Hitha Herzog
Hitha Herzog | |
|---|---|
| Other name | Hitha Prabhakar |
| Education | Smith College (BA); Columbia University (MA) |
| Occupations | Retail analyst; author; journalist |
| Employer | H Squared Research (founder) |
| Known for | Retail and consumer-spending analysis; Black Market Billions |
| Spouse | Seth Herzog |
| Website | https://www.hithaherzog.com |
Hitha Herzog (née Prabhakar) is an American retail and consumer-spending analyst, author, and journalist based in New York City.[1][2] She is the founder and chief research officer of H Squared Research, a research firm focused on retail, consumer spending, and technology, and is the author of Black Market Billions: How Organized Retail Crime Funds Terrorists.[1][3] A frequent television commentator on retail and consumer trends, she has appeared across national news networks and has taught at Parsons School of Design for more than a decade.[2][1]
Career
Herzog founded H Squared Research, which she has described as a data-driven research firm serving registered investment advisors, in 2012.[1] Through the firm she provides analysis on retail economics, consumer spending, and market strategy, and she is frequently quoted as a retail analyst by news outlets, including the New York Post, Good Morning America, ABC News, CBS affiliates, and Yahoo Finance.[2][4][5][6][7] Earlier in her career she worked as a retail reporter for Forbes Media, covering the luxury industry and men's fashion.[8]
Herzog is a part-time faculty member at Parsons School of Design, where she has taught technology and innovation for more than 13 years, and she is a senior fellow at the Data Catalyst Institute, a Washington, D.C., research organization, where her work focuses on small-business retailers.[1][9]
Journalism and media
Herzog has worked extensively as an on-air commentator on retail and consumer spending. She has been a correspondent at Bloomberg Television, a contributor at CNBC, and a contributor and co-host on Fox Business's Making Money with Charles Payne, and she has appeared on ABC News, NBC News programs including NBC Nightly News and Today, MSNBC, CNN, and BBC.[1][3] She has written as a consumer-spending columnist for outlets including U.S. News & World Report, Vogue India, and Newsweek.[1] She was also executive producer and a co-host of the podcast Divided States of Women, alongside Liz Plank.[10]
Black Market Billions
Herzog is the author of Black Market Billions: How Organized Retail Crime Funds Terrorists, published by FT Press, an investigation into organized retail crime and its connections to the financing of terrorism.[3][1] She has said she worked with the Los Angeles Police Department, Immigration and Customs Enforcement, and the FBI while researching the book, and she developed a companion mobile app intended to help consumers identify counterfeit merchandise.[3][8]
Recognition
A 2016 Forbes feature included Herzog in a list of prominent women executives of Indian heritage, and her professional biographies cite a Forbes designation as one of the most influential South Asian women in the United States.[3][1] According to her professional biography, she has been named to RETHINK Retail's Top Retail Experts list for five consecutive years and selected as one of the National Retail Federation's "32 NRF Voices."[1]
Education and personal life
Herzog holds a bachelor's degree in philosophy and economics from Smith College, which included a year at the London School of Economics, and a master's degree from the Columbia University Graduate School of Journalism.[3][1][8] She is married to comedian Seth Herzog.[11]
References
- ↑ 1.00 1.01 1.02 1.03 1.04 1.05 1.06 1.07 1.08 1.09 1.10 Herzog, Hitha (April 7, 2026). "Hitha Herzog partners with TEGNA to expand consumer and retail coverage". KREM 2. TEGNA.
- ↑ 2.0 2.1 2.2 Herzlich, Taylor; Fickenscher, Lisa (November 25, 2025). "American Eagle shares jump after Martha Stewart revealed as new face of brand after Sydney Sweeney controversy". New York Post.
- ↑ 3.0 3.1 3.2 3.3 3.4 3.5 Suhrawardi, Rebecca (June 13, 2016). "The Top Women Executives of Indian Heritage You Need to Know". Forbes.
- ↑ Team, GMA (May 16, 2023). "TikTok parents are spreading the word about Target's generous return policy". Good Morning America.
- ↑ Ault, Trevor (April 11, 2024). "What's behind the Costco gold rush craze and should you consider it". ABC7 News.
- ↑ Jojola, Jeremy (April 10, 2026). "A new report says inflation has surged. A retail analyst shares what to expect". CBS8. San Diego.
- ↑ DiPalma, Brooke (January 27, 2026). "Amazon to close Fresh and Go stores to focus on delivery, Whole Foods". Yahoo Finance.
- ↑ 8.0 8.1 8.2 "About Hitha Herzog". hithaherzog.com.
- ↑ "Hitha Herzog — speaker profile". Advertising Week New York 2025.
- ↑ "TueNight 10: Hitha Herzog". TueNight. November 21, 2017.
- ↑ "Hitha Herzog". Creative Santa Fe.