By 2042, half of all Americans will be women we now call minorities. As senior vice president and general manager of SoftSheen-Carson, Angela Guy spends much of her time researching this kind of specific demographic data to get close to her customer, specifically people of color. Guy used 2010 U.S. Census Bureau data, as well as other sources, to educate the crowd on the shopping habits of Hispanics and African-Americans and how marketers can better target introductions based on their specific needs.
Hispanic women, for example, place the highest value on looking their best every day. Data also showed Hispanic women have a greater bias toward making a purchase decision while in the store than at home, are significantly more likely to purchase a product if incentivized by a coupon or special pack and are greatly influenced by recommendations by family and friends. Hispanics, Guy said, dramatically changed the way they shop as a result of the economic downturn, spending 45 percent less on beauty overall and becoming more willing to buy store brands.
African-American women, on the other hand, are not as concerned about wrinkles as Hispanic and Caucasian women, but are more concerned about balancing their skin tone. This group also skews lower in makeup usage, according to Guy’s data, presumably because there are a limited number of shades available to match their skin tone. While African-Americans represent 13 percent of the population, they account for 30 percent of hair care category spending. African-American buying power, Guy said, has been growing at a rate of 6 percent per year since 1990. Unlike Hispanics, African-American women are more likely to make a cosmetics purchase at home where there are more shade ranges. And while this group has the highest unemployment rate, they are the least likely to shift to home hair care options from salon services.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews