Vogue editor Diana Vreeland once said that when a woman arrived in a dress made by Spanish designer Cristobal Balenciaga, she was “the only woman in the room. No other woman existed.”
Designer Carolina Herrera once said, “I want women to really look like women from today. It’s not from the past and not from the future, because I don’t know what happens in the future. It is the woman of today who I think is a seductive woman.”
From those who design clothes to those who wear and love them, Hispanics are as much a part of the fashion world as Manolo Blahnik and Oscar de la Renta – from the haute couture featured on red carpets to the fashionistas who buy them on sale at outlets or their knock offs at discount stores.
More than almost any other ethnic group, Hispanic women are bold in their fashion tastes, love to buy clothes, take risks other women won’t take, and refuse to be defined by a single style or look.
Their hemlines change as often as their tastes do, they know what they like when they see it, and they’re voracious readers of style magazines to give them direction on the hottest new thing.
“Hispanic women have fun with fashion,” said Liz Arreaga, partner at Mercury Mambo. “They’re up-to-the-minute, they like to try new things and they see fashion as an expression of ‘self’. Fashionistas are an ideal subject for anyone trying to market to this fun, high disposable-income shopper.
So if you’re in the business of marketing the newest, edgiest lines for the next season’s hottest looks, ignoring the fashionista would be an ill-fitting approach. Keep reading to find out why!
Fully one-fifth of Hispanic women discard their fashions after they’ve had them for a year, compared to only 10 percent of Caucasian women. They show a much stronger willingness to experiment with new styles, too – some 39 percent of Hispanics say they like the freshest looks, compared with 25 percent of Caucasian women.
Only a quarter of Hispanic women will tell you they’re slow to change their style – while a third of all other women say they like to stick with the same look.
More than half of Hispanic women (56 percent) buy their clothes on impulse – compared to only 49 percent of all other women.
And you’ll find that a quarter of Hispanic women refer to fashion magazines to help them decide what to buy, and a full 36 percent actively try to keep up with the latest fashion trend.
So get rid of last season’s marketing model and cozy up to the Latina fashionista! Your hemline, er, bottom line, will love you for it.