The NPD Group Reports Hispanic Women Now Account For Close To One Out Of Five Dollars Spent On Women’s Fashion Footwear

Port Washington, NY, July 18, 2013The NPD Group, a global information company, reports that Hispanic women spent an estimated $3.3B on fashion footwear (June 2012 – May 2013), representing 18 percent of the total women’s fashion footwear market*.

“Hispanic women are a relevant, growing group of consumers,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc. “They are young, have increasing spending power, and believe in brand names and their value.”

The Hispanic consumer is spending more dollars at retailers offering brand names with the fashion footwear styles they want. Channels that focus on brand names and command higher price points, such as department stores, are benefiting from the higher spend and posting stronger growth.

Hispanic Women’s Fashion Footwear Spending – Department Stores vs. Mass Merchants
June 2012 – May 2013

  Hispanic Women’s Spending % Change vs. Prior Year White Non-Hispanic Women’s Spending % Change vs. Prior Year
Department Stores 14% -1%
Mass Merchants -16% 2%

Source: The NPD Group, Inc. / Consumer Tracking Service

“It is important to know if you are getting your fair share of the Hispanic consumer and if you are maximizing the potential on a local level to capture this critical opportunity,” said Cohen. “The Hispanic space is significant for retailers and manufacturers, but they must focus on Hispanic markets and understand what is driving the growth on the market level.”

Fashion boots is the number-one style in the total US market, but in the combined market cluster of El Paso, TX, Harlingen, TX, and Miami, FL, – pumps are number-one.

Top 5 Women’s Styles By Dollar Volume
Total US vs. Miami, El Paso, and Harlingen Market Cluster
May 2012 – April 2013

Total US Miami - El Paso - Harlingen Market Cluster
Fashion Boots Pumps
Pumps Fashion Boots
Slip-On/Loafer Thong
Ballerina/Skimmer Ballerina/Skimmer
Thong Slingback

Source: The NPD Group, Inc. / Retail Tracking Service / Store Level Data / Selected Fashion Footwear Retailers / Total US vs. El Paso, Harlingen, and Miami (combined)

“In order to drive fashion footwear growth at the market level in the highly populated Hispanic areas, feature the styles Hispanic women love,” said Cohen.

High Heels’ Contribution to Sales, Selected Markets
May 2012 – April 2013*  

  High Heels’ Contribution to Dollar Sales
Total US 28%
Miami 38%
El Paso 37%
Harlingen 37%

Source: The NPD Group, Inc. / Retail Tracking Service / Store Level Data / Selected Fashion Footwear Retailers / Total U.S. vs. Selected DMAs (combined)

“Fashion footwear is important to the Hispanic community, and opportunity is driven by local-level insight, so leverage behaviors that make Hispanics special, like their shopping style. Community-based strategies can be developed to maximize marketing dollars and nourish connections with valued customers,” concluded Cohen.

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