Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Apparel and Footwear: The Hispanic Consumer - US - June 2010

More than any other group, Hispanics love to shop for clothing and apparel with their families as a recreational activity. As a result, they’re spending more time at the mall buying the latest sneakers, jeans and baby clothes, than non-Hispanics are. Spending on apparel and footwear has dropped in recent years amid a slumping economy, but Hispanic spending power—$1.2 trillion strong by 2012 and growing fast—is re-energizing this market segment. The footwear and apparel industry category has significant market share for retailers to target Hispanic shoppers with in-language and culturally relevant messages that will reward their businesses with loyal and active customers, now and even more so in the future.

This report examines the core factors influencing this market:

  • The differences in apparel and footwear shopping behaviors between Hispanics and non-Hispanics
  • How acculturation impacts the way Hispanics view clothing and footwear, including the cultural and psychological motivations behind their consumption
  • The differences in apparel and footwear shopping behaviors between Hispanic men and women
  • Where and how Hispanics shop for clothes and footwear
  • An exploration of Spanish-language media preferences by this consumer group
  • Behavioral differences and language preferences within the various income levels, as well as how language impacts the brands Hispanics purchase

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Consumer Expenditure Survey
              • Advertising
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The Hispanic apparel and footwear consumer
                          • What’s on Hispanics’ feet?
                            • Women’s apparel and accessories
                              • Men’s apparel and accessories
                                • Children’s apparel and footwear
                                  • Where Hispanics shop
                                    • Attitudes towards fashion
                                      • Advertising and promotion
                                        • U.S. Hispanic population
                                          • Demographics
                                            • Acculturation
                                            • Insights and Opportunities

                                                • Urban Latino Music adds Gasolina to the Mixture
                                                  • Jenny from the Blog: JLo sells, but so do Latinas online
                                                    • What’s in a name? The Nike Cortez and branding loyalty
                                                    • Inspire Insights

                                                        • Trend: Non-standard society
                                                          • What's it about?
                                                            • What we've seen
                                                              • Specifics
                                                                • Implications
                                                                  • Trend: Retro-acculturation
                                                                    • What's it about?
                                                                      • What we've seen
                                                                        • Specifics
                                                                          • Implications
                                                                          • The Hispanics Apparel and Footwear Consumer

                                                                            • Key points
                                                                              • Category expenditures
                                                                                • Figure 1: Average annual expenditures—Hispanic households, by expenditure category, 2002-10
                                                                                • Figure 2: Average annual expenditures—non-Hispanic households, by expenditure category, 2002-10
                                                                              • Distribution of expenditures
                                                                                • Figure 3: Average annual distribution of expenditures, by categories—Hispanics vs. non-Hispanics, 2008
                                                                              • Average annual apparel and footwear expenditures
                                                                                  • Figure 4: Average annual expenditures on apparel—Hispanics vs. non-Hispanics, 2008
                                                                                  • Figure 5: Distribution of average annual apparel expenditures—Hispanics vs. non-Hispanics, 2008
                                                                                • Who is the Hispanic apparel and footwear consumer
                                                                                  • The fashion-conscious are becoming budget-conscious
                                                                                      • Figure 6: Changes in household spending on apparel and footware among Hispanics, by household income, April 2010
                                                                                    • By language
                                                                                        • Figure 7: Changes in household spending on apparel and footwear among Hispanics, by language spoken in the home, April 2010
                                                                                    • What’s on Hispanics’ Feet?

                                                                                      • Key points
                                                                                        • Hispanics are the Imelda Marcoses of sneakers
                                                                                          • Figure 8: Purchase of athletic shoes/sneakers, by race/Hispanic origin, November 2008-December 2009
                                                                                        • Type of athletic shoes/sneakers purchased by race/Hispanic origin
                                                                                          • Figure 9: Type of athletic shoes/sneakers purchased in the past 12 months, by race/Hispanic origin, November 2008-December 2009
                                                                                        • Type of athletic shoes purchased by Hispanics
                                                                                          • By gender
                                                                                            • Figure 10: Type of athletic shoes/sneakers purchased—Hispanics, by gender, November 2008-December 2009
                                                                                          • By language
                                                                                            • Figure 11: Type of athletic shoes/sneakers purchased—Hispanics, by language spoken at home, November 2008-December 2009
                                                                                          • Brands preferred by Hispanics
                                                                                            • By language
                                                                                              • Figure 12: Brand of athletic shoes/sneakers purchased—Hispanics, by language spoken at home, November 2008-December 2009
                                                                                            • Middle-income Hispanics prefer Nike
                                                                                              • Figure 13: Brand of athletic shoes/sneakers purchased—Hispanics, by household income, November 2008-December 2009
                                                                                            • The athletic shoe buyer and the media
                                                                                              • Figure 14: Purchase of athletic shoes/sneakers—Hispanics, by type of media consumed, November 2008-December 2009
                                                                                          • Women’s Apparel and Accessories

                                                                                            • Key points
                                                                                              • Purchase of women’s apparel or accessories
                                                                                                • Figure 15: Purchase of women’s apparel or accessories, by race/Hispanic origin, November 2008-December 2009
                                                                                              • Hispanics by household income
                                                                                                • Figure 16: Purchase of women’s apparel or accessories—Hispanics, by household income, November 2008-December 2009
                                                                                              • Half of Hispanics are likely to purchase something for themselves
                                                                                                • Figure 17: Purchase of women’s apparel or accessories—Hispanics, by language spoken in the home, November 2008-December 2009
                                                                                              • Type of woman’s apparel purchased
                                                                                                • By language
                                                                                                  • Figure 18: Type of women’s apparel purchased in the past 12 months—Hispanics, by language spoken in the home, November 2008-December 2009
                                                                                                • Type of women’s footwear and accessories purchased
                                                                                                  • By language
                                                                                                    • Figure 19: Type of women’s footwear and accessories purchased in the past 12 months—Hispanics, by language spoken in the home, November 2008-December 2009
                                                                                                  • By educational attainment
                                                                                                    • Figure 20: Type of women’s footwear and accessories purchased in the past 12 months—Hispanics, by educational attainment, November 2008-December 2009
                                                                                                  • Woman’s apparel and accessories’ consumer and the media
                                                                                                    • Figure 21: Purchase of women’s apparel or accessories—Hispanics, by type of media consumed, November 2008-December 2009
                                                                                                • Men’s Apparel and Accessories

                                                                                                  • Key points
                                                                                                    • Purchase of men’s apparel or accessories
                                                                                                      • By race/Hispanic origin
                                                                                                        • Figure 22: Purchase of men’s apparel or accessories, by race/Hispanic origin, November 2008-December 2009
                                                                                                      • Hispanic shoppers by household income
                                                                                                        • Figure 23: Purchase of men’s apparel or accessories—Hispanics, by household income, November 2008-December 2009
                                                                                                      • Hispanics by language
                                                                                                        • Figure 24: Purchase of men’s apparel or accessories—Hispanics, by language spoken in the home, November 2008-December 2009
                                                                                                      • Type of men’s apparel purchased
                                                                                                        • Men by age
                                                                                                          • Figure 25: Type of men’s apparel purchased in the past 12 months—Hispanics, by age, November 2008-December 2009
                                                                                                        • Spanish-dominant purchase more utility-style clothes
                                                                                                          • Figure 26: Type of men’s apparel purchased in the past 12 months—Hispanics, by language spoken in the home, November 2008-December 2009
                                                                                                        • By household income
                                                                                                          • Figure 27: Type of men’s apparel purchased in the past 12 months—Hispanics, by household income, November 2008-December 2009
                                                                                                        • Type of men’s shoes and accessories purchased
                                                                                                          • By household income
                                                                                                            • Figure 28: Type of men’s accessories and footwear purchased in the past 12 months—Hispanics, by household income, November 2008-December 2009
                                                                                                          • By language
                                                                                                            • Figure 29: Type of men’s accessories and footwear purchased in the past 12 months—Hispanics, by language spoken in the home, November 2008-December 2009
                                                                                                          • Men’s apparel and accessories’ consumer and the media
                                                                                                            • Figure 30: Purchase of men’s apparel or accessories—Hispanics, by type of media consumed, November 2008-December 2009
                                                                                                        • Children’s Apparel and Footwear

                                                                                                          • Key points
                                                                                                            • The children’s clothing shopper in today’s economy
                                                                                                              • Hispanic parents cut back on clothing for themselves but not their children
                                                                                                                • Figure 31: Changes in shopping habits when shopping for children’s clothing—Hispanics, by household income, April 2010
                                                                                                              • By language
                                                                                                                • Figure 32: Changes in shopping habits when shopping for children’s clothing—Hispanics, by language spoken in the home, April 2010
                                                                                                              • Choice of retailers for children’s clothing
                                                                                                                • Fathers are more likely to indulge their children
                                                                                                                  • Figure 33: Retailers shopped for children’s clothing—Hispanics, by gender, April 2010
                                                                                                                • Spanish-dominant are more likely to purchase items for their children at more expensive stores
                                                                                                                  • Figure 34: Retailers shopped for children’s clothing—Hispanics, by language spoken in the home, April 2010
                                                                                                                • Income plays a role as to where Hispanics shop
                                                                                                                  • Figure 35: Retailers shopped for children’s clothing—Hispanics, by household income, April 2010
                                                                                                                • Choice of retailers for children’s footwear
                                                                                                                  • Men are willing to open the wallet wider than women
                                                                                                                    • Figure 36: Retailers shopped for children’s footwear—Hispanics, by gender, April 2010
                                                                                                                  • By language
                                                                                                                    • Figure 37: Retailers shopped for children’s footwear—Hispanics, by language spoken in the home, April 2010
                                                                                                                  • By household income
                                                                                                                    • Figure 38: Retailers shopped for children’s footwear—Hispanics, by household income, April 2010
                                                                                                                • Do Hispanics Shop and Where Do They Shop

                                                                                                                  • Key points
                                                                                                                    • By number of children in the household
                                                                                                                      • Figure 39: Purchase of apparel or footwear for adult or child—Hispanics, by number of children under the age of 15 in the home, April 2010
                                                                                                                    • By language
                                                                                                                      • Figure 40: Purchase of apparel or footwear for adult or child—Hispanics, by language spoken in the home, April 2010
                                                                                                                    • By income
                                                                                                                      • Figure 41: Purchase of apparel or footwear for adult or child—Hispanics, by household income, April 2010
                                                                                                                    • Preferred retailers for adult clothing
                                                                                                                      • By language
                                                                                                                        • Figure 42: Retailers shopped for adult clothing—Hispanics, by language spoken in the home, April 2010
                                                                                                                      • By household income
                                                                                                                        • Figure 43: Retailers shopped for adult clothing—Hispanics, by household income, April 2010
                                                                                                                      • Preferred retailers for adult footwear
                                                                                                                        • By gender
                                                                                                                          • Figure 44: Retailers shopped for adult footwear—Hispanics, by gender, April 2010
                                                                                                                        • By household income
                                                                                                                          • Figure 45: Retailers shopped for adult footwear—Hispanics, by household income, April 2010
                                                                                                                        • By language
                                                                                                                          • Figure 46: Retailers shopped for adult footwear—Hispanics, by language spoken in the home, April 2010
                                                                                                                        • Buying online
                                                                                                                          • Latinas are more likely than Latinos to shop online
                                                                                                                            • Figure 47: Items purchased online in the past 12 months—Hispanics, by gender, April 2010
                                                                                                                          • Older Hispanics more likely to be shopping online
                                                                                                                            • Figure 48: Items purchased online in the past 12 months—Hispanics, by age, April 2010
                                                                                                                          • By language
                                                                                                                            • Figure 49: Items purchased online in the past 12 months—Hispanics, by language spoken in the home, April 2010
                                                                                                                        • Attitudes Towards Fashion

                                                                                                                          • Key points
                                                                                                                            • Attitudes towards fashion
                                                                                                                              • By race/Hispanic origin
                                                                                                                                • Figure 50: Attitudes towards fashion, by race/Hispanic origin, November 2008-December 2009
                                                                                                                              • Hispanics’ attitudes towards appearance and fashion
                                                                                                                                • By gender
                                                                                                                                  • Figure 51: Attitudes towards personal appearence and fashion—Hispanics, by gender, April 2010
                                                                                                                                • Those with lower household income consider themselves to be more fashionable
                                                                                                                                  • Figure 52: Attitudes towards personal appearence and fashion—Hispanics, by household income, April 2010
                                                                                                                                • Spanish-dominant and bilingual Hispanics would like to see more Hispanic models used in ads
                                                                                                                                  • Figure 53: Attitudes towards personal appearence and fashion—Hispanics, by language spoken in the home, April 2010
                                                                                                                              • Advertising and Promotion

                                                                                                                                  • Key points
                                                                                                                                    • Cable networks and magazines
                                                                                                                                      • Hispanic cable networks
                                                                                                                                        • By age and gender
                                                                                                                                          • Figure 54: Hispanic cable networks viewed, by age and gender, November 2008-December 2009
                                                                                                                                        • By income
                                                                                                                                          • Figure 55: Hispanic cable networks viewed, by household income, November 2008-December 2009
                                                                                                                                        • By presence of children in the household
                                                                                                                                          • Figure 56: Hispanic cable networks viewed, by presence of children in the household, November 2008-December 2009
                                                                                                                                        • Magazines
                                                                                                                                          • By age and gender
                                                                                                                                            • Figure 57: Spanish-language magazines viewed in the past six months, by age and gender, November 2008-December 2009
                                                                                                                                            • Figure 58: Baring her Soles: Skechers Footwear features Latina pop singer, Christina Aguilera, print ad, 2009
                                                                                                                                          • By household income
                                                                                                                                            • Figure 59: Spanish-language magazines viewed in the past six months, by household income, November 2008-December 2009
                                                                                                                                          • By presence of children in the household
                                                                                                                                            • Figure 60: Spanish-language magazines viewed in the past six months, by presence of children in the household, November 2008-December 2009
                                                                                                                                          • Online
                                                                                                                                            • Who is visiting Spanish-language websites
                                                                                                                                              • Younger Hispanics are more likely to be online
                                                                                                                                                • Figure 61: Likelihood of visiting a Spanish-language website—Hispanics, by age, November 2008-December 2009
                                                                                                                                              • The higher the household income, the more likely to be online
                                                                                                                                                • Figure 62: Likelihood of visiting a Spanish-language website—Hispanics, by household income, November 2008-December 2009
                                                                                                                                              • Preferred Spanish-language websites
                                                                                                                                                • Women prefer sites linked to TV networks
                                                                                                                                                  • Figure 63: Spanish-language website visited in the last 30 days—Hispanics, by age and gender, November 2008-December 2009
                                                                                                                                                • Ads targeting the Hispanic consumer
                                                                                                                                                  • Sears
                                                                                                                                                    • Figure 64: Sears, His Family didn’t Just Give Him a Tree, American Wishtories, TV ad, December 2008
                                                                                                                                                  • Payless
                                                                                                                                                    • Figure 65: PayLess, Man Jumps Over Escalator to Join Women, TV ad, June 2007
                                                                                                                                                  • Reebok
                                                                                                                                                    • Figure 66: Reebok, Shoes Fall from Piñata, TV ad, August 2005
                                                                                                                                                  • Kmart
                                                                                                                                                    • Figure 67: Kmart, Girl Walks Down Hallway in Jeans, TV ad, July 2005
                                                                                                                                                • Cluster Analysis

                                                                                                                                                    • Appearance-aware
                                                                                                                                                      • Demographics
                                                                                                                                                        • Characteristics
                                                                                                                                                          • Opportunities
                                                                                                                                                            • Internet isolated
                                                                                                                                                              • Demographics
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Opportunities
                                                                                                                                                                    • Unfashionably online
                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Opportunities
                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                              • Figure 68: Hispanic apparel clusters, April 2010
                                                                                                                                                                              • Figure 69: Online purchases realized, by Hispanic apparel clusters, April 2010
                                                                                                                                                                              • Figure 70: Changes in household expenditures, by Hispanic apparel clusters, April 2010
                                                                                                                                                                              • Figure 71: Apparel and footwear purchases realized in the past year, by Hispanic apparel clusters, April 2010
                                                                                                                                                                              • Figure 72: Attitudes towards fashion, by Hispanic apparel clusters, April 2010
                                                                                                                                                                              • Figure 73: Retailers shopped for apparel and footwear, by Hispanic apparel clusters, April 2010
                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                              • Figure 74: Hispanic apparel clusters, by gender, April 2010
                                                                                                                                                                              • Figure 75: Hispanic apparel clusters, by age, April 2010
                                                                                                                                                                              • Figure 76: Hispanic apparel clusters, by household income, April 2010
                                                                                                                                                                              • Figure 77: Hispanic apparel clusters, by survey taken in English or Spanish, April 2010
                                                                                                                                                                              • Figure 78: Hispanic apparel clusters, by household internet access, April 2010
                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                            • U.S. Hispanic Population

                                                                                                                                                                                • Key facts
                                                                                                                                                                                  • U.S. population by race/Hispanic origin
                                                                                                                                                                                    • Figure 79: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                                    • Figure 80: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                                    • Figure 81: Population, by race and Hispanic origin, 2005-15
                                                                                                                                                                                  • The Hispanic and non-Hispanic population
                                                                                                                                                                                    • The Hispanic and total U.S. population by age
                                                                                                                                                                                      • Figure 82: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                                                      • Figure 83: Total U.S. population, by age, 2005-15
                                                                                                                                                                                    • The Hispanic and total U.S. population by gender
                                                                                                                                                                                      • Women
                                                                                                                                                                                        • Figure 84: Hispanic women, by age, 2005-15
                                                                                                                                                                                        • Figure 85: Total U.S. women population, by age, 2005-15
                                                                                                                                                                                      • Men
                                                                                                                                                                                        • Figure 86: Hispanic men, by age, 2005-15
                                                                                                                                                                                        • Figure 87: Total U.S. male population, by age, 2005-15
                                                                                                                                                                                      • Hispanic purchasing power
                                                                                                                                                                                        • Figure 88: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                                                      • U.S. household income distribution
                                                                                                                                                                                        • Figure 89: Median household income, by race and Hispanic origin of householder, 2008
                                                                                                                                                                                      • Hispanic income levels
                                                                                                                                                                                        • Figure 90: Largest Hispanic states, by Hispanic disposable income, 2005
                                                                                                                                                                                      • The Hispanic household
                                                                                                                                                                                        • Figure 91: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                                                        • Figure 92: Households, by number of persons in the household—Hispanics vs. all households, 2009
                                                                                                                                                                                        • Figure 93: Households with children, by race/Hispanic origin of householder, 2009
                                                                                                                                                                                        • Figure 94: Hispanic households, by presence and ages of children, 2009
                                                                                                                                                                                      • Generations
                                                                                                                                                                                        • Hispanics by generation
                                                                                                                                                                                          • Figure 95: Generations—Hispanics vs. non-Hispanics, 2009
                                                                                                                                                                                          • Figure 96: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                                                                                                                        • Hispanics by country of origin/heritage
                                                                                                                                                                                          • Figure 97: Hispanic population, by country of origin/ancestry, 2006-08
                                                                                                                                                                                          • Figure 98: Graph: Hispanics, by country of origin/heritage, 2006-08
                                                                                                                                                                                        • Hispanics by geographic concentration
                                                                                                                                                                                          • Figure 99: Hispanic population, by region, by country of origin/ancestry, 2006-08
                                                                                                                                                                                          • Figure 100: Graph: Hispanic population, by region, 2006-08
                                                                                                                                                                                          • Figure 101: Hispanic population in top five states, by country of origin, 2006-08
                                                                                                                                                                                        • States with greatest Hispanic population growth
                                                                                                                                                                                          • Figure 102: Hispanic population, states with greatest percentage increase, 2000 and 2006
                                                                                                                                                                                        • Key Hispanic metropolitan areas
                                                                                                                                                                                          • Figure 103: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
                                                                                                                                                                                        • Acculturation
                                                                                                                                                                                          • What is acculturation?
                                                                                                                                                                                            • Why is level of acculturation important?
                                                                                                                                                                                              • Levels of acculturation
                                                                                                                                                                                                  • Figure 104: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                                                • What is retro-acculturation?
                                                                                                                                                                                                  • Retro-acculturation
                                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                      • Figure 105: Average annual expenditures of CU reference person —Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                                      • Figure 106: Average annual expenditures, indexed to all CUs —Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                                      • Figure 107: Share of aggregate expenditures accounted for—Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                    Apparel and Footwear: The Hispanic Consumer - US - June 2010

                                                                                                                                                                                                    US $3,995.00 (Excl.Tax)