The per capita spending on clothing in Mexico for 2025 is estimated at $156.80, with an average consumption volume of 27.3 pieces per person. Brands such as Liverpool, SHEIN, TEMU, Suburbia, ZARA, Sears, and Palacio de Hierro lead consumer preferences, positioning themselves as the top choices for purchasing clothing and accessories. According to an analysis conducted by Merca2.0, based on the Brand KPIs from Statista, these brands have connected most effectively with different market segments through strategies focused on customer experience, loyalty, and innovation.
But what makes these clothing brands the most preferred? Below, we detail the consumer profile for each brand, analyze their strengths and weaknesses, and conduct a benchmark to better understand their market positioning.
Liverpool, the most recognized brand
Liverpool stands out as the most recognized brand in Mexico, reaching an impressive 96%. This level of awareness reflects its strong market presence, supported by an extensive network of physical stores and its e-commerce platform.
Liverpool primarily attracts Generation X and Millennials, who value its diversified product and service offerings. Most Liverpool consumers belong to the high-income segment, highlighting its ability to capture premium markets.
Moreover, the brand boasts a high loyalty rate of 84%, indicating a significant level of satisfaction and customer retention. Its ability to generate media buzz is also notable, with a 68% index in media coverage.
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Awareness Ranking
- Liverpool: 96%
- SHEIN: 93%
- Sears: 93%
- Suburbia: 92%
- Elektra: 91%
- Andrea: 91%
- Sanborns: 90%
- TEMU: 90%
- ZARA: 90%
- El Palacio de Hierro: 87%
SHEIN dominates among the young audience
With 93% awareness, SHEIN positions itself as one of the most popular clothing brands among young consumers. Its appeal lies in its business model centered on Generation Z and Millennials, who find in the brand a broad selection of affordable and trendy fashion.
The personalized shopping experience through its digital platform and its focus on innovation have boosted its market leadership. SHEIN stands out as the most used brand, with 53% of frequent users, and also leads in loyalty, tying with Liverpool at 84%.
However, its media coverage, while high, slightly lags behind Liverpool at 60%. This balance between accessibility and trendiness has cemented SHEIN as an aspirational brand for new generations.
TEMU, the challenge of fostering loyalty
TEMU is an emerging brand that has captured Mexican consumers’ attention with 90% awareness. Its strategy focuses on accessibility and innovation, primarily attracting Millennials and Gen Z, who make up a significant portion of its consumer base.
Although its loyalty index is lower than its competitors at 74%, TEMU has managed to establish itself as one of the most used clothing brands, ranking fourth in this indicator. This demonstrates its ability to compete in a saturated market.
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Additionally, the brand is building a solid media presence with a 56% media coverage index. TEMU still faces challenges in terms of loyalty, but its focus on customer experience and technological adaptability makes it a promising competitor.
Loyalty Ranking
- SHEIN: 84%
- Liverpool: 84%
- H&M: 81%
- Price Shoes: 80%
- ZARA: 79%
- Sears: 77%
- Suburbia: 76%
- Innvictus: 75%
- El Palacio de Hierro: 75%
- TEMU: 74%
Suburbia, a brand that connects with Mexican families
Suburbia, with 92% awareness, has solidified itself as a relevant brand for the family segment in Mexico. Its main consumers are Millennials and Generation X, who appreciate the brand’s quality-price ratio.
Although its usage rate is lower compared to leaders like SHEIN and Liverpool, reaching 30%, Suburbia maintains a loyalty rate of 76%, reflecting its ability to retain customers.
Its audience largely belongs to the middle- and high-income segments, standing out for its focus on economic accessibility without sacrificing style. Suburbia’s media coverage, though moderate, remains relevant at 41%, demonstrating a balance between its marketing efforts and its connection with Mexican families’ needs.
ZARA, a global benchmark
ZARA, with 90% awareness, continues to be an iconic brand in the international fashion segment. Its focus on quality and design positions it as a preferred option for Millennials and Gen Z, who represent 39% and 35% of its consumer base, respectively.
Despite its high awareness, ZARA faces challenges in usage, ranking fifth with 32%, suggesting an opportunity to expand its reach through more robust digital strategies.
The brand’s loyalty is noteworthy at 79%, reflecting its ability to meet customer expectations. However, its media coverage is low at just 26%, indicating a need to strengthen its presence across communication channels to remain competitive.
Sears, reinventing to stay relevant
Sears, with 93% awareness, demonstrates its ability to stay relevant in an ever-changing market. Although its usage is low, ranking eighth with 26%, Sears maintains a loyalty index of 77%, showing that those who choose the brand tend to return.
The brand has a balanced gender distribution and is popular among Millennials and Generation X, who value its legacy and diversified offerings. Sears faces the challenge of attracting a younger audience and increasing its usage frequency, but its solid customer base allows it to maintain its market position.
Palacio de Hierro and the luxury segment
Palacio de Hierro remains a benchmark in Mexico’s luxury segment, attracting mainly high-income consumers. Although it doesn’t have the massive recognition of brands like Liverpool or SHEIN, its focus on exclusivity and personalization sets it apart for those seeking a premium experience. Its strategy is based on offering high-quality products and exceptional customer service, elements that reinforce its position as one of the most aspirational clothing brands in the country.
Buzz measures the level of attention a brand receives in media, social networks, or advertising. This KPI indicates the level of public conversation about the brand.
Buzz Ranking
- Liverpool: 68%
- SHEIN: 60%
- TEMU: 56%
- El Palacio de Hierro: 56%
- Elektra: 43%
- Andrea: 42%
- Suburbia: 41%
- Sears: 40%
- Sanborns: 39%
- H&M: 38%
Benchmark: Which brand leads in each category?
Comparing the key performance indicators of these brands, Liverpool and SHEIN consolidate their positions as market leaders, while TEMU, Suburbia, and Sears show opportunities for improvement in usage and loyalty. ZARA and Palacio de Hierro, on the other hand, stand out in specific niches but face challenges in expanding their reach.
Liverpool dominates in recognition and popularity, while SHEIN leads in usage. TEMU shows promising growth, and Suburbia maintains a strong connection with Mexican families. ZARA and Sears, although well-established, need to strengthen their digital and communication strategies to remain relevant.
| Brand | Recognition | Popularity | Usage | Loyalty | Media Buzz |
|---|---|---|---|---|---|
| Liverpool | 96% | 65% | 50% | 84% | 68% |
| SHEIN | 93% | 59% | 53% | 84% | 60% |
| Sears | 93% | 42% | 26% | 77% | 40% |
| Suburbia | 92% | 43% | 30% | 76% | 41% |
| TEMU | 90% | 42% | 35% | 74% | 56% |
| ZARA | 90% | 49% | 32% | 79% | 26% |
Consumers value attributes such as authenticity, reliability, and honesty in fashion brands. These characteristics are key to building emotional connections and fostering loyalty. Additionally, media coverage and technological innovation are essential elements to stay competitive in a rapidly evolving market.
