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Fresh results from Label Networks’ Hispanic Youth Culture Study ’07 illustrates the astounding power, influence, and strength of America’s fast-growing demographic of 13-24-year-olds. As the 2nd largest population group in the United States, knowing what’s taking place and where new opportunities lie, is vital for creating the most successful future business strategies. Results indicate this demographic group represents a new chance for underground brands to make headway, as well as older brands to re-invent themselves with fresh, relevant innovations and crossover product launches.
Highlights from the Hispanic Youth Culture Study ’07 include:
- Sources for finding out about new brands and styles are greatly influenced from the Streets compared with Stores and Magazines
- Top fashion brands crossover mainstream, authentic/older, music-inspired, and top sports and action sports-inspired apparel brands. Interesting to note is that top action-sports inspired brands tend to be higher among females than males.
- Brand name is not as influential in terms of buying a specific brand among Hispanic youth culture compared with aspects such as Style, Comfort, and Fit
- 40.3% 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
- 92.3% of 13-24-year-olds watch Sports—this is significantly higher than other demographics
- Most-wanted electronic purchases indicate strong market opportunities for video gaming platforms among males; iPods among females
- Strong sneaker culture exists among Hispanic youth culture, but it crosses borders outside of the typical shell-toe brands and across different top store preferences based on specific reasons
- Future Concerns relate more to Success, especially among females, compared with other demographics that rank Happiness as #1
- Relationships are a top Future Concern among males which is far higher than females—this is just the opposite from other demographics
Courtesy of <http://www.researchandmarkets.com>
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