Retail Merchandiser - July/August 2013 - (Page 15)

CATEGORY INSIGHT Hispanic Footwear Hispanic consumers are spending more dollars at retailers offering brand names with the fashion footwear styles they want. H ispanic women spent an estimated $3.3 billion on fashion footwear from June 2012 to May 2013, according to The NPD Group Inc., Port Washington, N.Y. This amount represents 18 percent of the total women’s fashion footwear market. “Hispanic women are a relevant, growing group of consumers,” says Marshal Cohen, chief industry analyst, The NPD Group. “They are young, have increasing spending power, and believe in brand names and their value.” Channels that focus on brand names and command higher price points, such as department stores, are benefiting from the higher spending and posting stronger growth. “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,” Cohen says. “The Hispanic space is significant for retailers and manufacturers, but they must focus on Hispanic markets and understand what is driving the growth.” Fashion boots are the No. 1 style in the total U.S. market, but in the combined market of El Paso, Texas, Harlingen, Texas, and Miami, pumps are. “In order to drive fashion footwear growth in the highly populated Hispanic areas, feature the styles Hispanic women love,” Cohen recommends. “Fashion footwear is important to the Hispanic community, and opportunity is driven by local-level insight, so lever- age behaviors that make Hispanics special, like their shopping style,” he concludes. “Community-based strategies should be developed to maximize marketing dollars and nourish connections with valued customers.” 14% Increase in Hispanic women’s spending at department stores over last year -16% Decrease in Hispanic women’s spending at mass merchants over last year SOURCE: THE NPD GROUP, INC. / CONSUMER TRACKING SERVICE July/August 2013 retail merchandiser 15

Table of Contents for the Digital Edition of Retail Merchandiser - July/August 2013

Retail Merchandiser - July/August 2013
Digital Messaging
How to Bring New Life to the Center Store
Fall Toy Preview 2013
WWWDMAGIC 2013 Fashion Preview
Hispanic Footwear
Firm Fashion Fixture
Macy’s Magic
Generating Buzz
Looking Sharp
On the Trend
Shoe Sensation
Victorinox Swiss Army Inc.
Hiller’s Market
Patrick James Inc.
Art Van Furniture
Fairway Market
Architec Housewares
Easy Rest Adjustable Sleep Systems
Burnstad’s Market
Shoe Carnival Inc.
Destination XL
Hibbett Sports
R.H. Ledbetter Properties
Goodwill of Central Arizona
Beyond the Rack LLC
Cymax Canada
Diamond Nexus
New & Notable

Retail Merchandiser - July/August 2013