By 2007, Hispanics will wield more than $900 billion in spending power, a 315 percent increase since 1990. Retailers that want a piece of the action are gearing their assortments and marketing message directly to these customers.
LOS ANGELES-RIVERSIDE-ORANGE COUNTY, CALIF. CMSA
Number of Hispanic or Latino residents: 6,598,488; percentage of population: 40.3 percent
Wal-Mart, one of the premier micromarketers, is devoting more space to Hispanic foods on the shelves of its stores in Los Angeles, and targeting customers with apparel and accessories brands that appeal to their taste for bright color. The company has 10 Wal-Mart stores and seven Sam’s Clubs in Los Angeles County. The retailer also reaches out to Latino shoppers with charitable contributions. Last year, it gave more than $9 million to the California League of Cities Latino Caucus and the Hispanic Scholarship Fund.
NEW YORK-NORTHERN NEW JERSEY-LONG ISLAND, N.Y. CMSA
Number of Hispanic or Latino residents: 3,852,138; percentage of population: 18.2 percent
Since filing for bankruptcy protection, Kmart has been aggressively targeting Hispanic and Latino customers. The retailer in September will launch Thalia, a collection of apparel, accessories, footwear and lingerie for women and girls designed and inspired by the Latin entertainer of the same name. According to Dave Karraker, director of brand and marketing communications, 39 percent of Kmart’s shoppers are multicultural. “We’re absolutely interested in seeking out other exclusive brand opportunities for ethnic customers,” he said.
SAN JUAN-CAUAS-ARECIBO, PUERTO RICO CMSA
Number of Hispanic or Latino residents: 2,416,024; percentage of population: 98.6 percent
Puerto Rico has proven to be a promising market for American and international retailers. Zara has found an audience for its trendy fashion at accessible price points. Meanwhile, Wal-Mart wants to expand on the island. The giant retailer, which operates stores and warehouse clubs in Puerto Rico, has been trying to acquire a local 35-unit supermarket chain, Supermercado Amigo’s. The government, however, says the deal violates the island’s antitrust laws.
MIAMI-FORT LAUDERDALE, FLA. CMSANumber of Hispanic or Latino residents: 1,563,389; percentage of population: 40.3 percent
Kmart. the Troy, Mich.-based discounter, has launched Urban Direct, an urban-lifestyle glossy magazine aimed at strengthening its rapport with African-American shoppers. The launch follows the September debut of a Spanish-language publication, La Vida, and plans are to create a similar product for Asians.
CHICAGO-GARY, IND.-KENOSHA, WISC. CMSA
Number of Hispanic or Latino residents: 1,498,507; percentage of population: 16.4 percent
Sears has designated 180 units as Hispanic stores in its 860-store chain, and fills them with special merchandise and Spanish-language signs. One of those stores is a new downtown flagship on State Street in Chicago, a nod to the city’s fast-growing Latino population. Sears advertises on Spanish-speaking TV and radio.
SAN FRANCISCO-OAKLAND-SAN JOSE, CALIF. CMSA
Number of Hispanic or Latino residents: 1,383,661; percentage of population: 19.7 percent
San Francisco’s 1.3 million Hispanic residents have a collective market buying power of $16 billion. The area has a high per-capita buying power — $11,920 — and a mean household income of $49,324. The city’s Hispanic population has nearly doubled since 1980 due to continued immigration from Mexico and Central America. However, mass marketers such as Wal-Mart, Target and Kmart have been kept at bay in downtown San Francisco.
HOUSTON-GALVESTON-BRAZORIA, TEXAS CMSA
Number of Hispanic or Latino residents: 1,348,588; percentage of population: 28.9 percent
By 2020, Hispanics will dominate the population in Houston. The group exercises between $273 billion and $445 billion in purchasing power, according to Census 2000 statistics. It’s no surprise, then, that a showdown between two retailers has ensued. Kohl’s, which opened 12 stores in Houston in March, has been making a play for Mervyn’s family-oriented Latino customer base. During its Texas expansion, Kohl’s advertised in the Spanish-speaking media and Mervyn’s launched La Plaza, an in-store celebration of Mexican heritage.
DALLAS-FORT WORTH CMSA
Number of Hispanic or Latino residents: 1,120,350; percentage of population: 21.5 percentJ.C. Penney Co. has identified 23 markets, including Dallas, that it considers to be multiethnic. Stores in those markets are consistently among the fastest-growing, top-performing in the chain. To strengthen its bond with Hispanics, Penney’s introduced a Modelo Mundial, or World Model, contest and scholarship. The company features Spanish signage in stores.
PHOENIX-MESA, ARIZ. MSA
Number of Hispanic or Latino residents: 817,012; percentage of population: 25.1 percent
Family Dollar, a fast-growing chain with 4,600 stores in the U.S., is bullish on Phoenix, where it operates seven units. Hispanics make up about 23 percent of Arizona’s population and the chain, which emphasizes basic goods for the entire family, is popular with the demographic. Researchers say Hispanics prefer shopping with their families.
SAN ANTONIO MSA
Number of Hispanic or Latino residents: 816,037; percentage of population: 51.2 percent
The city’s large Hispanic community, drawn from Mexico and Central and South America, has a market buying power of $13 billion and a per-capita buying power of $11,052. In San Antonio, J.C. Penney’s micromerchandising efforts include bright-colored clothing for women and Mexican wedding shirts (long tunics) for men, and advertising circulars in Spanish.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty