Fresh Results from Label Networks’ Hispanic Youth Culture Study ‘07 indicate that this growing demographic of 13-24-year-olds in the United States is influencing the future of fashion in youth culture in general in terms of top brands, influences, spending patterns, lifestyle traits, and trends. As the 2^nd largest population group in the United States, and the fastest growing demographic of young people overall, knowing what’s taking place within this demographic is important for determining business strategies in the future. Overall, the spending patterns of this market segment on fashion, as well as denim, T-shirts, and footwear, represent a new market opportunity and provide a chance for new brands to make headway, as well as older brands to re-invent themselves with fresh, relevant strategies.

One of the first aspects that we discovered in the fashion section when looking at the Hispanic youth culture as a profile compared with other demographics is that top new brands are unexpectedly considered favorites, and the source for finding out about new brands and styles is greatly influenced from Streets compared with Stores, Magazines, and other aspects. Stores generally are not as influential—one reason being that many young people do not think that the stores represent their lifestyle. In addition, the Internet plays heavily as a main source among younger demographics: 15-17-year-olds have the highest percentages that name the Internet as their key source of finding out about new fashion brands and styles, which then decreases among 18-20-year-olds, and even lower among 21-24-year-olds.

The mix of mainstream brands, authentic older brands, music-inspired brands, and top sports and action sports-inspired apparel brands in the most-favorite fashion brand category is interesting to note. As revealed in our overall North American Youth Culture Study, the association with music and apparel is clearly one of the top influences in favorite brands. (Top brands and additional information is available for subscribers of the North American Youth Culture Study ’07 package). However top action-sports inspired apparel brands tend to be higher among females than males.

Interestingly, the brand name is not as influential in terms of buying a specific brand among Hispanic youth culture as aspects such as style, comfort, and fit. By gender, the greatest differences are that females seek original style, quantified by much higher percentages in terms of why a brand is their favorite, compared with males. Original style among males is important, but important if others in their group are wearing the “original style” also.

In each of our global youth culture studies, we also ask, “Which country do you think is producing the freshest fashion trends today?” 40.3% overall in the Hispanic Youth Culture Study believe that the USA is producing the freshest fashion trends, however this is with 56.1% of males compared with only 29.3% of females. There is a real sense of nationalistic pride among males for the USA producing the freshest fashion trends. And while males generally have higher percentages than females for their home country, this is very distinct among the Hispanic youth culture marketplace and should be noted. 2^nd overall is the UK at 23.4% and 27.8% of females compared with 17% of males. Japan is 3^rd overall at 16.4% with 19.3% of females and 12.2% of males, then France at 7.5%, but with distinct differences with 10.6% of females compared with only 3% among males. Males rank Italy higher at 4.2% compared with 3.5% of females. Other interesting aspects are that China is relatively high at 2.8%, and higher among 15-17 and 18-20-year-olds, which is a trend we’ve seen increase in other youth markets well.

The importance of this question is that you can determine the aspirations of the marketplace and opportunities based on where they believe the freshest fashion trends are coming from. For example, for females, they are more open to fresh fashion coming from the UK, and Japan especially, compared with males. This is also true of their concepts for France. So these countries also have an influence on their thinking, fashion, styles, and spending patterns. Among males, clearly the strongest influences are coming from their own country. But then the UK, Japan, and Italy. Keeping these traits in mind can help determine where new trends and directions may be coming from for the Hispanic youth culture marketplace in the near future.

The Hispanic Youth Culture Study “Fashion Section” also includes spending patterns, top brands, greatest influences, buying decisions, turn-offs, retail influences, and store preferences, plus specific reports on denim, footwear (including sneaker culture), T-shirts, and shorts. For subscription information about the Hispanic Youth Culture Study overall, please contact info@labelnetworks.com; (323) 630-4000. The Hispanic Youth Culture Study is free for subscribers of the North American Youth Culture Study subscription package for 02007.