Beware of the Dog Chain Bucks Mexican Retail Slump 

Someone’s loss is another’s gain. Just ask Cuidado con el Perro [Beware of the Dog], the rapidly growing Mexican fast-fashion retailer that’s giving Zara and H&M a run for their money, at least in its home country. The urbanwear chain owned by Mexico’s Kalach textiles group was expected to grow 10 percent in 2019, compared to roughly half that for many of its competitors, which are struggling in the country’s recession. “They have a really good marketing strategy and design team,” Jorge Quiroga, founder of retail consultancy TodoRetail, told WWD. The retailer’s focus on Mexico’s bargain-seeking Millennial and Gen Z consumers increasingly demanding affordable, Made in Mexico designs has generated huge buzz, he added. “They are targeting customers who can’t afford Zara, like the twentysomething in his first job without a very good salary who wants to go to a mall and buy a super-fashion T-shirt for 200 pesos, or $11,” said Quiroga. The firm is spreading across Mexico with a dual strategy of targeting fancy malls and blue-collar neighborhoods with eight to 10 store openings a year, versus on average two to five for rivals such as Zara or department store banner Liverpool and even fewer for premium brands such as Brooks Brothers or

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