Salsa Chic
The Hispanic market is young, fashionable, and growing by the minute
Joanne F. Schell

Photography: Peter Baker
Hair and Make-up: Alicia A. Kochis
Model: Alyssa Melendez/Clic
Clothing: L.A. Kitty
Eyewear: Nike style EV0190 Linear Soft Shield by Marchon

It's no surprise that retailers of all kinds of goods and services are wooing Hispanic customers. By 2007, one in five people in the United States will be of Hispanic origin, according to Ahorre Marketing, a Hispanic-focused advertising and promotions agency in New Fairfield, Conn.

The 40.5 million—and growing—buyers contributed 23 percent of the nation's total purchasing power in 2003 while accounting for only 13.8 percent of the U.S. population. And, by the year 2008, this population is expected to control more than one trillion dollars in spending power, according to the Selig Center for Economic Growth. If you haven't tapped it already, take a look at how you can build business in this hot market.

HOLA BIG SPENDER

Much of the spending activity among Hispanics marks efforts at Americanization, says Evan Gordon, president of Hispanicity, a Chicago-based Hispanic marketing agency. "A lot of it comes from the American dream," he says. "Part of the American dream is all the things you are exposed to, like Miss America, keeping up, seeing ads on TV, and watching supermodels."

Trend awareness also influences this market. "What I've seen with second- and third-generation Americans of Hispanic origin is that they are very fashion-conscious. They like to look good. They will spend more money on clothes, how they look, and the latest trends," Gordon says.

	Rhythm and Grace. (top) Phat Farm style MOD.5001 by Modo Eyewear. Sweatsuit by L.A. Kitty; (bottom Thalia style Vita by Kenmark Group. Top by ECI New York

LATINO LUXE

For an ECP, this desire for the best can translate into sales of top eyewear brands. "Cartier, Gucci, Dior, and Armani are extremely popular for us," says Marilyn Hernandez, administrator for Elios Optical in Miami. "We offer everything from basic $20 frames to Cartier frames. It depends on the patient, but most of the time, you have a patient who will look for the name brand."

"Many of these customers are very brand loyal," explains Gordon. ECPs underscore the fact that frequently individuals of Hispanic origin are less price conscious and more brand conscious than many of their other patients. They are also more loyal to brands they have tried to their satisfaction than many other customers.

Keep on top of the hottest trends in style and color, in addition to tried-and-true luxury names. Greens, whites, metals and silvers are the reported best sellers.

FOUNTAIN OF YOUTH

The majority of the growth in Hispanic marketing is generations X, Y, and younger. According to Ahorre Marketing, someone under 35 years old heads 38 percent of the more than 10 million Hispanic households in the U.S.

By 2010, the under-45 Hispanic market will increase to 8 million households, and $3 out of every $5 flowing to those homes will be in the hands of this younger-than-average segment.

"This burgeoning market is extremely diverse," says Lynn Franco, director of The Conference Board's Consumer Research Center, a non-profit research agency in New York City. "Marketers should be aware of extensive demographic and economic differences among the Hispanic household population."

So what's the best way to market to such a diverse group? Gordon of Hispanicity suggests placing advertisements in Hispanic media. "If you are targeting third-generation Hispanics, this can include marketing on the Internet as well," he says. "If you talk to them, they will come."

Luis Monsalve, optician and lab tech at the office of Michael Chesen, OD, in Miami, claims that word-of-mouth referrals are still the key to growing your Hispanic client base. "When someone comes in here, we make them feel at home," says Monsalve. "Customer service is most important."

Modern Movement. ecko unltd. style ECKO 5066 by Viva International Group

Se hablo Español?

Sultry Style. Paco Rabanne style PR 3008 from INDO. Top by JS Collections According to the PEW Center for Hispanic Research, seven percent of second-generation Hispanics are Spanish-language dominant, and zero percent of third-generation Hispanics are Spanish-language dominant. The new young generation of Hispanics have become Americanized and speak English more readily than their parents, which makes having a Spanish-speaking person in your store not as much of a necessity as before. "Nowadays, most of our clientele is bilingual," says Marilyn Hernandez, administrator for Elios Optical in Miami. Even those who do not speak fluent English can get along well enough to choose a pair of frames. "Most of our clientele speak English, even though it may not be their primary language," says Luis Monsalve, optician and lab tech at the office of Michael Chesen, OD, also in Miami. "But having bilingual people on staff is a plus." If you do not have anyone in your office who can speak Spanish, it's always good to know someone you can contact in a pinch. "We communicate as best we can with people who don't speak English," says Nick Weikum, optician for the offices of Roger Weikum, OD, with locations in Irving and Dallas. "But at one of the locations there is someone close by that I can grab if I need them." "It's not vital that you have a Spanish-speaking person in your office, but it still helps," says Evan Gordon, president of Hispanicity, a Hispanic marketing agency in Chicago. "But eyeglasses are not a cheap purchase, and most of the time people that are going to make a larger purchase will understand English or they will bring someone with them who does."