Fashion leadership, shopping enjoyment, and gender: Hispanic versus, Caucasian consumers׳ shopping preferences

• Hispanics indicate higher levels of fashion leadership and shopping enjoyment than Caucasians.
• Women are more likely to be fashion leaders than men.
• Generation Y Hispanic consumers prefer fast fashion and specialty stores.
• Generation Y Hispanic consumers focus on shopping in the stores, store displays, and internet store sites for their clothing inspiration.

The purpose of this study was to examine the role of gender and ethnicity of Hispanic and Caucasian Gen Y consumers as they impact fashion leadership and shopping enjoyment. Previous research comparing these groups on fashion leadership is limited. Results indicated that differences exist between ethnic groups, between genders, and between genders within the Hispanic group and among Hispanic fashion leaders. In general, Hispanics indicated higher levels of fashion leadership and shopping enjoyment. In addition, the research has implications regarding shopping channels and clothing idea sources among levels of Hispanic fashion leadership.