Fashion-retailing advertisers are paying more attention to Hispanic lifestyles and preferences in order to build loyalty among this crucial market segment. They are creating specific ads in Spanish language with Hispanic elements instead of simply dubbing English language versions. Trendy lifestyle retailer Target annually celebrates Hispanic Heritage Month during which it offers unique Hispanic themed products (Target Corporation, 2007). The company also engages in several Hispanic Outreach programs to build brand loyalty. Spanish language soaps called telenovelas are quite popular among Hispanics in America. Advertisers have been buying ads during telecast of telenovelas and other programs with high viewership among Hispanics. Marketers spent $5.3 billion on Spanish language TV advertising in the U.S in 2010 (Schechner, 2011).

Kohl’s has advertised on numerous TV, radio, and internet channels including Univision which is the most popular TV channel among Hispanics in America. Kohl’s has also attempted to reach customers through Oprah’s newly launched TV channel OWN as well as major Internet portals AOL and Yahoo! (Portada, 2010). Kohl’s has also become more aggressive in non-TV marketing channels such as direct mail, digital advertising, and emails during holidays seasons and the company also buys advertising space in Spanish language magazines (Tode, 2008).

The marketers should ensure that they reflect Hispanic lifestyles and value in ads targeted at the Hispanic segment. Hispanics usually retain high level of loyalty to their traditions and will be attracted towards the companies that seem to reflect respect for Hispanic traditions. The marketers should also attempt to identify marketing channels that will be more effective at reaching the Hispanics. The Hispanics market segment is on the average less educated thus, digital channels such as internet may not be the most effective at reaching them as compared to traditional channels like TV and print media.