Over the review period brands, such as Zara and Mango, brought the concept of fast fashion at affordable prices into the country and this has been widely accepted by consumers. This has thus motivated the arrival of new players as well as changes in the strategies of locals. Forever 21 arrived in late 2012 with low prices contributing to ignite competition as it appeals to a wider group of consumers seeking to wear the latest trends without spending too much. Local companies, such as Permoda, reinforced their strategy of multi-brand format and introduced more unusual and daring designs, such as Cueros Velez, which is expanding its Nappa brand, which offers products made of a combination of leather and other materials making them affordable to those who like Velez leather products and their quality but who are unable to afford them. The democratisation of fashion is likely to continue gaining ground in Colombia during the forecast period, not only in adult clothing, but also in children's clothing.