Tradition Reigns with Quinceañera
The Hispanic 15th birthday celebration known as Quinceañera commemorates a clear transformation in the lifestyle and concerns of young Latina women. The long-held tradition of Quinceañera formally confers responsibility and maturity upon a young Latina. What does this mean for the formalwear retailer looking to tap into potential customers?
Participants’ countries of origin spanned the Spanish-speaking regions in the Western Hemisphere, all with substantial niches in the U.S. population. A study published on Latino resource ZonaLatina.com makes the case that marketing to this group is different from traditional teens. Traditional U.S. demographics lump ages 12-17 together, which goes against Latino culture wherein there is a distinct difference between ages 12-14 and 15-17. As examples, following the rite of passage that is Quinceañera, girls significantly increase spending on beauty products, and their attitudes about perceived value in clothing shift away from peer influence.
It’s critical to understand the components of the ceremony surrounding Quinceañera which traditionally begins with a religious ceremony followed by a reception. The festivities include food and music and often a choreographed waltz or dance performed by the honoree and her Court. She chooses special friends to participate in what is called the Court of Honor. Usually, these young people are her closest friends, brothers, sisters and cousins.The Quinceañera’s Court of Honor can include all young girls (called Dama), all young men (called Chambelán or Escorte or Galán) or a combination of both.
The Quinceañera traditionally wears a ball gown, with her Court dressed in gowns and tuxedos. Guests usually receive small tokens to commemorate the celebration, and it’s customary for the honoree to receive a tiara, a cross or medal, a Bible or prayer book and rosary and a scepter.
To outfit the entire court as well as her family and guests, exhibitors at Atlanta Apparel are ready to showcase the latest styles in gown, tuxedos and accessories during August Market. Find everything to make the entire Quinceañera celebration one to remember for everyone.