Chart from Label Networks%uFFFD Hispanic/Latino Youth Culture Profile Report 2009–Cross-tab by Gender
In Label Networks 3rd annual Hispanic/Latino Youth Culture Profile Report 2009, to be released next month, we take a look at top consumer insights based on a set of questions targeting Hispanic youth culture of 13-25-year-olds across a range of topics including fashion, sports, footwear, new media, technology, video gaming, entertainment, and other lifestyle traits.
In this story, one of the most revealing new market opportunities comes from footwear and sneaker culture. As the fastest-growing ethnic demographic in youth culture in the United States, knowing what’s most important to this demographic indicates where things are changing and how brands can better adjust marketing and advertising strategies. When it comes to footwear, many of the top brands in our Hispanic Youth Culture Profile Report 2009 are sneaker brands, which indicates the importance of sneakers to this marketplace.
Overall, among 13-25-year-old Hispanics, the number 1 brand is Converse at 27.1%, followed by Vans at 24%. One thing we’ve noticed over the years is that Vans tends to rank well within the Hispanic marketplace and again, as quantified here, is one of the leading brands second to Converse, and catching up in percentages. This then drops to Nike at 14.5% which has decreased within the demographic over the last 3 years.
Meanwhile, brands such as DC, Steve Madden, Circa, and Airwalk have increased, along with several music-inspired brands such as MacBeth, Fallen, Doc Martens, and T.U.K.
By gender, one of the most notable changes in the last few years is that Vans is now the #1 footwear brand preferred by Hispanic males at 22.1% whereas Converse still clearly ranks as the preferred brand among females at 36.4%, followed by Vans at 25.6%. What this indicates is that while Converse is #1 among females, there’s still a higher percentage among females that prefer Vans than males, indicating that this brand’s “genderless” appeal is one reason why it does so well. If you were to compare with Nike, for example, 19.1% of males prefer Nike, compaed with 10.7% of females, which is where Nike has slipped the most -among Hispanic females. Other interesting market opportunities are with Circa, Adidas, and MacBeth. Generally, these brands are much higher among males than females, indicating that they could increase their marketshare by attracting (and targeting) more Hispanic females, similar to how Vans has been able to capture this marketshare. Airwalk and Keds are just the opposite with higher percentages among females than males.
Overall, by looking at the charts and graphs by gender and age groups, and also the top brands that are listed further down the list, you can begin to see which brands are up-and-coming and which brands are starting to sink among this growing demographic. By gender the differences are unique and again by age groups. All of this indicates various directions for reaching specific target markets, and the potential for reaching a growing, new population base.
For more information about the Hispanic/Latino Youth Culture Profile Report 2009 email firstname.lastname@example.org; (323) 630-4000. This Report is free for 2009 Premium Subscribers.