Blog Archives

Should you launch Hispanic-targeted products?

Keep in mind 4 things prior to launching a line solely for Latinos as the strategy to grow your brand’s Hispanic market share. The recent buzz about the success of Hispanic malls and J.Lo’s Viva Movil Hispanic-targeted cell phone shopping experience, or Mintel data showing

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Posted in Best Practices, Merchandising, Product Ideas

How to execute multilingual packaging

Ideas to minimize clutter and mitigate the risk of backlash by mainstream shoppers. Adding in-language copy to product packaging is one way that brands can strengthen their emotional connection to ethnic customers. However, many companies hesitate in doing so for

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Posted in Best Practices, Product Ideas

Jeans: What’s “Hispanic” About Them? – Part II

Product fit is another way to appeal to ethnic shoppers beyond language. Recently, I wrote about Hispanic initiatives needing to go beyond the translation of marketing messages and how a retailer might adapt its merchandising for jeans to appeal to

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Posted in Merchandising, Product Ideas