Tech Smart
We also know that Latina consumers are very likely to use their smartphones for comparison shopping and actual purchasing. Brick-and-mortar stores need to understand how to better use this technology to supply products to their Latina customers. E-commerce makes it very easy for retailers to provide their customers with choices and even use it as a testing ground to learn more about what they want.
Many brick-and-mortar stores still treat e-commerce as a mere extension of their regular business and not necessarily as a main artery to provide new, fashionable, cutting-edge and trendy products to their consumers. Many of them are still archaic in the way they are set up to handle their online presence.
This is where Latina shopper can experience options that result in a win/win for both them and retailers. The retailers, for example, dont have to buy the big units they normally do for their actual stores, and customers – at a small cost to the stores – get to decide if they like some of these new online fashion items.
Then retailers, because they’re buying smaller amounts of test units, can learn about their consumers – how much they’re willing to pay, what colors they prefer – and just how far they can push the fast-fashion envelope. All of this valuable information can then be transferred into their big store buys.
Beyond the Brands
These are just a few ideas of how Latina labels can significantly change the retail scene, making it relevant to a Latin base while also building their crossover business.
*But what else can these Latina celebrity brands bring awareness to?
-
- Do customers want products that speak to their heritage?
-
- Do they want products that are eco-friendly
- Do they want products that give back to their community or other Latin-specific causes?
*I welcome your thoughts please share your opinion at the bottom of the page, Facebook, Twitter, LinkedIn or info@latinbusinesstoday.com
The Latina customer base is a diverse group of women based on individual ethnic backgrounds, current geographic location in the U.S., and their ability to be bilingual or speak only Spanish or English.
Voices and Choices
These are just a few ideas that can be implemented by retailers featuring Latina brands. I hope that as more Latina celebrities decide which fashion choices are put into stores that they’ll also listen to the women who admire them. They now have the voice to reach out to retailers and push for important changes that are intertwined with the business of fashion.