Latinas and the Business of Fashion
Celebrity Latina fashion brand holders have the opportunity to tap into both Latina and crossover consumer markets
With so many Latina celebrities now working with major fashion retailers, it seems somewhat surprising that they haven’t more actively addressed actual Latina shopper needs. There are, however, many opportunities for them to do so, including creating real-women wear, addressing pricing realities and tapping into the latest tech trends. It seems today that every retailer is looking to create a successful brand using a Latina celebrity who can help capture a Latina – as well as crossover – customer base that has tremendous buying power. In 2004, we had Daisy Fuentes for Kohl’s and now, within a very short period of time, Jennifer Lopez for Kohl’s, Selena and Sophia Vergara for Kmart, and Eva Mendes for NY & Co. Aeropostale will have a small capsule collection created by Bethany G, and in 2015, we’ll have Thalia for Macy’s. But does this type of marketing actually work?-
- Are these inspirational celebrities doing anything at all to speak to what the Latin woman wants
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- Are they really giving her something that she cant find elsewhere in the market
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- What exactly does the average Latina want when it comes to shopping for herself at the typical mass retail fashion store