“Acculturated” Hispanic women are proving to be enthusiastic consumers not only of fashion, but of the new technologies that make access to it simpler.
In a soon-to-be-released study of 1,900 Hispanic women either born in the U.S. or who have lived in the country for at least 10 years, just under two-thirds of the sample — 66 percent — own smartphones and 39 percent of the group use apps to assist them in their retail shopping. More than seven in 10 — 71 percent — are members of a daily deal site, such as Groupon or Gilt Groupe, and 90 percent of those with such memberships said they belong to at least two sites, with 55 percent having made purchases on them. The study was conducted by Latina Insights, the new research arm of Latina magazine publishers Latina Media Ventures.
Twenty-eight percent said they already had made a retail purchase with their phones, and online purchasing rates were higher, with 72 percent of respondents making at least three purchases in the past six months and 41 percent having hit the “buy” button at least six times.
Latina Insights said that the 50 million Hispanics — male and female — in the U.S. account for $1.3 trillion in consumer spending each year. According to the U.S. Census Bureau, they spent an average of $2,002 on apparel in 2009, 16.1 percent higher than the national average of $1,725, despite personal after-tax income that was 19 percent lower, $49,185 versus $60,753. The study indicates that the sample spent an average of $1,176 on holiday shopping last year, 56.6 percent above the national average of $751 reported by CNBC’s All America Economic Survey. Of the $1,176, purchases for themselves amounted to $246.
Like other shoppers, they were focused on saving money this past holiday, as 92 percent said they “aggressively” sought deals, sales and promotions. Apparel was the overwhelming choice of merchandise purchased for friends, family and themselves during the season, bought by 82 percent of respondents, with electronics and technical products a distant second at 60 percent and toys close behind that level at 58 percent.
Macy’s and Target were the favored “go-to” broadlines stores for holiday shopping, with both selected by 18 percent of those surveyed, followed by Kohl’s (13 percent), Wal-Mart (12 percent) and J.C. Penney (10 percent).
In the specialty apparel category for holiday shopping, Victoria’s Secret blew away the competition, selected by 64 percent of respondents, followed by Gap at 31 percent, H&M at 26 percent, New York & Company at 23 percent, and American Eagle Outfitters and Express at 20 percent each.
“The study makes it clear that this is an unapologetically feminine woman who wants to be spoken to as a feminine consumer interested in trends and innovation,” said Patty Oppenheimer, marketing director of Latina Media Ventures. “As you can see from Target beating out Wal-Mart, it’s not just a price proposition.”
Painting an optimistic portrait of the market, 70 percent of the Latinas believe their financial circumstances are as good or better than they were a year ago, and 90 percent expect to be doing as well or better in a year. The latter figure contrasts with the 28 percent of Americans who predicted their personal finances would worsen in the upcoming year in a recent Pew Research study.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews