Apparel and Footwear: The Hispanic Consumer - US

Mintel International Group Ltd.
June 1, 2010
112 Pages - SKU: GN2731828
Countries covered: United States

In 2010, 62% of all Hispanics are under age 35 vs. 47.7% of the total U.S. population. This means that in within 20 years the majority of Hispanics will reach their highest income levels and will be able to purchase high-end clothing and more expensive brands of sneakers, children’s apparel, and accessories than ever before.

A few summers back, it seemed that every car that vibrated past you was playing a song by a Puerto Rican singer named Daddy Yankee. It was the dawn of reggaetón, a kind of Spanish-language hip-hop, and the party hit single, Gasolina, was this new revolution of music’s theme song. It was a base-heavy ditty about a girl who wanted more gasoline in her life. And it had that crossover reach the Macarena had on global nightclubs, but better: it came with an album, Barrio Fino, which sold more than a million copies with an entire fashion movement attached to it. All the while, a major sneaker company was taking careful note. Reebok’s Global Marketing team wanted to reach out to Hispanic youth, and they liked that the music appealed to both Hispanics and non-Hispanics. Reebok approached the Grammy-winning star and he became the first Latin artist to sign a deal with Reebok for a licensed clothing and accessory line called “DY,” which was released in the spring of 2006 and available in athletic retail stores. Daddy Yankee went on to became part of Reebok’s global ad campaign “I Am What I Am,” honoring icons in the arts, music and sports. Then young Latinos who deemed themselves hip had to have a pair of Reeboks.




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