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Back-To-School: PCA Predict A Promising Season For Asian American Marketing
Date:8/26/2013

Los Angeles, CA (PRWEB) August 26, 2013

PCA is seeing an increasing trend in multicultural marketing ensuring that brands will resonate more with the Asian American consumers. Schools and universities are ramping up for 2013/2014 school years and so is the retail industry. According to National Retail Federation 2013 Back-to-School Survey conducted by Prosper Insights & Analytics, families with school-age children will spend an average $634.78 on apparel, shoes, supplies and electronics. Total spending on back-to-school is expected to reach $26.7 billion. Total back-to-school and back-to-college spending combined will reach $72.5 billion[1].

“Companies are coming out with enticing advertisements and promotional efforts to attract consumers to purchase their products and services. More and more big brands are utilizing targeted marketing, not only directed to a particular age group or grade level but to the diverse ethnic groups that make up the U.S. market.” said Rey Lozano, VP of Marketing at PCA. According to a study conducted by Nielsen, Asian Americans are the fastest growing ethnic segment with a 51% increase since 2000 and a buying power of $718.4 billion in 2012, which is expected to top $1 trillion by 2017[2].

Additionally, a survey by Y Pulse among high school and college students, Asian American teens spend an average $140.97 per month on fashion, the most of any ethnic group, while white teenagers spend the least ($111.58) [3] . There is a great opportunity for brands to take advantage of the lucrative Asian American segment by focusing their marketing efforts and making use of ethnic media – TV, print, and online (which have the highest penetration amongst Asian Americans) [4] . If companies haven’t taken advantage of this opportunity in the past, the back-to-school season would certainly be a promising time to start.

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