What Is Latina Fashion? Ámbar Is Target’s Answer

Talk about market segmentation.

By Julianne Hing Feb 13, 2014

It’s only a matter of time before Latinos become the new majority in the country. In California, that’s mere weeks away. With an eye on those demographic shifts, this week Target released Ámbar, a 39-piece line of women’s clothing geared toward the Latina shopper. The collection will be available online and in 50 stores around the country.

"With the rate the Hispanic population is growing, it is critical for us to offer a relevant assortment at a great value," Target’s segmentation merchant Jenny Panske said in a statement.

So what exactly is Latina fashion? And how much does that differ from the way non-Latinas dress? That’s not totally clear.

"While we think the new line will appeal to just about anyone with a flair for style, Ámbar was designed specifically with the Latina fashionista in mind," Target’s online magazine writes. According to Target that means bold colors, bright florals, on-trend black and white prints, colorblocking and easy silhouettes. Distinct fashion this is not.

It’s probably better then to think of the line as aggressively focused market segmentation instead of an actual aesthetic statement. But hey, at least Target didn’t try to sell huaraches or sombreros directly to Latina and Latino shoppers. Those they market to everyone.