Surprise, Retailers: Latina Shoppers Are a Lot Like, You Know, Everybody Else

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As the Hispanic population in the United States grows, stores, brands and consultants are foaming at the mouth working to get a deeper understanding of the preferences of the Hispanic consumer. WWD reports on this mysterious new demographic: A survey of 1,900 subscribers to Latina Magazine has determined that the Latina woman "loves brands that are on-trend at an affordable price."

The top fifteen stores that Hispanic women shop (in descending order of purchases made in the last three months) are Victoria's Secret, Forever 21, Old Navy, H&M, Ann Taylor Loft, Michael Kors, New York & Co., Express, Gap, Levi's, Coach, Banana Republic, BCBG Max Azria, Guess, and Calvin Klein. Latina marketing director Patricia Oppenheimer explains: "Our research consistently shows that this acculturated Latina, even when 'budget sensitive,' likes to experiment—switch up her look and loves to buy fashion items seasonally."

So to conclude, the Latina shopper likes trends, Victoria's Secret, affordable pricing, high-low dressing, and buying clothes according to the season. Got it.
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