If you’re in the apparel industry, emerging markets need to be part of your growth agenda. In too many cases, however, expanding into emerging markets is just shorthand for moving into the BRICs (Brazil, Russia, India, China). But the answer isn’t just to look at other countries; the critical point is that investments in growth need to happen at a city-by-city level. That’s because emerging-market cities are capturing most of the global growth in apparel. Some 80 percent of top growth cities for total apparel sales by 2025 will be in emerging markets. Together, these cities will enlarge world apparel markets by an additional $100 billion. (read related article: http://cmsoforum.mckinsey.com/article/fashion-sense-leading-apparel-companies-are-looking-to-cities-for-growth)