.

China shopping
Exhibit 1: The Chinese young-adult segment is important for foreign players.

Exhibit 2: They likely spend more on apparel and are more willing to try foreign brands.
India shopping
Exhibit: Indian shoppers present an intriguing set of challenges.
Brazil shopping
Exhibit 1: Brazilians are extremely fond of apparel shopping.

Exhibit 2: They shop most often for clothes to wear while going out.
Exhibit 3: Brazilian respondents value local brands much more than do those in China, India, or Russia.