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The Hispanic Apparel and Footwear Consumer - US - January 2016

With projected expenditures of $49.4 billion, Hispanics enjoy shopping for apparel and footwear not only for themselves but for other adults and children as well. Despite this, growth in the category is projected to be moderate, as Hispanics continue to look for value in the purchases they make. 

This Report is an update on Mintel’s The Hispanic Apparel and Footwear Consumers – US, November 2013 and covers the following:

  • Clothing and apparel for adults and children
  • Footwear for adults and children

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Hispanics’ expenditures on apparel and footwear projected to reach $59.5 billion by 2020
          • Figure 1: Expenditures by Hispanic households on apparel and footwear and fan chart forecast of market, at current prices, 2010-20
        • The issues
          • Hispanics enjoy shopping for apparel and footwear
            • Figure 2: Hispanics’ attitudes toward shopping for clothing and footwear – Shopping appeal, by gender and age, October 2015
          • Value is important when deciding where to buy
            • Figure 3: Stores where Hispanics purchase apparel and footwear, October 2015
          • Comfort gains relevance as Hispanics get older
            • Figure 4: Hispanics’ attitudes toward comfort and style, by gender and age, October 2015
          • The opportunities
            • Hispanics – moms in particular – enjoy buying children’s apparel and footwear
              • Figure 5: Incidence and share of Hispanics buying clothes and footwear for others, by gender and parental status, October 2015
            • Having an online strategy can drive sales online, but most importantly offline
              • Figure 6: Hispanics’ attitudes toward shopping for clothing and footwear – Browsing for products, by gender and age, October 2015
            • Sales create opportunities and challenges for brands and retailers
              • Figure 7: Reasons for buying apparel and footwear, October 2015
            • What it means
            • The Market – What You Need to Know

              • Hispanics estimated to have spent $49.4 billion on apparel and footwear in 2015
                • Women’s apparel accounts for 39% of all expenses in the category
                  • Market factors suggest a positive outlook
                  • Market Size and Forecast

                    • Hispanics’ expenditures on apparel and footwear projected to grow moderately
                      • Figure 8: Expenditures by Hispanic households on apparel and footwear and fan chart forecast of market, at current prices, 2010-20
                      • Figure 9: Expenditures by Hispanic households for apparel and footwear, at current prices, 2010-20
                  • Market Breakdown

                    • Expenditures on men’s and children’s apparel combined equals women’s
                      • Figure 10: Expenditures by Hispanic households for apparel and footwear, by segment, 2015
                    • Hispanics’ expenditures on men’s apparel grew the most
                      • Figure 11: Expenditures by Hispanic households on men’s apparel and fan chart forecast of market, at current prices, 2010-20
                    • Moderate growth on Hispanics’ expenditures on women’s apparel
                      • Figure 12: Expenditures by Hispanic households on women’s apparel and fan chart forecast of market, at current prices, 2010-20
                    • Hispanics’ expenditures children’s apparel to remain stable
                      • Figure 13: Expenditures by Hispanic households on children’s apparel and fan chart forecast of market, at current prices, 2010-20
                    • Modest growth on Hispanics’ expenditures on footwear
                      • Figure 14: Expenditures by Hispanic households on footwear and fan chart forecast of market, at current prices, 2010-20
                  • Market Perspective

                    • Hispanics work proactively on their appearances
                      • Hispanics over index on beauty product spending
                        • Appealing to Hispanics in a fragmented market
                          • Acculturation levels dictate with whom they spend their time
                          • Market Factors

                            • Improving labor market for Hispanics has a positive impact on their confidence
                              • Figure 15: Hispanic unemployment, January 2007-November 2015
                            • Hispanics live in larger households
                              • Figure 16: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
                            • Hispanic households more likely to include children
                              • Figure 17: Presence of children in household, by race and Hispanic origin, 2014
                          • Key Trends – What You Need to Know

                            • Value, promotions, and sales resonate with Hispanics
                              • Online shopping still a challenge
                                • Consumers may become more educated
                                • What’s Working?

                                  • Retailers focusing on value appeal to Hispanics
                                    • Promotions and sales
                                    • What’s Challenging?

                                      • Online shopping
                                        • Price comparisons on the rise
                                        • What’s Next?

                                          • An increasingly competitive market
                                          • The Consumer – What You Need to Know

                                            • Shopping for apparel and footwear is very appealing to Hispanics
                                              • Hispanics tend to buy apparel and footwear for others, too
                                                • Hispanics lean toward retailers that offer value
                                                  • Younger Hispanic males more prone to shop online
                                                    • Hispanics are more formal in their dress choices
                                                      • Hispanics’ purchase motivations mainly driven by replacement needs and sales
                                                        • Hispanics have issues with sizes and selection
                                                        • How Appealing Is Shopping to Hispanics

                                                            • Hispanics enjoy shopping for apparel and footwear
                                                              • Figure 18: Hispanics’ attitudes toward shopping for clothing and footwear – Shopping appeal, by gender and age, October 2015
                                                            • Unacculturated and bicultural more likely to enjoy shopping for their children
                                                              • Figure 19: Hispanics’ attitudes toward shopping for clothing and footwear – Shopping appeal, by level of acculturation, October 2015
                                                          • For Whom Hispanics Buy Apparel and Footwear

                                                              • The vast majority of Hispanics also buy apparel and footwear for others
                                                                • Figure 20: Incidence and share of Hispanics buying clothes and footwear for others, by gender and age, October 2015
                                                              • The focus “on themselves” is stronger among acculturated Hispanics
                                                                • Figure 21: Incidence and share of Hispanics buying clothes and footwear for others, by level of acculturation, October 2015
                                                              • Hispanics moms put their children first
                                                                • Figure 22: Incidence and share of Hispanics buying clothes and footwear for others, by gender and parental status, October 2015
                                                            • Where Hispanics Buy Apparel and Footwear

                                                                • Hispanics gravitate toward value when deciding where to buy
                                                                  • Figure 23: Stores where Hispanics purchase apparel and footwear, October 2015
                                                                • The expectation of good value resonates more among Hispanic women
                                                                  • Figure 24: Stores where Hispanics purchase apparel and footwear – Any purchase, by gender and age, October 2015
                                                                • Acculturated Hispanics visit fewer store types
                                                                  • Figure 25: Stores where Hispanics purchase apparel and footwear – Any purchase, by level of acculturation, October 2015
                                                              • Online Purchases

                                                                  • Online gaining strength among younger Hispanic males
                                                                    • Figure 26: Share of Hispanics’ purchases made online, by gender and age, October 2015
                                                                  • Share of online purchases increases with household income
                                                                    • Figure 27: Share of Hispanics’ purchases made online, by household income, October 2015
                                                                • What Apparel and Footwear Hispanics Buy

                                                                  • Hispanics more formal in their dress choices
                                                                    • Figure 28: Men’s apparel and accessories Hispanics bought in the past 12 months, Hispanics versus all, July 2014-September 2015
                                                                  • Dresses and skirts more popular among Hispanic women
                                                                    • Figure 29: Women’s apparel and accessories Hispanics bought in the past 12 months, Hispanics versus all, July 2014-September 2015
                                                                  • Dress shoes, sandals, and casual sneakers popular among Hispanics
                                                                    • Figure 30: Footwear Hispanics bought in the past 12 months, Hispanics versus all, July 2014-September 2015
                                                                • Reasons for Buying Apparel and Footwear

                                                                    • Need for replacement and sales move Hispanics to action
                                                                      • Figure 31: Reasons for buying apparel and footwear, October 2015
                                                                    • Younger Hispanics look to upgrade, older Hispanics to replace
                                                                      • Figure 32: Reasons for buying apparel and footwear, by gender and age, October 2015
                                                                    • Higher household income increases likelihood of impulse buying
                                                                      • Figure 33: Reasons for buying apparel and footwear, by household income, October 2015
                                                                  • Shopping Challenges for Apparel and Footwear

                                                                      • Finding the right item is a challenge to Hispanics
                                                                          • Figure 34: Challenges for Hispanics shopping for apparel and footwear, October 2015
                                                                        • Logistics and trust issues may hinder Hispanics’ online purchases
                                                                          • Figure 35: Challenges for Hispanics shopping for apparel and footwear – Online, by household income, October 2015
                                                                        • Unacculturated Hispanics shop at more stores before buying
                                                                          • Figure 36: Challenges for Hispanics shopping for apparel and footwear – Selection, by level of acculturation, October 2015
                                                                        • Women more likely to try things on
                                                                          • Figure 37: Challenges for Hispanics shopping for apparel and footwear – Trying things on, by gender and age, October 2015
                                                                      • What Hispanics Look For in Apparel and Footwear

                                                                          • Hispanics split on comfort versus style
                                                                            • Figure 38: Hispanics’ attitudes toward comfort and style, by gender and age, October 2015
                                                                          • Bicultural Hispanics more willing to sacrifice comfort
                                                                            • Figure 39: Hispanics’ attitudes toward comfort and style, by level of acculturation, October 2015
                                                                        • What Hispanics Think of Apparel and Footwear Brands

                                                                            • Good fitting clothing and footwear drive brand loyalty
                                                                              • Figure 40: Hispanics’ attitudes toward apparel and footwear brands, by gender and age, October 2015
                                                                            • Brand loyalty more likely among acculturated Hispanics
                                                                              • Figure 41: Hispanics’ attitudes toward apparel and footwear brands, by level of acculturation, October 2015
                                                                          • What Hispanics Think of Style

                                                                              • Hispanic women feel more pressure to look good at all times
                                                                                • Figure 42: Hispanics’ fashion styles – Looks, by level of acculturation, October 2015
                                                                              • Appearances carry more weight among unacculturated and bicultural Hispanics
                                                                                • Figure 43: Hispanics’ fashion styles – Looks, by level of acculturation, October 2015
                                                                            • Where Hispanics Get Fashion Ideas and Inspiration

                                                                                • Majority of Hispanics not openly looking for ideas and inspiration
                                                                                  • Figure 44: Hispanics’ fashion ideas and inspiration, by age and gender, October 2015
                                                                                • Bicultural Hispanics more open to external influence
                                                                                  • Figure 45: Hispanics’ fashion ideas and inspiration, by level of acculturation, October 2015
                                                                              • How Hispanics Browse for Apparel and Footwear

                                                                                  • Younger Hispanics rely more on technology when shopping
                                                                                      • Figure 46: Hispanics’ attitudes toward shopping for clothing and footwear – Browsing for products, by gender and age, October 2015
                                                                                    • Bicultural Hispanics more prone to online browsing
                                                                                      • Figure 47: Hispanics’ attitudes toward shopping for clothing and footwear – Browsing for products, by gender and age, October 2015
                                                                                  • What Hispanics Think of Apparel and Footwear Sales

                                                                                      • Sales more appealing to Hispanic women
                                                                                        • Figure 48: Hispanics’ attitudes toward shopping for clothing and footwear – Sales/value, by gender and age, October 2015
                                                                                      • As household income increases, value continues being a priority
                                                                                        • Figure 49: Hispanics’ attitudes toward shopping for clothing and footwear – Sales/value, by gender and age, October 2015
                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                      • Data sources
                                                                                        • Sales data
                                                                                          • Fan chart forecast
                                                                                            • Consumer survey data
                                                                                              • Abbreviations and terms
                                                                                                • Abbreviations
                                                                                                  • Terms
                                                                                                    • A note on acculturation
                                                                                                    • Appendix – The Market

                                                                                                        • Figure 50: Expenditures by Hispanic households on men's apparel, at current prices, 2010-20
                                                                                                        • Figure 51: Expenditures by Hispanic households on men's apparel, at inflation-adjusted prices, 2010-20
                                                                                                        • Figure 52: Expenditures by Hispanic households on women's apparel, at current prices, 2010-20
                                                                                                        • Figure 53: Expenditures by Hispanic households on women's apparel, at inflation-adjusted prices, 2010-20
                                                                                                        • Figure 54: Expenditures by Hispanic households on children's apparel, at current prices, 2010-20
                                                                                                        • Figure 55: Expenditures by Hispanic households on children's apparel, at inflation-adjusted prices, 2010-20
                                                                                                        • Figure 56: Expenditures by Hispanic households on footwear, at current prices, 2010-20
                                                                                                        • Figure 57: Expenditures by Hispanic households on footwear's apparel, at inflation-adjusted prices, 2010-20
                                                                                                    • Appendix – The Consumer

                                                                                                        • Figure 58: Men’s apparel and accessories Hispanics bought in the past 12 months, by gender, July 2014-September 2015
                                                                                                        • Figure 59: Men’s apparel and accessories Hispanics bought in the past 12 months, by age, July 2014-September 2015
                                                                                                        • Figure 60: Men’s apparel and accessories Hispanics bought in the past 12 months, by household income, July 2014-September 2015
                                                                                                        • Figure 61: Men’s apparel and accessories Hispanics bought in the past 12 months, by language spoken at home, July 2014-September 2015
                                                                                                        • Figure 62: Women’s apparel and accessories Hispanics bought in the past 12 months, by gender, July 2014-September 2015
                                                                                                        • Figure 63: Women’s apparel and accessories Hispanics bought in the past 12 months, by age, July 2014-September 2015
                                                                                                        • Figure 64: Women’s apparel and accessories Hispanics bought in the past 12 months, by household income, July 2014-September 2015
                                                                                                        • Figure 65: Women’s apparel and accessories Hispanics bought in the past 12 months, by language spoken at home, July 2014-September 2015
                                                                                                        • Figure 66: Footwear Hispanics bought in the past 12 months, by gender, July 2014-September 2015
                                                                                                        • Figure 67: Footwear Hispanics bought in the past 12 months, by age, July 2014-September 2015
                                                                                                        • Figure 68: Footwear Hispanics bought in the past 12 months, by household income, July 2014-September 2015
                                                                                                        • Figure 69: Footwear Hispanics bought in the past 12 months, by language spoken at home, July 2014-September 2015

                                                                                                    Companies Covered

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                                                                                                    The Hispanic Apparel and Footwear Consumer - US - January 2016

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