Consumer Profile During Hot Fashion 2025
The Hot Fashion 2025 campaign, taking place from August 11 to 18, presents a significant opportunity for brands to engage digital shoppers. To effectively target this audience, it’s crucial to understand their consumer habits and profile.
According to the Mexican Online Sales Association (AMVO), the primary consumer group interested in this campaign consists of individuals aged 25 to 44, accounting for 51% of the target demographic. Gender balance is relatively equal, with 52% being women and 48% men.
Daniel Orozco, Director of Market Studies and Business Intelligence at AMVO, notes that “More than 30% of users over 45 years old may also be interested in these campaigns. There is a slightly higher female segment, but the male segment remains strong.”
The Ciudad de México and its surrounding metropolitan area represent the largest consumer base at 24%, followed by the western region at 20% and the northwest at 16%. Most purchases during Hot Fashion are intended for personal use, with 95% of Mexicans planning to buy for themselves. Additionally, 48% plan to purchase gifts for their partners and 43% for their children.
Most Sought-After Categories and Products
The primary categories consumers plan to shop in the next three months are clothing (75% preference among 25-34 year-olds in Ciudad de México), health and personal care (68% preference), and footwear (64% preference).
Within clothing, consumers will primarily seek pants, casual wear, and undergarments. For footwear, sneakers, casual shoes, and formal shoes will be the most popular choices. In personal care and beauty, skincare products, fragrances, and haircare items will see increased demand.
Primary Search Channels
Shoppers prefer using multiple channels for purchasing, with 86% planning to adopt an omnichannel experience in the next three months. Seven percent will shop in physical stores, and seven percent will shop exclusively online.
“We’ve found that consumers feel closer to their brands and rely on in-store visits, where point-of-sale advertising plays a crucial role. Remember that the consumer is omnichannel and consults both physical and digital screens,” Orozco explains.
Regarding information sources, social media is projected to be the primary source of information, with 59% preference. In-store advertising follows closely at 40%, and video platforms like YouTube or Vimeo round out the list with 38% preference.
With nine out of ten people banked, and 70% planning to use alternative payment methods, cash payments will still account for 43% of transactions.
Key Questions and Answers
- Who are the primary consumers for Hot Fashion 2025? Individuals aged 25 to 44, with a near-equal gender split (52% women and 48% men).
- What are the most sought-after categories and products? Clothing, health and personal care, and footwear. Within clothing, pants, casual wear, and undergarments are popular. For footwear, sneakers, casual shoes, and formal shoes are in demand. In personal care and beauty, skincare products, fragrances, and haircare items are sought after.
- What are the primary search channels for Hot Fashion 2025 consumers? Consumers prefer using multiple channels, with an omnichannel approach being the most popular (86%). In-store visits and online shopping each account for 7% of transactions.
- What are the main sources of information for Hot Fashion 2025 shoppers? Social media is the primary source of information (59%), followed by in-store advertising (40%) and video platforms like YouTube or Vimeo (38%).
- What payment methods are most common among Hot Fashion 2025 consumers? Nine out of ten people are banked, with 70% planning to use alternative payment methods. Cash payments will still account for 43% of transactions.
