Benvenido!
Welcoming the Hispanic market and building your relationships with this influential population segment
By Marcy Bruch

Photography by Peter Baker
Styling by Carlton Jones/Illusions@Click
Hair and Make-up by Alicia Kochis
Models: Krista Truglio/McDonald/Richards and Sergio D'Larosa/M.D.R.

CASUAL CONTEMPLATION Kenneth Cole frame style Mel Gibsun for Clearvision. Shirt and pants by FAL. Furnishings and decorative accessories throughout courtesy of Pier 1 Imports

It's no secret that over the past five years Hispanics have taken the U.S. by storm, influencing the arts, politics, and day-to-day life. Whether it's J.Lo grooving on the streets of the Bronx, or the salsa beat of South Beach, Latinos are exercising their influence on culture and the economy.

As the nation's largest and fastest-growing minority group, Hispanics spent about $580 billion on goods and services in 2002, according to a Strategic Research Corporation study. Yet only about one percent of U.S. advertising dollars is allocated to reach them.

Currently, representing 37 million of the United States' total 288 million population, the Hispanic population has grown from 12.5 percent of the total in 2001 to 13.45 percent in 2002, according to the U.S. Census Bureau.

And their wallets are getting bigger, too. Household income among this segment has increased 15 percent over the past three years. The U.S. Census Bureau predicts one out of every four Americans will be Hispanic by the year 2010, and they are expected to spend a whopping $1 trillion per year.

	LAID-BACK LOOKS Alain Mikli frame style A0205-23. Shirt by FAL. Swimsuit bottom by J.Lo

DIFFERENCES AMONG HISPANICS

A one-style-fits-all approach will not successfully capture this market. Under the umbrella term Hispanic, there's a diverse mix of ethnicities all hailing from Spanish-speaking countries. According to the U.S. Census Bureau, 66.1 percent of Hispanics are of Mexican origin, 14.5 percent come from Central or South America, nine percent have roots in Puerto Rico, and four percent are of Cuban descent.

In terms of demographic spread, California has the largest concentration of Mexican Hispanics, New York City is home to a thriving Puerto Rican community, and Miami has long been known as the gateway for Cuban immigrants. Within each of these Hispanic hubs, there are distinct cultural variances, and marketers would be well advised to learn them.

BUENO, BONITA, BARATO

When it comes to selling Hispanics eyewear, Liliana Mejia, an optician at For Eyes, a chain whose stores include 13 locations in the greater Miami area, says first and foremost, the more staff members that speak Spanish, the better.

ILLUMINATED IMAGE D&G frame style 2103 for Marcolin. Clothing by FAL

"You should have at least one optician on the floor at all times who is fluent in Spanish," Mejia advises. "This is especially important when it comes to servicing older Hispanic customers or recent immigrants who are not as comfortable speaking the English language."

The criterion for buying frames within this group is consistent. "They say they want a frame that's bueno, bonita, and barato. In English, that means they want it to be good (durable), pretty, and cheap," says Mejia. In terms of trends, most of her Hispanic clientele is dark complexioned, so she likes to tint lenses the lightest shade of brown for a softer look on the face. Many men still prefer classic aviators when it comes to sunwear, while women like bold shields.

As an example of how trends among Hispanics vary, Mejia notes that gold metal frames continue to be popular with her Cuban clientele. By contrast, Alicia Alcala, general manager of a 5,200-square-foot dispensary in Jackson, Texas, and Lujan Eyecare Center, in San Antonio, Texas, says gold isn't popular among her Mexican clientele. "I'm selling a lot of rimless three-piece mounts to men and plastics to women."

About 75 percent of the customers walking through her door are Hispanic. To better service them, all but one of the 23 opticians on staff are bilingual. Her advice when first approaching a Hispanic customer? "Never prejudge their economic status, just because they are not dressed expensively doesn't mean they don't have money to spend on the best."

	GETTING IN THE SWIM On Sergio: Marc Echo frame style ECKS 8037. On Krista: Nike frame style Linear Square Flash 040 for Marchon. Swimsuit by J.Lo

BRANDS: A BADGE OF SUCCESS

When it comes to what many of Alcala's Hispanic customers want, offering any frame with a designer name is sure to be a winner with this group. "Brands carry a lot of cache among Hispanics because it's an indicator of their success," she says.

Richard Chavis, owner of Wizard of Eyes in the heart of New York City's Spanish Harlem, caters to a significant Puerto Rican audience and notes these patrons are even more conscious of the fashion trends than Anglo-Americans. "It stands to reason that they would want eyewear that's above the mainstream," he adds. Like Alcala, he says gold was popular three years ago, but now, light-tinted shields and rimless looks sell well for him, as well as angular plastics.

FAMILY TIES

Word-of-mouth among his Hispanic clientele has been key to much of the growth and success of Chavis' 16-year business. "Puerto Ricans are very family-oriented," he says. "If they like the service you give them, they will send their mother, their father, their, sister and their brother to have them get their eyewear from you, too. That kind of publicity you just can't buy."

Chavis also participates in local community celebrations and hangs a Puerto Rican flag outside his dispensary every year in honor of the Puerto Rican Day parade. "I'm proud to be part of the celebration, and I can attest that I wouldn't be where I am today without the patronage of this community."

THE LOOK OF LEISURE On Sergio: Ocean Drive frame style Vega for MOJA Design. Robe by FAL. Swimsuit by Jean Paul Gautier. On Krista: Thalia frame style Catalina for Kenmark. Swimsuit by J.Lo. Pants by FAL