Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Expenditures
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Hispanic apparel and footwear expenditures show signs of recovery in 2012
-
- Figure 1: Average expenditures per Hispanic households on apparel and footwear, three-year rolling averages, at current prices, 2007-12
- Hispanic households spend more on apparel and footwear
-
- Figure 2: Average household expenditures* for apparel and footwear, by segment and Hispanic origin, indexed to all households, 2012
- Discount stores most popular for kids’ items, mid-level stores for adults
-
- Figure 3: Types of stores where Hispanics purchase apparel and footwear, by type of apparel/footwear, July 2013
- Online purchases still limited among Hispanics
-
- Figure 4: Types of stores where Hispanics purchase any adult apparel and footwear, by age, July 2013
- Hispanics’ beliefs about the importance of personal appearance has them constantly looking to update their wardrobes
-
- Figure 5: Hispanics’ attitudes toward style and fashion (any agree), July 2013
- Brand names gain importance as Hispanics gain affluence
-
- Figure 6: Hispanics’ attitudes toward shopping (any agree), by household income, July 2013
- Spanish-dominant Hispanics look for clothes reflecting Hispanic heritage
-
- Figure 7: Hispanics’ attitudes toward shopping (any agree), by primary language spoken at home, July 2013
- Hispanics willing to wait for right moment to buy adult clothing and shoes
-
- Figure 8: Hispanics’ shopping behavior changes in last year for adult clothing and shoes, July 2013
- What we think
Issues and Insights
-
- As Hispanics look for value, is it possible to engage them online?
- The issues
- Insight: Engage with younger Hispanics online
- When targeting Hispanics, children also must be considered
- The issues
- Insight: Making stores welcoming to Hispanics with their families and their children
- Approaching Hispanics as they look for sales
- The issues
- Insight: Offer value, but more importantly, become part of their comfort zone
Trend Applications
-
- Trend: Buydeology
- Trend: Who Are the Joneses?
- Mintel Futures: Human
Apparel and Footwear Expenditures
-
- Key points
- Hispanic expenditures on apparel and footwear beginning to recover
-
- Figure 9: Average expenditures by Hispanic households for apparel and footwear, three-year rolling averages, at current prices, 2007-12
- Hispanics spend more than non-Hispanics, overall and for all segments
-
- Figure 10: Average household expenditures for apparel and footwear, by Hispanic origin, three-year rolling averages, at current prices, 2007-12
- Figure 11: Average household expenditures* for apparel and footwear, by segment and Hispanic origin, indexed to all households, 2012
- Women’s clothing still the largest share, while spending on men’s clothing drives the increase
-
- Figure 12: Average expenditures by Hispanic households for apparel and footwear, by category, at current prices, three-year rolling averages, 2010 and 2012
Apparel and Footwear Purchases
-
- Key points
- Hispanics more likely to purchase footwear
-
- Figure 13: Incidence of footwear purchases in last 12 months, by Hispanic origin, May 2012-June 2013
- Hispanics purchase variety of shoe types
-
- Figure 14: Types of footwear purchased in last 12 months, by Hispanic origin, May 2012-June 2013
- In sports, Nike and adidas popular among Hispanic consumers
-
- Figure 15: Brands of footwear purchased in last 12 months, by Hispanic origin, May 2012-June 2013
- Hispanics less likely to buy licensed apparel
-
- Figure 16: Purchases of licensed sports apparel in last 12 months, by Hispanic origin, May 2012-June 2013
- Figure 17: Types of licensed sports apparel purchased in last 12 months, by Hispanic origin, May 2012-June 2013
- Hispanic men more likely to buy dress shoes
-
- Figure 18: Types of men's clothing and shoes purchased in last 12 months, by Hispanic origin, May 2012-June 2013
- Hispanic women purchase more traditional apparel
-
- Figure 19: Types of women's clothing and shoes Hispanics purchased in last 12 months, by Hispanic origin, May 2012-June 2013
Marketing Strategies
-
- Brands partnering with athletes relevant to Hispanic consumers
- Adidas partners with Lionel Messi
-
- Figure 20: adidas “Play the Messi Way” television ad, 2013
- Nike sponsors Spanish championship team FC Barcelona
-
- Figure 21: Nike “Better World – Nike Football National Team Kits” television ad, 2012
- Mexican brand NaCo appeals to young Hispanics by making some traditions look cool
- Macy’s is one of few mid- to high-end retailers with a Hispanic focus
- Discount retailers Target and Walmart spend big on Hispanics
- Target’s Height of Summer featuring Hispanic musicians tweeted by Oprah
- Kmart partners with Latin star Sofia Vergara from the hit comedy Modern Family
-
- Figure 22: Kmart “Sofia Vergara”, television ad, 2013
Social Media
-
- Key points
- Social media metrics
-
- Figure 23: Key social media metrics, October 2013
- Market overview
- Brand usage and awareness
-
- Figure 24: Brand usage and awareness for selected apparel and footwear brands, July 2013
- Interaction with apparel and footwear brands
-
- Figure 25: Interaction with select apparel and footwear brands, July 2013
- Online conversations
-
- Figure 26: Spanish-language online mentions around select apparel and footwear brands, by day, April 14-Oct. 13, 2013
- Where are people talking about apparel and footwear brands?
-
- Figure 27: Spanish-language online mentions around select apparel and footwear brands, by page type, April 14-Oct. 13, 2013
- What are people talking about?
-
- Figure 28: Topics of discussion among the selected apparel and footwear brands, April 14-Oct. 13, 2013
-
- Figure 29: Topics of discussion among the selected apparel and footwear brands, by page type, April 14-Oct. 13, 2013
Analysis by Brand
-
- Nike
-
- Figure 30: Social media metrics – Nike, October 2013
- Key online campaigns
- What we think
- Levi’s
-
- Figure 31: Social media metrics – Levi’s, October 2013
- Key online campaigns
- What we think
- Reebok
-
- Figure 32: Social media metrics – Reebok, October 2013
- Key online campaigns
- What we think
- Sears
-
- Figure 33: Social media metrics – Sears, October 2013
- Key online campaigns
- What we think
- JCPenney
-
- Figure 34: Social media metrics – JCPenney, October 2013
- Key online campaigns
- What we think
- Walmart
-
- Figure 35: Social media metrics – October 2013
- Key online campaigns
- What we think
Where Children’s Apparel is Purchased
-
- Key points
- Mass merchandisers most popular for kids’ apparel
-
- Figure 36: Stores where Hispanics purchase children’s apparel, by gender and children in the household, July 2013
- 25-44 year-old Hispanics buying more kids’ apparel
-
- Figure 37: Stores where Hispanics purchase children’s apparel, by age, July 2013
- Regardless of income, Hispanics look to the same places to buy children’s clothes
-
- Figure 38: Stores where Hispanics purchase children’s apparel, by household income, July 2013
- Children at the center of Spanish-dominant Hispanics
-
- Figure 39: Stores where Hispanic purchase children’s apparel, by primary language spoken at home, July 2013
Where Adults’ Apparel is Purchased
-
- Key points
- Middle-end department stores most popular destinations for adult apparel
-
- Figure 40: Stores where Hispanics purchase adult apparel, by gender, July 2013
- Nearly half of younger Hispanics purchased adult apparel at athletic stores
-
- Figure 41: Stores where Hispanics purchase adult apparel, by age, July 2013
- More affluent Hispanics still visiting mass merchandisers
-
- Figure 42: Stores where Hispanics purchase adult apparel, by household income, July 2013
- Spanish-dominant Hispanics less likely to purchase at athletic stores
-
- Figure 43: Stores where Hispanics purchase adult apparel, by primary language spoken at home, July 2013
Where Children’s Footwear Is Purchased
-
- Key points
- Hispanics choose mass merchandisers for kids’ shoes as well
-
- Figure 44: Stores where Hispanics purchase children's footwear, by gender and children in the household, July 2013
- 35-44 year-old Hispanics buying more kids’ shoes
-
- Figure 45: Stores where Hispanics purchase children's footwear, by age, July 2013
- Regardless of household income, Hispanics look for value
-
- Figure 46: Stores where Hispanics purchase children's footwear, by household income, July 2013
- Spanish-dominant and bilingual Hispanics buying children’s shoes
-
- Figure 47: Stores where Hispanics purchase children's footwear, by primary language spoken at home, July 2013
Where Adults’ Footwear Is Purchased
-
- Key points
- Discount retailers and discount footwear stores appealing to Hispanic women looking for adult shoes
-
- Figure 48: Stores where Hispanics purchase adult footwear, by gender, July 2013
- Older Hispanics buying shoes at mass merchandisers
-
- Figure 49: Stores where Hispanics purchase adult footwear, by age, July 2013
- More affluent Hispanics not choosing mass merchandisers for shoes
-
- Figure 50: Stores where Hispanics purchase adult footwear, by household income, July 2013
Attitudes Toward Style and Fashion
-
- Key points
- Personal appearance matters and says a lot
-
- Figure 51: Hispanics’ attitudes toward style and fashion (any agree), by gender, July 2013
- Older Hispanics are more interested in style and fashion
-
- Figure 52: Hispanics’ attitudes toward style and fashion (any agree), by age, July 2013
- The value of personal appearance increases with income
-
- Figure 53: Hispanics’ attitudes toward style and fashion (any agree), by household income, July 2013
- Spanish-dominant and bilingual Hispanics consider appearance can help them improve their lives
-
- Figure 54: Hispanics’ attitudes toward style and fashion (any agree), by primary language spoken at home, July 2013
- Importance of appearance is being instilled to future generations
-
- Figure 55: Hispanics’ attitudes toward style and fashion (any agree), by presence of children in household, July 2013
Attitudes Toward Shopping
-
- Key points
- Hispanics enjoy shopping for clothes and shoes
-
- Figure 56: Hispanics’ attitudes toward shopping (any agree), by gender, July 2013
- Love for shopping doesn’t decrease until later in life
-
- Figure 57: Hispanics’ attitudes toward shopping (any agree), by age, July 2013
- Brand names gain importance as Hispanics are more affluent
-
- Figure 58: Hispanics’ attitudes toward shopping (any agree), by household income, July 2013
- Spanish-dominant Hispanics more likely to prefer shopping for family’s clothes and shoes rather than for themselves
-
- Figure 59: Hispanics’ attitudes toward shopping (any agree), by primary language spoken at home, July 2013
- Hispanic parents put their kids first
-
- Figure 60: Hispanics’ attitudes toward shopping (any agree), by presence of children in household, July 2013
Changes in Shopping Behavior
-
- Key points
- More than half of Hispanics waiting for sales on children’s products
-
- Figure 61: Hispanics’ shopping behavior changes in last year for children's clothing and shoes, by gender, July 2013
- Thriftiness is consistent across all household income groups
-
- Figure 62: Hispanics’ shopping behavior changes in last year for children's clothing and shoes, by household income, July 2013
- Spanish-dominant and bilingual Hispanics using coupons more often for children’s products
-
- Figure 63: Hispanics’ shopping behavior changes in last year for children's clothing and shoes, by primary language spoken at home, July 2013
- Hispanics waiting to buy adult clothing and shoes until they need to
-
- Figure 64: Hispanics’ shopping behavior changes in last year for adult clothing and shoes, by gender, July 2013
- Age has little impact on changes in shopping behavior
-
- Figure 65: Hispanics’ shopping behavior changes in last year for adult clothing and shoes, by age, July 2013
- More affluent Hispanics not looking to trade down in quality
-
- Figure 66: Hispanics’ shopping behavior changes in last year for adult clothing and shoes, by household income, July 2013
Cluster Analysis
-
- Cluster 1: Fashionless
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Fashionistas
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Moderate
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
-
- Figure 67: Hispanic apparel and footwear clusters, July 2013
- Figure 68: Stores where Hispanics purchase children’s apparel, by apparel and footwear clusters, July 2013
- Figure 69: Stores where Hispanics purchase adult apparel, by apparel and footwear clusters, July 2013
-
- Figure 70: Stores where Hispanics purchase children's footwear, by apparel and footwear clusters, July 2013
- Figure 71: Stores where Hispanics purchase adult footwear, by apparel and footwear clusters, July 2013
-
- Figure 72: Stores where Hispanics purchase adult apparel and footwear, by apparel and footwear clusters, July 2013
- Figure 73: Stores where Hispanics purchase children’s apparel and footwear, by apparel and footwear clusters, July 2013
-
- Figure 74: Hispanics’ attitudes toward style and fashion (any agree), by apparel and footwear clusters, July 2013
- Figure 75: Hispanics’ attitudes toward shopping (any agree), by apparel and footwear clusters, July 2013
-
- Figure 76: Hispanics’ shopping behavior changes in last year for children's clothing and shoes, by apparel and footwear clusters, July 2013
- Figure 77: Hispanics’ shopping behavior changes in last year for adult clothing and shoes, by apparel and footwear clusters, July 2013
- Cluster demographic tables
-
- Figure 78: Hispanic apparel and footwear clusters, by demographics, July 2013
Appendix – Overview of the Hispanic Consumer
-
- Key points
- Hispanic purchasing power projected to reach $1.7 trillion by 2017
-
- Figure 79: Purchasing power, by race/Hispanic origin, 1990-2017
- Hispanic household income distribution
-
- Figure 80: Median household income, by race/Hispanic origin of householder, 2011
- Hispanic male median personal income improved in 2011
-
- Figure 81: Median personal incomes of people aged 15 or older, by Hispanic origin and gender, in inflation-adjusted dollars, 2001-11
- Hispanic unemployment rates declining
-
- Figure 82: Percent unemployment at end of third quarter, by race/Hispanic origin, 2007-12
- The Hispanic and total US population by age
-
- Figure 83: US Hispanic population, by age, 2008-18
- Hispanics are younger
-
- Figure 84: Generational profile, Hispanics versus non-Hispanics, 2011
- Hispanic households larger than non-Hispanic households
-
- Figure 85: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
-
- Figure 86: Number of households, by number of people in the household – Hispanics versus all, 2011
- Hispanic households have younger children
-
- Figure 87: Number of households with children, by race and Hispanic origin of householder, 2012
-
- Figure 88: Number of households, by race of householder and presence and ages of children, 2011
- Hispanic educational attainment generally high school or lower
-
- Figure 89: Educational attainment of Hispanic men, by age, 2011
-
- Figure 90: Educational attainment of Hispanic women, by age, 2011
- Hispanics are more concentrated in southern and western states
-
- Figure 91: Infographic of Hispanic population, by region of residence, 2000-10
- Hispanics by country of origin/heritage
-
- Figure 92: US Hispanic population, by country of origin/heritage, 2000-10
Appendix – Social Media
-
- Online conversations
-
- Figure 93: Spanish-language online mentions around select apparel and footwear brands, by week, April 14-Oct. 13, 2013
- Figure 94: Spanish-language online mentions around select apparel and footwear brands, by page type, April 14-Oct. 13, 2013
- Figure 95: Topics of discussion among the selected apparel and footwear brands, April 14-Oct. 13, 2013
-
- Figure 96: Topics of discussion among the selected apparel and footwear brands, by page type, April 14-Oct. 13, 2013
- Brand usage or awareness
-
- Figure 97: Brand usage or awareness, July 2013
- Figure 98: Nike usage or awareness, by demographics, July 2013
-
- Figure 99: Reebok usage or awareness, by demographics, July 2013
-
- Figure 100: Levi’s usage or awareness, by demographics, July 2013
-
- Figure 101: Sears usage or awareness, by demographics, July 2013
-
- Figure 102: JCPenney usage or awareness, by demographics, July 2013
-
- Figure 103: Walmart usage or awareness, by demographics, July 2013
- Activities done
-
- Figure 104: Activities done, July 2013
- Figure 105: Nike – Activities done, by demographics, July 2013
-
- Figure 106: Nike – Activities done, by demographics, July 2013 (continued)
-
- Figure 107: Reebok – Activities done, by demographics, July 2013
-
- Figure 108: Reebok – Activities done, by demographics, July 2013 (continued)
-
- Figure 109: Levi’s – Activities done, by demographics, July 2013
-
- Figure 110: Levi’s – Activities done, by demographics, July 2013 (continued)
-
- Figure 111: Sears – Activities done, by demographics, July 2013
-
- Figure 112: Sears – Activities done, by demographics, July 2013 (continued)
-
- Figure 113: JCPenney – Activities done, by demographics, July 2013
-
- Figure 114: JCPenney – Activities done, by demographics, July 2013 (continued)
-
- Figure 115: Walmart – Activities done, by demographics, July 2013
-
- Figure 116: Walmart – Activities done, by demographics, July 2013 (continued)
Appendix – Other Consumer Tables
-
- Stores children’s apparel and footwear purchased and brand awareness
-
- Figure 117: Stores where Hispanics purchase children’s apparel and footwear, by awareness of footwear/apparel brands, July 2013
- Stores children’s apparel purchased and presence of children
-
- Figure 118: Stores where Hispanics purchase children’s apparel, by presence of children in household, July 2013
- Stores children’s apparel and footwear purchased and age group
-
- Figure 119: Stores where Hispanics purchase children’s apparel and footwear, by age, July 2013
- Stores children’s apparel and footwear purchased and household income
-
- Figure 120: Stores where Hispanics purchase children’s apparel and footwear, by household income, July 2013
- Stores children’s apparel and footwear purchased and language spoken
-
- Figure 121: Stores where Hispanics purchase children’s apparel and footwear, by primary language spoken at home, July 2013
- Stores children’s apparel purchased and brand awareness
-
- Figure 122: Stores where Hispanics purchase children’s apparel, by awareness of footwear/apparel brands, July 2013
- Stores children’s footwear purchased and brand awareness
-
- Figure 123: Stores where Hispanics purchase children’s footwear, by awareness of footwear/apparel brands, July 2013
- Stores children’s footwear purchased and brand awareness
-
- Figure 124: Stores where Hispanics purchase children’s footwear, by awareness of footwear/apparel brands, July 2013
- Stores adult apparel purchased and brand awareness
-
- Figure 125: Stores where Hispanics purchase adult apparel, by awareness of footwear/apparel brands, July 2013
- Stores adult apparel purchased and presence of children
-
- Figure 126: Stores where Hispanics purchase adult apparel, by presence of children in household, July 2013
- Stores adult footwear purchased and language spoken
-
- Figure 127: Stores where Hispanics purchase adult footwear, by primary language spoken at home, July 2013
- Stores adult footwear purchased and brand awareness
-
- Figure 128: Stores where Hispanics purchase adult footwear, by awareness of footwear/apparel brands, July 2013
- Stores adult footwear purchased and presence of children
-
- Figure 129: Stores where Hispanics purchase adult footwear, by presence of children in household, July 2013
- Attitudes toward shopping and fashion
-
- Figure 130: Hispanics’ attitudes toward shopping and fashion, by Hispanic origin, May 2012-June 2013
- Attitudes toward style and fashion
-
- Figure 131: Hispanics’ attitudes toward style and fashion (any agree), by awareness of footwear/apparel brands, July 2013
Appendix – Trade Associations
-
- National Retail Federation (NRF) 325 7th St., NW
- Retail Industry Leaders Association (RILA)
Back to top