On a sunny summer day, Fordham Road is reminiscent of Times Square. Life here is a bustling, non-stop whirl of activity. From a bird’s-eye view, it looks like a massive anthill, with rapid movement that never ceases for a moment. The long stretch of blocks between Jerome and Webster Avenues is packed with a variety of stores, businesses, eateries, and office centers. It’s no surprise, then, that this area is a hub for numerous retail spaces targeting different demographics. In this article on bronxanka, we’ll explore the prevailing fashion trends on Fordham Road and the target audience for most of the stores in this area.
A Crossroads of Cultures, Classes, and Generations
Fordham Road serves as a sort of border between the North and South Bronx, where two “different” worlds of the borough collide. The more orderly and developed North Bronx meets the somewhat unruly, free-spirited South. While the rampant crime of the past has subsided in the south, the region is still distinct. Firstly, it has a higher percentage of immigrants among its population, and secondly, a lower standard of living. This is why Fordham Road hosts such a diverse array of shops: from branches of well-known, expensive brands to rows of street vendors selling cheap clothing. Read on at bronxanka.
Fordham retains features of the old Bronx but is gradually being transformed by the influence of corporate America, which is trying to claim these territories. Graffiti-covered walls and overflowing trash cans contrast with new businesses and clean sidewalks. Fordham Road is full of people at any time of year. Young people hang out after school, enjoying pizza and cool drinks; office workers fill all the nearby cafes for business lunches; and homemakers do their shopping.
Fordham Road is one of the main shopping hubs in the Bronx, and traffic during rush hour is extremely difficult. However, it has excellent transportation links. Nearby are the D and 4 subway stations, the Metro-North, and stops for various bus routes, making the area accessible for those coming from Woodlawn or Tremont. Although those neighborhoods also have shopping centers, their selection is limited to smaller stores, so people often come to Fordham Road to shop.
And it probably has the largest selection of international street food vendors in the Bronx.
Here, representatives of almost every nationality with a significant presence in the local population can find something close to their heart.
Big-Name Brands and Fast Fashion Stores
The stores on Fordham range from large chains to small family-owned shops. American brands like Foot Locker, Modell’s, Marshall’s, Sears, and Best Buy are represented here, symbolizing corporate America and holding their place in the daily consumption of Bronx residents. Products from famous brands such as GE, Microsoft, Nike, and Samsung are also available. After all, goods that were once considered luxuries are now seen as necessities. Almost everyone can now afford new smartphones, tablets, or trendy sneakers. For some, it’s a regular occurrence to update these items periodically, while for the lower class, it’s a long-awaited purchase for a holiday or the goal of systematic savings. Therefore, stores with electronics and expensive goods are no longer a rarity on Fordham.
Brand reputation also influences demand. If we compare the sneaker market, for example, the Bronx has many specialized stores: V.I.M, Jimmy Jazz, and BX Sports, as well as Foot Locker and Modell’s. Although the latter two have a largely similar selection and higher prices, residents from both North and South Bronx often shop there because Foot Locker and Modell’s have a better reputation.
In recent years, consumers on Fordham Road have started paying more attention to status. As a result, stores from large American chains like Gap, Zale’s, and American Eagle Outfitters have appeared. This was fueled by rising income levels, active social media use, and targeted advertising.
Stores like Pretty Girl, Danice, or Bon Bini offer fast fashion at affordable prices. The target audience for these retail outlets is mostly residents of the South Bronx who appreciate hip-hop and urban culture.
The Influence of Class on Consumer Behavior
Class is one of the primary factors shaping consumption. When it comes to fashion, it is always aimed at a specific audience. The stores on Fordham Road are mostly geared toward accessible fashion that is cheap and easy to acquire.
One such popular store is Pretty Girl. This retail chain emphasizes quantity over quality. These stores are known among lower-class residents for their affordable prices: tops cost only three dollars, and jeans are around ten. For fifty dollars, you can buy several outfits. Pretty Girl also offers shoes, accessories, and perfumes. The inventory includes items geared toward different age groups that align with current trends. The Pretty Girl on Fordham Road can rival the popularity of H&M on Fifth Avenue. Often, you’ll find imitations of collections featured in stores like H&M, but made from cheaper materials and with poorer quality stitching. You could say that H&M-level fashion trickles down to the working-class consumers of the Bronx through stores like Pretty Girl.
It should also be noted that the majority of clothing shoppers on Fordham Road are from diverse ethnic backgrounds. Most of them prefer colorful, bright items and loose-fitting styles with plenty of decorative elements. Wealthier clients who shop in premium shopping centers more often choose classic, restrained pieces, a neutral basic color palette, and minimalist design.
For an article on the features of local fashion in the Bronx, follow this link.
Hip-Hop Style: The Unchanging Heartbeat of the Bronx
In the Bronx, hip-hop not only shapes the musical landscape but also defines lifestyles, self-expression, and social status. Therefore, Fordham Road always offers a huge selection of clothing, footwear, and accessories in the street style. Baggy jeans, long tees, hoodies with bright prints, baseball caps, and tracksuits—all of this is available here in a wide variety.
Sneakers are a separate category. On Fordham, the selection is enormous: from stylized hip-hop models to understated, versatile sneakers that most people here wear to work. Meanwhile, athletic shoes like Jordans have become a status symbol among the youth, especially in poorer neighborhoods. Such sneakers not only function as footwear but also serve as an investment in one’s image and self-expression. There are unwritten parallels that have been established in the world of fashion regarding certain brands. For example, Converse is associated with emo culture, a pair of Vans makes you a skateboarder, and a pair of Jordans or Nikes gives you a cool image in the hip-hop crowd.
For women who are part of hip-hop culture, the choice of jeans is more important than sneakers. In women’s fashion, both loose, baggy jeans and tight, form-fitting ones are equally popular. Since hip-hop culture is closely linked with African Americans, the female body is often depicted in a stereotypical way—with curvaceous forms that are considered ideal for women in this subculture.
On Fordham Road, you can also find many items created based on the looks of popular rap, R&B, and hip-hop artists. Local mini-factories and sewing workshops quickly react to celebrity fashion, so here you can find pants like Kanye West’s or baseball caps like Rihanna’s.
Read more about the development of hip-hop fashion in the Bronx by following this link.