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The Hispanic Apparel and Footwear Consumer - US - November 2013

Published By :

Mintel

Published Date : Nov 2013

Category :

Lifestyle

No. of Pages : 198 Pages


Hispanics of all genders, age groups, and income levels are looking for ways to find more value when purchasing apparel and footwear. Yet individual segments of the Hispanic audience present unique opportunities for marketers trying to convince them to buy now. Hispanics who are young, with children, more affluent, or Spanish speaking can be marketed to in a way that meets their specific needs as well as their budget. And as their thriftiness recedes brands will be well-positioned to capitalize.
Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary
Hispanic apparel and footwear expenditures rebound in 2012
Figure 1: Average expenditures by Hispanic households for apparel and footwear, three-year rolling averages, at current prices, 2007-12
Hispanics 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
Hispanic men outspend non-Hispanics on apparel and footwear
Figure 3: Amount spent on men\'s apparel and footwear, by race/Hispanic origin, May 2012-June 2013
Fashion, style, and designer labels important to Hispanics
Figure 4: Shopping & fashion attitudes, by Hispanic origin, May 2012-June 2013
Opportunity for more Hispanic shopping online
Figure 5: Types of stores where adult apparel and footwear are purchased, by age, July 2013
Designer brands have an opportunity to reach out to affluent Hispanics
Figure 6: Attitudes toward style and fashion (any agree), by Hispanics earning $100K+ in household income, July 2013
Spanish speakers look for clothes reflecting Hispanic heritage
Figure 7: Attitudes toward shopping (any agree), by primary language spoken, July 2013
Hispanics waiting to buy adult clothing and shoes until they need to
Figure 8: Shopping behavior changes in last year for adult clothing and shoes, by gender, July 2013
What we think

Issues and Insights
How can marketers keep over indexing Hispanics from cutting back?
The issues
Insight: engage with younger Hispanics online
What about parents, a crucial demographic?
The issues
Insight: emphasize promotions and sales on items that can’t afford to wait
More affluent and Spanish-speaking niches also need attention
The issues
Insight: designer labels should reach out to underserved groups

Trend Applications
Trend: Buydeology
Trend: Who are the Joneses?
2015 Trend: Human

Market Size and Forecast
Key points
Hispanic expenditures on apparel and footwear rebound slightly
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
Figure 10: Average household expenditures for apparel and footwear, by Hispanic origin, three-year rolling averages, at current prices, 2007-12

Market Segments
Key points
Expenditures on footwear/apparel over index against all households
Figure 11: Average household expenditures* for apparel and footwear, by segment and Hispanic origin, indexed to all households, 2012
Hispanic spending on women’s clothing leads, men’s fastest growing
Figure 12: Average expenditures by Hispanic households for apparel and footwear, by category, at current prices, three-year rolling averages, 2010 and 2012

Purchase Frequency and Spend
Key points
Hispanics more likely to purchase footwear
Figure 13: Incidence of footwear purchase in last 12 months, by Hispanic origin, May 2012-June 2013
Hispanic men outspend non-Hispanics on apparel and footwear
Figure 14: Total amount spent on men\'s clothing in last 12 months, by Hispanic origin, May 2012-June 2013
Figure 15: Amount spent on men\'s footwear in last 12 months, men by Hispanic origin, May 2012-June 2013
Hispanic women spend less than non-Hispanics on apparel, more on footwear
Figure 16: Amount spent on women\'s clothing in last 12 months, by Hispanic origin, May 2012-June 2013
Figure 17: Amount spent on women\'s footwear in last 12 months, by Hispanic origin, May 2012-June 2013
Hispanics less likely to be sole type user
Figure 18: Types of footwear purchased in last 12 months, by Hispanic origin, May 2012-June 2013
Nike and adidas brands resonate with Hispanic consumers
Figure 19: Brands of footwear purchased in last 12 months, by Hispanic origin, May 2012-June 2013
Hispanics less likely to buy licensed apparel
Figure 20: Incidence of purchase of licensed sports apparel in last 12 months, by Hispanic origin, May 2012-June 2013
Figure 21: 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 22: Types of men\'s clothing and shoes purchased in last 12 months, by Hispanic origin, May 2012-June 2013
Hispanic women purchasing more traditional apparel
Figure 23: Types of women\'s clothing and shoes purchased in last 12 months, by Hispanic origin, May 2012-June 2013
Fashion, designer labels stand out for comfort and functionality
Figure 24: Attitudes toward shopping and fashion, by Hispanic origin, May 2012-June 2013

Marketing Strategies
Brands partnering with athletes relevant to Hispanic consumers
adidas partners with Lionel Messi
Figure 25: adidas television ad, 2013
Nike sponsors Spanish championship team FC Barcelona
Figure 26: Nike television ad, 2012
Mexican brand NaCo appeals to young Hispanics by mocking traditions
Figure 27: NaCo Apparel ad, 2012
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
Figure 28: Target television ad, 2013
Kmart partners with Latin star Sofia Vergara from the hit comedy Modern Family
Figure 29: Kmart, television ad, 2013

Social Media
Key points
Social media metrics
Figure 30: Key social media metrics, October 2013
Market overview
Brand usage and awareness
Figure 31: Brand usage and awareness for selected apparel and footwear brands, July 2013
Interaction with apparel and footwear brands
Figure 32: Interaction with select apparel and footwear brands, July 2013
Online conversations
Figure 33: 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 34: Spanish-language online mentions around select apparel and footwear brands, by page type, April 14-Oct. 13, 2013
What are people talking about?
Figure 35: Topics of discussion among the selected apparel and footwear brands, April 14-Oct. 13, 2013
Figure 36: Topics of discussion among the selected apparel and footwear brands, by page type, April 14-Oct. 13, 2013
Analysis by brand
Nike
Figure 37: Social media metrics—Nike, October 2013
Key online campaigns
What we think
Levi’s
Figure 38: Social media metrics—Levi’s, October 2013
Key online campaigns
What we think
Reebok
Figure 39: Social media metrics—Reebok, October 2013
Key online campaigns
What we think
Sears
Figure 40: Social media metrics—Sears, October 2013
Key online campaigns
What we think
JCPenney
Figure 41: Social media metrics—JCPenney, October 2013
Key online campaigns
What we think
Walmart
Figure 42: Social media metrics—October 2013
Key online campaigns
What we think

Where Apparel and Footwear are Purchased
Key points
Discount stores most popular for kids’ items, mid-level stores for adults
Figure 43: Types of stores where apparel and footwear are purchased, by type of apparel/footwear, July 2013
Hispanic women shopping at discount stores for adult clothing and shoes
Figure 44: Types of stores where adult apparel and footwear are purchased, by gender, July 2013
Opportunity for more Hispanic shopping online
Figure 45: Types of stores where adult apparel and footwear are purchased, by age, July 2013
Where items are purchased is largely dependent on income
Figure 46: Types of stores where adult apparel and footwear are purchased, by household income, July 2013
Hispanic women are the buyers of children’s apparel and footwear
Figure 47: Types of stores where children’s apparel and footwear are purchased, by gender, July 2013

Where Apparel is Purchased
Key points
Mass merchandisers most popular for kids’ apparel
Figure 48: Stores where children’s apparel purchased, by gender, July 2013
35-44 year-old Hispanics buying more kids’ apparel
Figure 49: Stores where children’s apparel purchased, by age, July 2013
Middle-end stores represent top of the line for more affluent Hispanics
Figure 50: Stores where children’s apparel purchased, by household income, July 2013
Large audience of Spanish speakers buying children’s clothes
Figure 51: Stores where children’s apparel purchased, by primary language spoken, July 2013
Middle-end department stores most popular for adult apparel
Figure 52: Stores where adult apparel purchased, by gender, July 2013
Nearly half of younger Hispanics purchased adult apparel at athletic stores
Figure 53: Stores where adult apparel purchased, by age, July 2013
More affluent Hispanics still visiting mass merchandisers
Figure 54: Stores where adult apparel purchased, by household income, July 2013
Athletic stores can do more to reach Spanish-speaking community
Figure 55: Stores where adult apparel purchased, by primary language spoken, July 2013

Where Footwear is Purchased
Key points
Hispanics choose mass merchandisers for kids’ shoes as well
Figure 56: Stores where children\'s footwear purchased, by gender, July 2013
35-44 year-old Hispanics buying more kids’ shoes
Figure 57: Stores where children\'s footwear purchased, by age, July 2013
Opportunity for specialty stores to sell kids’ shoes
Figure 58: Stores where children\'s footwear purchased, by household income, July 2013
Large audience of Spanish speakers buying children’s shoes
Figure 59: Stores where children\'s footwear purchased, by primary language spoken, July 2013
Hispanic women shopping at discount stores for adult shoes
Figure 60: Stores where adult footwear purchased, by gender, July 2013
Older Hispanics buying shoes at mass merchandisers
Figure 61: Stores where adult footwear purchased, by age, July 2013
More affluent Hispanics not choosing mass merchandisers for shoes
Figure 62: Stores where adult footwear purchased, by household income, July 2013

Attitudes Toward Style and Fashion
Key points
Personal appearance matters
Figure 63: Attitudes toward style and fashion (any agree), by gender, July 2013
Older Hispanics are more interested in style and fashion
Figure 64: Attitudes toward style and fashion (any agree), by age, July 2013
Designer brands have an opportunity to reach out to Hispanics
Figure 65: Attitudes toward style and fashion (any agree), by household income, July 2013
Less acculturated Hispanics believe appearance can help them climb the economic ladder
Figure 66: Attitudes toward style and fashion (any agree), by primary language spoken, July 2013
Half of Hispanic parents say they need a fashion makeover
Figure 67: Attitudes toward style and fashion (any agree), by presence of children in household, July 2013
Figure 68: Attitudes toward style and fashion (any agree), by awareness of footwear/apparel brands, July 2013

Attitudes Toward Shopping
Key points
Hispanics enjoy shopping for clothes and shoes
Figure 69: Attitudes toward shopping (any agree), by gender, July 2013
Middle-aged Hispanics prefer shopping for their family
Figure 70: Attitudes toward shopping (any agree), by age, July 2013
More affluent Hispanics are more likely to wear brand names
Figure 71: Attitudes toward shopping (any agree), by household income, July 2013
Spanish speakers looking for more clothes reflecting Hispanic heritage
Figure 72: Attitudes toward shopping (any agree), by primary language spoken, July 2013
Hispanic parents put their kids first
Figure 73: Attitudes toward shopping (any agree), by presence of children in household, July 2013

Post-recession Shopping Behavior
Key points
More than half of Hispanics waiting for sales on children’s products
Figure 74: Shopping behavior changes in last year, by gender, July 2013
Thriftiness is consistent across all income groups
Figure 75: Shopping behavior changes in last year for children\'s clothing and shoes, by household income, July 2013
Spanish-speaking Hispanics using coupons more often for children’s products
Figure 76: Shopping behavior changes in last year for children\'s clothing and shoes, by primary language spoken, July 2013
Hispanics waiting to buy adult clothing and shoes until they need to
Figure 77: Shopping behavior changes in last year for adult clothing and shoes, by gender, July 2013
35-44 year-old Hispanics least likely to be cutting back
Figure 78: 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 79: 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: It’s All Me’s
Demographics
Characteristics
Opportunity
Cluster 3: Fashionistas
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 80: Target clusters, July 2013
Figure 81: Stores where children’s apparel purchased, by apparel segmentation groups, July 2013
Figure 82: Stores where adult apparel purchased, by apparel segmentation groups, July 2013
Figure 83: Stores where children\'s footwear purchased, by apparel segmentation groups, July 2013
Figure 84: Stores where adult footwear purchased, by apparel segmentation groups, July 2013
Figure 85: Stores where adult apparel and footwear purchased, by apparel segmentation groups, July 2013
Figure 86: Stores where children’s apparel and footwear purchased, by apparel segmentation groups, July 2013
Figure 87: Attitudes toward style and fashion (strongly agree), by apparel segmentation groups, July 2013
Figure 88: Attitudes toward style and fashion (any agree), by apparel segmentation groups, July 2013
Figure 89: Attitudes toward shopping (strongly agree), by apparel segmentation groups, July 2013
Figure 90: Attitudes toward shopping (any agree), by apparel segmentation groups, July 2013
Figure 91: Shopping behavior changes in last year for children\'s clothing, by apparel segmentation groups, July 2013
Figure 92: Shopping behavior changes in last year for children\'s shoes, by apparel segmentation groups, July 2013
Figure 93: Shopping behavior changes in last year for clothing for adults, by apparel segmentation groups, July 2013
Figure 94: Shopping behavior changes in last year for clothing for adults, by apparel segmentation groups, July 2013
Figure 95: Shopping behavior changes in last year for children\'s clothing and shoes, by apparel segmentation groups, July 2013
Figure 96: Shopping behavior changes in last year for adult clothing and shoes, by apparel segmentation groups, July 2013
Cluster demographic tables
Figure 97: Target clusters, by demographic, July 2013

Appendix – Overview of the Hispanic Consumer
Key points
Hispanic purchasing power projected to reach $1.7 trillion in four years
Hispanic household income lags that of Whites and Asians
Figure 98: Median household income, by race/Hispanic origin of householder, 2011
Hispanic male median personal income improved in 2011
Figure 99: 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 100: Percent unemployment at end of third quarter, by race/Hispanic origin, 2007-12
Hispanics among the fastest-growing population segments in the US
Hispanics are overwhelmingly young
Figure 101: Generational profile, Hispanics versus non-Hispanics, 2011
Hispanic households larger than non-Hispanic households
Figure 102: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
Figure 103: Number of households, by number of people in the household—Hispanics versus all, 2011
Hispanic households have younger children
Figure 104: Number of households with children, by race and Hispanic origin of householder, 2012
Figure 105: Number of households, by race of householder and presence and ages of children, 2011
Hispanic educational attainment generally high school or lower
Figure 106: Educational attainment of Hispanic men, by age, 2011
Figure 107: Educational attainment of Hispanic women, by age, 2011
Hispanics overwhelmingly reside in Southern and Western America
Figure 108: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Immigration is declining—but immigration reform may present an opportunity
Figure 109: Estimates of the US unauthorized immigrant population, 2000-11

Appendix – Social Media
Online conversations
Figure 110: Spanish-language online mentions around select apparel and footwear brands, by week, April 14-Oct. 13, 2013
Figure 111: Spanish-language online mentions around select apparel and footwear brands, by page type, April 14-Oct. 13, 2013
Figure 112: Topics of discussion among the selected apparel and footwear brands, April 14-Oct. 13, 2013
Figure 113: Topics of discussion among the selected apparel and footwear brands, by page type, April 14-Oct. 13, 2013
Brand usage or awareness
Figure 114: Brand usage or awareness, July 2013
Figure 115: Nike usage or awareness, by demographics, July 2013
Figure 116: Reebok usage or awareness, by demographics, July 2013
Figure 117: Levi’s usage or awareness, by demographics, July 2013
Figure 118: Sears usage or awareness, by demographics, July 2013
Figure 119: JCPenney usage or awareness, by demographics, July 2013
Figure 120: Walmart usage or awareness, by demographics, July 2013
Activities done
Figure 121: Activities done, July 2013
Figure 122: Nike—Activities done, by demographics, July 2013
Figure 123: Nike—Activities done, by demographics, July 2013 (continued)
Figure 124: Reebok—Activities done, by demographics, July 2013
Figure 125: Reebok—Activities done, by demographics, July 2013 (continued)
Figure 126: Levi’s—Activities done, by demographics, July 2013
Figure 127: Levi’s—Activities done, by demographics, July 2013 (continued)
Figure 128: Sears—Activities done, by demographics, July 2013
Figure 129: Sears—Activities done, by demographics, July 2013 (continued)
Figure 130: JCPenney—Activities done, by demographics, July 2013
Figure 131: JCPenney—Activities done, by demographics , July 2013 (continued)
Figure 132: Walmart—Activities done, by demographics, July 2013
Figure 133: Walmart—Activities done, by demographics, July 2013 (continued)

Appendix – Other Consumer Tables
Stores children’s apparel and footwear purchased and brand awareness
Figure 134: Stores where children’s apparel and footwear purchased, by awareness of footwear/apparel brands, July 2013
Stores children’s apparel purchased and presence of children
Figure 135: Stores where children’s apparel purchased, by presence of children in household, July 2013
Stores children’s apparel and footwear purchased and age group
Figure 136: Stores where children’s apparel and footwear purchased, by age, July 2013
Stores children’s apparel and footwear purchased and household income
Figure 137: Stores where children’s apparel and footwear purchased, by household income, July 2013
Stores children’s apparel and footwear purchased and language spoken
Figure 138: Stores where children’s apparel and footwear purchased, by primary language spoken, July 2013
Stores children’s apparel purchased and brand awareness
Figure 139: Stores where children’s apparel purchased, by awareness of footwear/apparel brands, July 2013
Stores children’s footwear purchased and brand awareness
Figure 140: Stores where children\'s footwear purchased, by awareness of footwear/apparel brands, July 2013
Stores children’s footwear purchased and brand awareness
Figure 141: Stores where children\'s footwear purchased, by awareness of footwear/apparel brands, July 2013
Stores adult apparel purchased and brand awareness
Figure 142: Stores where adult apparel purchased, by awareness of footwear/apparel brands, July 2013
Stores adult apparel purchased and presence of children
Figure 143: Stores where adult apparel purchased, by presence of children in household, July 2013
Stores adult footwear purchased and language spoken
Figure 144: Stores where adult footwear purchased, by primary language spoken, July 2013
Stores adult footwear purchased and brand awareness
Figure 145: Stores where adult footwear purchased, by awareness of footwear/apparel brands, July 2013
Stores adult footwear purchased and presence of children
Figure 146: Stores where adult footwear purchased, by presence of children in household, July 2013

Appendix – Trade Associations

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