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The Hispanic Apparel and Footwear Consumer - US - January 2016

Published By :

Mintel

Published Date : Jan 2016

Category :

Apparel

No. of Pages : N/A

With projected expenditures of $49.4 billion, Hispanics enjoy shopping for apparel and footwear not only for themselves but for other adults and children as well. Despite this, growth in the category is projected to be moderate, as Hispanics continue to look for value in the purchases they make.

Table of Content

Overview

What you need to know
Definition

Executive Summary

Hispanics’ expenditures on apparel and footwear projected to reach $59.5 billion by 2020
Figure 1: Expenditures by Hispanic households on apparel and footwear and fan chart forecast of market, at current prices, 2010-20
The issues
Hispanics enjoy shopping for apparel and footwear
Figure 2: Hispanics’ attitudes toward shopping for clothing and footwear – Shopping appeal, by gender and age, October 2015
Value is important when deciding where to buy
Figure 3: Stores where Hispanics purchase apparel and footwear, October 2015
Comfort gains relevance as Hispanics get older
Figure 4: Hispanics’ attitudes toward comfort and style, by gender and age, October 2015
The opportunities
Hispanics – moms in particular – enjoy buying children’s apparel and footwear
Figure 5: Incidence and share of Hispanics buying clothes and footwear for others, by gender and parental status, October 2015
Having an online strategy can drive sales online, but most importantly offline
Figure 6: Hispanics’ attitudes toward shopping for clothing and footwear – Browsing for products, by gender and age, October 2015
Sales create opportunities and challenges for brands and retailers
Figure 7: Reasons for buying apparel and footwear, October 2015
What it means

The Market – What You Need to Know

Hispanics estimated to have spent $49.4 billion on apparel and footwear in 2015
Women’s apparel accounts for 39% of all expenses in the category
Market factors suggest a positive outlook

Market Size and Forecast

Hispanics’ expenditures on apparel and footwear projected to grow moderately
Figure 8: Expenditures by Hispanic households on apparel and footwear and fan chart forecast of market, at current prices, 2010-20
Figure 9: Expenditures by Hispanic households for apparel and footwear, at current prices, 2010-20

Market Breakdown

Expenditures on men’s and children’s apparel combined equals women’s
Figure 10: Expenditures by Hispanic households for apparel and footwear, by segment, 2015
Hispanics’ expenditures on men’s apparel grew the most
Figure 11: Expenditures by Hispanic households on men’s apparel and fan chart forecast of market, at current prices, 2010-20
Moderate growth on Hispanics’ expenditures on women’s apparel
Figure 12: Expenditures by Hispanic households on women’s apparel and fan chart forecast of market, at current prices, 2010-20
Hispanics’ expenditures children’s apparel to remain stable
Figure 13: Expenditures by Hispanic households on children’s apparel and fan chart forecast of market, at current prices, 2010-20
Modest growth on Hispanics’ expenditures on footwear
Figure 14: Expenditures by Hispanic households on footwear and fan chart forecast of market, at current prices, 2010-20

Market Perspective

Hispanics work proactively on their appearances
Hispanics over index on beauty product spending
Appealing to Hispanics in a fragmented market
Acculturation levels dictate with whom they spend their time

Market Factors

Improving labor market for Hispanics has a positive impact on their confidence
Figure 15: Hispanic unemployment, January 2007-November 2015
Hispanics live in larger households
Figure 16: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
Hispanic households more likely to include children
Figure 17: Presence of children in household, by race and Hispanic origin, 2014

Key Trends – What You Need to Know

Value, promotions, and sales resonate with Hispanics
Online shopping still a challenge
Consumers may become more educated

What’s Working?

Retailers focusing on value appeal to Hispanics
Promotions and sales

What’s Challenging?

Online shopping
Price comparisons on the rise

What’s Next?

An increasingly competitive market

The Consumer – What You Need to Know

Shopping for apparel and footwear is very appealing to Hispanics
Hispanics tend to buy apparel and footwear for others, too
Hispanics lean toward retailers that offer value
Younger Hispanic males more prone to shop online
Hispanics are more formal in their dress choices
Hispanics’ purchase motivations mainly driven by replacement needs and sales
Hispanics have issues with sizes and selection

How Appealing Is Shopping to Hispanics

Hispanics enjoy shopping for apparel and footwear
Figure 18: Hispanics’ attitudes toward shopping for clothing and footwear – Shopping appeal, by gender and age, October 2015
Unacculturated and bicultural more likely to enjoy shopping for their children
Figure 19: Hispanics’ attitudes toward shopping for clothing and footwear – Shopping appeal, by level of acculturation, October 2015

For Whom Hispanics Buy Apparel and Footwear

The vast majority of Hispanics also buy apparel and footwear for others
Figure 20: Incidence and share of Hispanics buying clothes and footwear for others, by gender and age, October 2015
The focus “on themselves” is stronger among acculturated Hispanics
Figure 21: Incidence and share of Hispanics buying clothes and footwear for others, by level of acculturation, October 2015
Hispanics moms put their children first
Figure 22: Incidence and share of Hispanics buying clothes and footwear for others, by gender and parental status, October 2015

Where Hispanics Buy Apparel and Footwear

Hispanics gravitate toward value when deciding where to buy
Figure 23: Stores where Hispanics purchase apparel and footwear, October 2015
The expectation of good value resonates more among Hispanic women
Figure 24: Stores where Hispanics purchase apparel and footwear – Any purchase, by gender and age, October 2015
Acculturated Hispanics visit fewer store types
Figure 25: Stores where Hispanics purchase apparel and footwear – Any purchase, by level of acculturation, October 2015

Online Purchases

Online gaining strength among younger Hispanic males
Figure 26: Share of Hispanics’ purchases made online, by gender and age, October 2015
Share of online purchases increases with household income
Figure 27: Share of Hispanics’ purchases made online, by household income, October 2015

What Apparel and Footwear Hispanics Buy

Hispanics more formal in their dress choices
Figure 28: Men’s apparel and accessories Hispanics bought in the past 12 months, Hispanics versus all, July 2014-September 2015
Dresses and skirts more popular among Hispanic women
Figure 29: Women’s apparel and accessories Hispanics bought in the past 12 months, Hispanics versus all, July 2014-September 2015
Dress shoes, sandals, and casual sneakers popular among Hispanics
Figure 30: Footwear Hispanics bought in the past 12 months, Hispanics versus all, July 2014-September 2015

Reasons for Buying Apparel and Footwear

Need for replacement and sales move Hispanics to action
Figure 31: Reasons for buying apparel and footwear, October 2015
Younger Hispanics look to upgrade, older Hispanics to replace
Figure 32: Reasons for buying apparel and footwear, by gender and age, October 2015
Higher household income increases likelihood of impulse buying
Figure 33: Reasons for buying apparel and footwear, by household income, October 2015

Shopping Challenges for Apparel and Footwear

Finding the right item is a challenge to Hispanics
Figure 34: Challenges for Hispanics shopping for apparel and footwear, October 2015
Logistics and trust issues may hinder Hispanics’ online purchases
Figure 35: Challenges for Hispanics shopping for apparel and footwear – Online, by household income, October 2015
Unacculturated Hispanics shop at more stores before buying
Figure 36: Challenges for Hispanics shopping for apparel and footwear – Selection, by level of acculturation, October 2015
Women more likely to try things on
Figure 37: Challenges for Hispanics shopping for apparel and footwear – Trying things on, by gender and age, October 2015

What Hispanics Look For in Apparel and Footwear

Hispanics split on comfort versus style
Figure 38: Hispanics’ attitudes toward comfort and style, by gender and age, October 2015
Bicultural Hispanics more willing to sacrifice comfort
Figure 39: Hispanics’ attitudes toward comfort and style, by level of acculturation, October 2015

What Hispanics Think of Apparel and Footwear Brands

Good fitting clothing and footwear drive brand loyalty
Figure 40: Hispanics’ attitudes toward apparel and footwear brands, by gender and age, October 2015
Brand loyalty more likely among acculturated Hispanics
Figure 41: Hispanics’ attitudes toward apparel and footwear brands, by level of acculturation, October 2015

What Hispanics Think of Style

Hispanic women feel more pressure to look good at all times
Figure 42: Hispanics’ fashion styles – Looks, by level of acculturation, October 2015
Appearances carry more weight among unacculturated and bicultural Hispanics
Figure 43: Hispanics’ fashion styles – Looks, by level of acculturation, October 2015

Where Hispanics Get Fashion Ideas and Inspiration

Majority of Hispanics not openly looking for ideas and inspiration
Figure 44: Hispanics’ fashion ideas and inspiration, by age and gender, October 2015
Bicultural Hispanics more open to external influence
Figure 45: Hispanics’ fashion ideas and inspiration, by level of acculturation, October 2015

How Hispanics Browse for Apparel and Footwear

Younger Hispanics rely more on technology when shopping
Figure 46: Hispanics’ attitudes toward shopping for clothing and footwear – Browsing for products, by gender and age, October 2015
Bicultural Hispanics more prone to online browsing
Figure 47: Hispanics’ attitudes toward shopping for clothing and footwear – Browsing for products, by gender and age, October 2015

What Hispanics Think of Apparel and Footwear Sales

Sales more appealing to Hispanic women
Figure 48: Hispanics’ attitudes toward shopping for clothing and footwear – Sales/value, by gender and age, October 2015
As household income increases, value continues being a priority
Figure 49: Hispanics’ attitudes toward shopping for clothing and footwear – Sales/value, by gender and age, October 2015

Appendix – Data Sources and Abbreviations

Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
A note on acculturation

Appendix – The Market

Figure 50: Expenditures by Hispanic households on men's apparel, at current prices, 2010-20
Figure 51: Expenditures by Hispanic households on men's apparel, at inflation-adjusted prices, 2010-20
Figure 52: Expenditures by Hispanic households on women's apparel, at current prices, 2010-20
Figure 53: Expenditures by Hispanic households on women's apparel, at inflation-adjusted prices, 2010-20
Figure 54: Expenditures by Hispanic households on children's apparel, at current prices, 2010-20
Figure 55: Expenditures by Hispanic households on children's apparel, at inflation-adjusted prices, 2010-20
Figure 56: Expenditures by Hispanic households on footwear, at current prices, 2010-20
Figure 57: Expenditures by Hispanic households on footwear's apparel, at inflation-adjusted prices, 2010-20

Appendix – The Consumer

Figure 58: Men’s apparel and accessories Hispanics bought in the past 12 months, by gender, July 2014-September 2015
Figure 59: Men’s apparel and accessories Hispanics bought in the past 12 months, by age, July 2014-September 2015
Figure 60: Men’s apparel and accessories Hispanics bought in the past 12 months, by household income, July 2014-September 2015
Figure 61: Men’s apparel and accessories Hispanics bought in the past 12 months, by language spoken at home, July 2014-September 2015
Figure 62: Women’s apparel and accessories Hispanics bought in the past 12 months, by gender, July 2014-September 2015
Figure 63: Women’s apparel and accessories Hispanics bought in the past 12 months, by age, July 2014-September 2015
Figure 64: Women’s apparel and accessories Hispanics bought in the past 12 months, by household income, July 2014-September 2015
Figure 65: Women’s apparel and accessories Hispanics bought in the past 12 months, by language spoken at home, July 2014-September 2015
Figure 66: Footwear Hispanics bought in the past 12 months, by gender, July 2014-September 2015
Figure 67: Footwear Hispanics bought in the past 12 months, by age, July 2014-September 2015
Figure 68: Footwear Hispanics bought in the past 12 months, by household income, July 2014-September 2015
Figure 69: Footwear Hispanics bought in the past 12 months, by language spoken at home, July 2014-September 2015

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