The Co. logo

menú

Yahritza y su Esencia, and a PR lesson brands can learn from.

Yahritza y su Esencia, and a PR lesson brands can learn from.

by | Aug 8, 2023 | Culture, PR

A lesson taught by Yahritza y Su Esencia

The Mexican-American pop star Yahritza has faced significant backlash in recent weeks over controversial comments she made about Mexico during a magazine interview. When asked about her heritage, Yahritza stated that she was “proud to be an American” and didn’t “really identify with Mexican culture anymore.” She also referred to Mexico as a “broken country” with “a lot of problems.”

These remarks sparked outrage among many Mexican and Mexican-American fans, who found her statements offensive and dismissive of her roots. Critics argued that she was disrespecting the very culture and community that supported her career for years. Some saw it as an act of betrayal and accused her of ingratitude after achieving mainstream success in America.

Within days, the backlash went viral online, with the hashtags #YahritzaIsOverParty and #YoNoSoyYahritza (meaning “I am not Yahritza”) trending on social media. Angry fans posted videos of themselves destroying or defacing Yahritza merchandise to protest her comments. A petition was even launched demanding she apologize.

Yarhitza mocking the way her soda is served in a bag and then apologizing after the backlash.

The controversy quickly escalated as brands and partners rushed to distance themselves from the embattled star. Makeup company Revlon announced it was ending its sponsorship deal with Yahritza, saying her views conflicted with their values of “diversity and inclusion.” Retail giant Target pulled all her products from its shelves. Radio stations stopped playing her music, and she was dropped from performing at several upcoming concerts and festivals.

The situation illustrates how today’s hyper-connected world can instantly amplify backlash and outrage when a celebrity makes an offensive or controversial statement. For brands that partner with influencers, it’s a cautionary tale about proper vetting and maintaining their values consistently.

To avoid similar PR crises, brands should thoroughly research influencers beforehand and assess their history of statements and conduct. Partnerships should only be formed with those whose public persona authentically aligns with the brand’s goals and ideals. Contracts can include morality clauses allowing brands to exit agreements if talent behaves controversially.

Brands must also act swiftly and decisively if an influencer they’ve partnered with does spark backlash for offensive behavior. Quickly acknowledging the controversy, reiterating their own values and terminating the relationship can help minimize damage to their reputation. Staying silent or inactive risks them being seen as complicit or apathetic.

And while it’s easy to dismiss their experience as a Generation Z squabble, remember that their demographic has $360 billion in disposable income, more than double what was estimated in 2020.

Ultimately, brands partnering with influencers must ensure their values are reflected at all times. With proper vetting and proactive reputation management, they can avoid the massive fallout that Yahritza is experiencing for her insensitive comments.

@yahritza

Aquí le dejamos este mensaje desde el fondo de nuestro corazones

♬ original sound - Yahritza
Hispanic shopping: one size does not fit all generations.

Hispanic shopping: one size does not fit all generations.

by | Jul 31, 2023 | Culture, Strategy

The Hispanic market represents a critical and rapidly growing demographic for brands today. However, marketers who take a one-size-fits-all approach to targeting this diverse community are missing key opportunities for connection. Generational divides shape distinct shopping behaviors, attitudes and values among Hispanic consumers. While Hispanic boomers display enduring brand loyalty rooted in their early experiences and life stage, millennials and Gen Z show more willingness to experiment, desire for customization, and comfort with digital experiences. The brands that will win with Hispanics are those that avoid generalization. By tailoring messaging and experiences to the unique shopping habits of each generation, marketers can foster deeper, lasting bonds across generations of Hispanic consumers. Taking the time to understand generational nuances is an investment that allows brands to grow alongside Hispanic communities for the long-term.

Boomers: The Status Quo

Here are a few key ways Hispanic boomer consumers (born approximately 1946-1964) tend to shop differently than Hispanic millennials and Gen Z:

  • More brand loyal: Hispanic boomers tend to be more brand loyal and gravitate towards brands they know and trust. They may be less likely to take risks on new or unknown brands.
  • More bargain focused: Price and finding a good deal is often important to boomer shoppers. They are frequently looking for sales, coupons, loyalty programs, etc. to maximize value.
  • Less online shopping: Hispanic boomers generally do less shopping online compared to younger generations who are digital natives. Boomers often prefer seeing/touching products in person.
  • Focus on quality: Hispanic boomers tend to focus more on product quality and durability. They may be willing to pay more for products that will last.
  • In-store shopping: Boomers enjoy going to brick-and-mortar stores to shop. The in-person shopping experience is more important to them than convenience.
  • Less impulse buying: Younger shoppers tend to be more impulse-driven. Boomers are more deliberate and selective when making purchases.
    Traditional payment: Boomers use cash, checks and traditional credit cards more. Younger generations are more likely to use newer digital payment methods like Apple Pay or PayPal.

Hispanic boomers grew up in an era when choice was more limited. Many consumer product categories were dominated by just a handful of major national brands, and boomers formed strong attachments to the brands they knew and trusted. For example, in the 1950s and 60s, Coca-Cola and Pepsi represented a large majority of the soft drink market. Boomers who grew up drinking Coke would be inclined to stick with Coke into adulthood rather than try an unfamiliar cola brand.

This loyalty extended beyond beverages into things like breakfast cereal (General Mills, Kellogg’s), hygiene and beauty products (P&G brands like Tide, Pantene), and automobiles (domestic brands like Ford, GM). By consistently delivering on quality and value over many years, these big brands engendered loyalty that Hispanic boomers came to rely on.

In contrast, millennials and Gen Z have grown up in a consumer environment defined by a proliferation of choices. Retail shelves and online stores now offer a dizzying array of brands clamoring for attention. Young Hispanics today feel less beholden to traditional mega brands and are more willing to experiment with alternatives, particularly brands that are perceived as new, trendy or niche. Their preference is to keep their options open rather than commit loyalty to a single brand.

Beyond habits formed in youth, boomers’ stronger sense of brand loyalty today is also related to their stage of life. As they age and face cognitive decline, sticking with familiar brands is comfortable and avoids confusion that comes with change. Retiring boomers on fixed incomes also have incentive to seek value in the brands they know will deliver quality for the price rather than risk disappointment from trying something new.

For marketers, Hispanic boomers’ brand loyalty presents an opportunity to further strengthen relationships with brands they already use. Effective tactics include emphasizing tradition, nostalgia and heritage in messaging to appeal to boomers’ memories over decades. Providing loyalty rewards, discounts and VIP treatment to long-term boomer customers also helps cement their allegiances. However, marketers must avoid changes that undermine the brand familiarity boomers rely on. Attempts to seem trendier or younger in branding risk alienating loyal older customers.

There are a few key reasons why Hispanic boomers tend to be more bargain-focused shoppers compared to younger generations, even if they have disposable income:

Frugality and saving money is ingrained.

Many Hispanic boomers were raised with values of frugality and stewardship. Wasting money or overspending was frowned upon. They learned skills like budgeting, clipping coupons and waiting for sales. These habits became ingrained at a young age and stuck with them even as they aged. Getting a deal gives a sense of satisfaction and achievement.

Retirement planning

Hispanic boomers today often have retirement on their minds. Even those with decent nest eggs want to make the most of their savings and avoid running out of money in old age. Sticking to a budget and not overpaying unnecessarily helps boomers prolong their retirement finances.

Fixed incomes

Some boomers are fully retired now and living on fixed incomes from social security, pensions or retirement savings. They have an increased incentive to spend wisely and make the most of limited funds. Finding bargains allows money to stretch further.

Debt avoidance

After witnessing economic ups and downs, many boomers are averse to taking on consumer debt, whether via credit cards or financing options. They grew up in an era when frugality was prioritized over buying on credit. Even if they have discretionary money, bargains allow them to save rather than debt finance purchases.

Value Over Status

Unlike younger consumers who may buy certain brands as status symbols, Hispanic boomers generally care more about functional value – getting quality at a good price. Name brands are less important to them if the product does not deliver value. They pride themselves on being informed shoppers.

Brands can appeal to younger Hispanic generations without alienating loyal boomer consumers through some careful balancing acts in their marketing:

  • Use multiple media channels – Increase digital marketing on social, mobile, streaming etc. for millennials/Gen Z, while still doing traditional TV, radio, print ads to reach boomers.
  • Segment in-store marketing – Design designated sections of stores/websites for trendy new products targeted at younger demographics, while maintaining the classic brand image boomers know in other areas.
  • Focus ad messaging on values important to each demographic – For younger consumers emphasize things like entrepreneurship, cultural pride, social causes. For boomers focus on tradition, supporting family, and lifetime loyalty.
  • Create sub-brands or product lines – Develop offshoot brands with separate names/packaging that attract younger shoppers seeking new and exciting. But maintain the core brand identity boomers recognize.
  • Enlist Hispanic influencers – Leverage young Hispanic social media influencers to organically promote products to millennials/Gen Z. But have traditional celebrity endorsers to appeal to boomers.
  • Omnichannel experience – Blend physical store and online options to give choice. Many boomers still want to see/touch products in person, while younger consumers prefer ordering online or via apps.
  • Customer loyalty programs – Offer enhanced rewards and VIP access to loyal older customers who have purchased the brand for years. Give new digital perks on apps for millennials/Gen Z.

The key is to progress the brand in ways appealing to younger demographics but without suddenly overhauling the brand identity and losing trust. A balanced effort preserves that crossover appeal.

Download this Post as a PDF

Don’t have time to read the full post now and prefer to get the highlights in an easy-to-digest pdf format you can also share internally with your colleagues?

Click to download
10 challenges brands have breaking into the Hispanic market.

10 challenges brands have breaking into the Hispanic market.

by | Jul 27, 2023 | Culture, Resources

Brands that want to sell their products to the Hispanic market are faced with peculiar challenges that weigh heavy on cultural disconnects. Here’s a list of those top challenges and how your organization can address them.

Hispanic market challenges and the solutions

  1. Language barriers – Hire bilingual marketing staff, translate ads and content into Spanish. Also, don’t forget that the same Spanish words have different meanings across different dialects.
  2. Cultural differences – Research Hispanic cultural values and customs, adapt messaging and positioning. Check out our other post on “Latin American celebrations to add to your marketing calendar.”
  3. Lack of media representation – Increase Hispanic representation in ads and campaigns, partner with Hispanic influencers.
  4. Difficulty connecting with younger generations – Leverage digital marketing and social media favored by younger Hispanics.
  5. Not having a tailored strategy – Develop Hispanic-specific marketing plans, don’t just translate general market efforts.
  6. Distribution challenges – Build relationships with Hispanic grocery chains and retailers frequented by the demographic.
  7. Lack of pop culture knowledge – Familiar with the July 2023 breakup of Rauwsalia or the rise of Peso Pluma that topped the Spotify charts after dear Benito, aka Bad Bunny, was seen hanging around Kendall Jenner? Didn’t think so. Immerse marketing teams in Hispanic culture, media, and communities.
  8. Budget constraints – Reallocate a portion of marketing budget specifically for Hispanic efforts. Start small and test.
  9. Measuring ROI – While this is a standard Marketing 101 practice, set specific KPIs for Hispanic marketing efforts, track engagement and conversions. A disproportionate percent of working class Hispanics have little to no use for desktops, so their main source of media consumption is via mobile.
  10. Trust and brand perceptions – Authentically engage the Hispanic community long-term, not just targeting for sales. Build grassroots connections. They can smell Hispandering faster than “caldo de pollo” in 100°F weather.

The Hispanic market, specifically the working class, has a high wall of where they spend their hard-earned dollars; often after being overworked and underpaid.

But they’re also a loyal demographic that once you earn their respect, they’ll be your brand ambassadors.

Download this Post as a PDF

Don’t have time to read the full post now and prefer to get the highlights in an easy-to-digest pdf format you can also share internally with your colleagues?

Click to download
Hispanic fashion icons & trends captivating Gen Z.

Hispanic fashion icons & trends captivating Gen Z.

by | Jul 21, 2023 | Culture, Fashion, Gen Z

The road to Gen Z.

The world of fashion is a dynamic landscape that often serves as a reflection of societal trends, values, and individual self-expression. In recent years, the evolution of Hispanic fashion icons has brought about a transformative shift in American media. From iconic designers to influential celebrities, the Hispanic community has left an indelible mark on the fashion industry, resonating particularly with the Gen Z demographic.

Today, we delve into the controversial yet captivating journey of Hispanic fashion icons, exploring their influence on American media and offering examples that marketers can leverage to connect with the Gen Z Hispanic audience.

Historical Underrepresentation

Historically, the American fashion industry has struggled with inclusivity and representation, with minority voices frequently silenced or ignored. The Hispanic community, despite its rich cultural tapestry, has faced underrepresentation and cultural appropriation in mainstream media. However, a new era is dawning, as Gen Z disrupts the status quo by demanding authenticity and diversity.

Historical Background of Gaucho Pants

Gaucho pants trace their origins to the heart of Latin America, specifically with the cowherds of Argentina known as gauchos. Emerging in the mid-18th century, these distinctive trousers were practical attire for life on the range. Designed with wide legs and an oversized crotch, gaucho pants provided comfort and freedom of movement for cowherds who spent long hours on horseback.

Modeled after knee-length trousers similar to culottes, these pants were cropped just below the knee. This design was not just for style but served a functional purpose. The loose fit and extra fabric allowed for ease of sitting in the saddle, making long rides across the pampas more bearable.

Today, the influence of the traditional gaucho pant has transcended its utilitarian roots. Modern iterations often feature faux leather materials and can be found in women’s business attire, frequently styled with strappy heels and oversized blazers. This fusion of historical practicality and contemporary fashion underscores the enduring legacy of gowns within the context of clothing evolution.

Icons Leading the Way

Oscar de la Renta: A pioneer in the fashion industry, de la Renta hails from the Dominican Republic. He revolutionized American fashion with his impeccable designs, showcasing a fusion of Latin elegance and Western aesthetics. His influence has transcended generations, as his brand continues to resonate with Gen Z fashion enthusiasts.

Jennifer Lopez: An undeniable force in the entertainment and fashion worlds, Lopez has redefined red carpet glamour. Her ability to seamlessly blend street style with high fashion has garnered her recognition as a trendsetter. From her iconic Versace jungle-print dress to her streetwear-inspired ensembles, Lopez epitomizes the duality of the Hispanic-American experience.

Balmain x Bad Bunny Collaboration: The collaboration between luxury brand Balmain and Puerto Rican trap artist Bad Bunny showcased the potential for cross-pollination between fashion and music. The collection’s fusion of urban streetwear and high-end couture drew attention to the influence of Hispanic culture on fashion trends.

The Origin of the Panama Hat

The Panama hat, a timeless accessory renowned for its elegance, actually originates from Ecuador, not Panama. These iconic hats are traditionally crafted from toquilla straw, meticulously woven by skilled Ecuadorian artisans.

Why It’s Called a Panama Hat

The confusion surrounding the hat’s name arises from historical trade routes. In the 19th century, Panama was a bustling commerce hub where these Ecuadorian hats were commonly sold. Workers on the Panama Canal also popularized them, leading many to associate the hats with Panama instead of their true origin.

Variations Across Regions

Over time, the art of weaving these hats spread across South America and even into Mexico. For example, in Mexico, the jipijapa hat is a popular variation made from local straw. This regional diversification has enriched the cultural tapestry of this classic accessory, making it a beloved staple worldwide.

By understanding its rich history and origin, we truly appreciate why the Panama hat remains a cherished fashion icon.

The Cultural Significance of Ruffles in Latin American Fashion

Ruffles are more than just a fashion statement in Latin American cultures; they carry deep cultural significance. Historically, these intricate fabric details have been linked to the Southern gentlewoman aesthetic, embodying class and perhaps a touch of nostalgia. However, contemporary fashion designers have reimagined ruffles to resonate with modern sensibilities, making them ultra-feminine and red-carpet-ready.

Traditional Garments

Ruffles are a defining feature in many traditional Latin American garments. For instance:

  1. Pollera: A long, layered skirt often finished with ruffles at the hem.
  2. Salsa Dresses: Vibrant, flowing dresses are perfect for the energetic dance form.
  3. Flamenco Dresses: Though originally from Spain, these ruffle-laden dresses are deeply indicative of Latin America’s colonial history and cultural blend.

Modern Interpretations

Today’s designers, including numerous acclaimed Latin American fashion icons, continue to draw on this rich heritage. They use ruffles in avant-garde ways, such as macro-ruffles and tulle ruffle details, to create striking, feminine silhouettes that capture global attention.

Ruffles in Latin American fashion are more than decorative elements—they are a symbol of cultural identity and history. From traditional wear to modern designer collections, they embody a blend of heritage and contemporary style, making them a timeless feature in the fashion landscape.

The Origin and Design of the Carriel Bag

The Carriel bag traces its roots back to the lush, coffee-producing valleys of Colombia, specifically in regions like Antioquia. This unique bag emerged out of necessity among the muleteers, known locally as arrieros. These arrieros embarked on arduous journeys through the rugged Andes Mountains to reach the fertile areas ideal for coffee cultivation.

Practical and Efficient Design

The design of the Carriel bag is both innovative and practical. It features accordion-like folds that allow it to expand, providing ample storage without becoming bulky or cumbersome. This clever design enabled arrieros to carry all their essential belongings while retaining mobility and lightness.

Key Features

  • Accordion Folds: Expandable storage allows for greater carrying capacity.
  • Top Flap: Offers protection for the contents while ensuring quick access.
  • Hands-Free Carrying: Designed to be worn across the body, keeping the user’s hands free for other tasks.

The Carriel bag originally served as a vital tool for muleteers, who needed to carry personal items, medicines, and religious artifacts across long and challenging treks. By keeping their hands free, the arrieros could more easily manage their mules and navigate the difficult Andean terrain.

Today, the Carriel bag has transcended its utilitarian origins to become a cherished cultural symbol and a fashionable accessory, appreciated for both its historical significance and timeless design.

The Historical Use of the Carriel Bag in Colombia

The Carriel bag played a pivotal role in Colombian history, particularly among the arrieros (muleteers) traversing the Andean mountains. Originally designed for practicality, these bags featured accordion-like folds and a top flap, enabling users to carry an array of items without adding excessive weight or compromising mobility.

Origins in the Coffee Valleys

The Carriel bag, known in local terms as a guarniel, emerged from the coffee-producing valleys of Colombia, such as Antioquia. These regions were characterized by their ideal coffee-growing conditions, but accessing them required long and arduous journeys over challenging terrain.

Essential for Muleteers

Muleteers relied heavily on Carriel bags during their travels. The bags were indispensable for carrying personal belongings, including:

  • Medicine: Necessary for treating ailments on the go.
  • Religious Artifacts: Objects of spiritual significance to the wearer.
  • Miscellaneous Items: Tools, food, and other essentials for survival.

Hands-Free Convenience

The design of the Carriel allowed arrieros to keep their hands free, which was crucial while managing mules and navigating rugged landscapes. This hands-free convenience made the Carriel an essential tool for surviving extended journeys through the Andes.

In summary, the Carriel bag was a versatile and practical accessory for Colombian muleteers, embodying both cultural significance and utilitarian benefits.

The Gen Z influence

Gen Z, known for its digital prowess and commitment to social justice, is at the forefront of driving change in the fashion industry. This demographic demands representation, inclusivity, and authenticity from brands, urging marketers to rethink their strategies.

Social media and the rise of influencers

The emergence of social media platforms has democratized fashion, allowing individuals to become influencers and trendsetters in their own right. Hispanic Gen Z influencers like Lele Pons and Alex Costa have gained massive followings, connecting with audiences through their unique style and cultural pride.

Celebrating identity and hybrid styles

Gen Z Hispanics are embracing their cultural heritage while navigating the complexities of their American identity. This has given rise to a hybrid fashion aesthetic that fuses traditional elements with contemporary trends. Brands that understand and celebrate this duality can resonate deeply with this audience.

What Variations of the Panama Hat Exist Across Latin America?

The classic Panama hat, traditionally made from toquilla straw in Ecuador, has inspired numerous variations throughout Latin America. These adaptations utilize abundant local materials and reflect the unique cultural influences of each region.

Variations Across South America:

  1. Jipijapa Hat (Mexico): A prominent variation, the jipijapa hat, hails from Mexico. This style uses jipijapa palm fibers, renowned for their fine weave and durability.
  2. Montecristi Hat (Ecuador): Famously originating from Montecristi, Ecuador, these hats are known for their finely woven texture and exceptional quality, often considered the gold standard of Panama hats.
  3. Cuenca Hat (Ecuador): Another Ecuadorian variant, the Cuenca hat, features a slightly coarser weave but offers a more affordable option while maintaining the classic aesthetic.

Variations Across Central America:

  1. Panama Hat (Panama): Despite its name, Panama was crucial in popularizing the hat in the 19th century due to its status as a major commercial hub.
  2. Colombian Aguadeño Hat (Colombia): This version from Colombia uses locally-sourced materials and often incorporates a wider brim, designed to provide extra protection from the sun.

These regional variations not only showcase the versatility of the Panama hat but also highlight the rich artisanal traditions and diverse cultures across Latin America. Each hat tells a story of its origin, offering both style and functionality.

How Are Gaucho Pants Styled in Contemporary Fashion?

Gaucho pants have made a remarkable comeback in today’s fashion landscape. These versatile, wide-legged trousers are not just for casual settings anymore; they’re being styled in chic, modern ways that suit a variety of occasions.

Office-Ready Look

For the professional woman, gaucho pants can be seamlessly integrated into a work wardrobe. Pair them with an oversized blazer and a crisp, tailored blouse. Strappy heels add a touch of elegance, balancing the relaxed fit of the gaucho pants with a sophisticated edge.

Casual Chic

On weekends or for more laid-back settings, gaucho pants can be dressed down without losing any style points. Team them with a fitted tee or a crop top for a relaxed vibe. Slip on some comfortable sneakers or flats to complete this effortless, yet trendy look.

Evening Glam

Yes, you can even wear gaucho pants for a night out. Choose a pair in luxe fabrics like satin or faux leather. Add a statement top—perhaps something sequined or with intricate detailing. Finish the ensemble with high-heeled sandals and bold accessories to capture everyone’s attention.

Styling Tips

  • Layers: Layering with gaucho pants can add depth to your outfit. Consider a long trench coat or a short, fitted jacket depending on the look you’re going for.
  • Accessories: Don’t forget the accessories. A chunky necklace or an elegant watch can significantly elevate your style.
  • Proportions: Keep an eye on proportions. Since gaucho pants are wide-legged, pairing them with more fitted tops tends to create a balanced silhouette.

From professional settings to casual hangouts and evening events, gaucho pants offer a versatile wardrobe option that’s both fashionable and functional.

Navigating controversy

The intersection of culture, identity, and fashion can sometimes give rise to controversy. Brands looking to tap into the Gen Z Hispanic demographic must approach their marketing strategies with cultural sensitivity, avoiding appropriation or tokenization. Authenticity is key, and involving Hispanic voices in the creative process is crucial to crafting respectful and appealing campaigns.

How is the Bolero Jacket Styled in Modern Fashion?

The bolero jacket has evolved significantly from its Spanish origins, where it drew inspiration from matador costumes and traditional dance attire.

Versatility in Modern Wardrobes

Today, the bolero jacket is a versatile piece in contemporary fashion, often seen in ultra-cropped, ribbed designs made from soft, comfortable knits. This modern iteration pairs effortlessly with various outfits, adding a chic touch without overwhelming the look.

Styling Tips:

  • Casual Layering: For a relaxed vibe, layer a soft knit bolero over a simple tank top or tee. This combination works well with high-waisted jeans or skirts, offering both comfort and style.

  • Elegant Evening Wear: For a more formal occasion, choose a sleek bolero in luxurious fabric like satin or velvet. This can be draped over a cocktail dress or a sleek jumpsuit, adding sophistication while keeping the look modern.

  • Street Style Edge: Boleros in bold colors or patterns can add a street style flair. Pair them with graphic tees, leather pants, or distressed denim to make a fashion-forward statement.

Popular Trends:

  1. Ribbed Knits: These provide a fitted silhouette that complements various body types, making them a favorite for casual and semi-formal outfits.

  2. Embellished Designs: Boleros adorned with sequins, embroidery, or beads bring a touch of glam to any ensemble, ideal for parties and special events.

  3. Open-front Styles: These offer a relaxed, easygoing appearance, perfect for layering over flowy dresses or blouses for a balanced look.

The bolero jacket in modern fashion serves as both a functional and stylish piece. Its adaptability ensures it’s a suitable addition to any wardrobe, effortlessly transitioning between casual and elegant settings.

The History and Origin of the Bolero Jacket

The Bolero jacket traces its roots back to Spain, where it was initially inspired by the flamboyant costumes of matadors, known as chaquetillas. These short, fitted jackets were not just a functional part of a bullfighter’s ensemble but also a statement piece reflecting the vibrant culture and intense drama of the bullring.

In addition to its association with bullfighting, the Bolero jacket shares its name with a traditional Spanish dance from the 18th century, underscoring its cultural significance. The dance, characterized by its lively and rhythmic movements, influenced the jacket’s design, lending it an air of elegance and vivacity.

When Spaniards colonized parts of South and Central America, the Bolero jacket’s influence spread across these regions. It evolved into a cardigan-like top often fastened with a string and worn over a dress, blending with local fashion and customs.

Today, the Bolero jacket has transformed into a modern wardrobe staple. The contemporary versions are often ultra-cropped, ribbed, and crafted from soft knits, offering a nod to their historic origins while fitting seamlessly into today’s fashion.

Breaking into the Gen Z Hispanic market.

Collaborative Campaigns: Collaborate with Hispanic designers, artists, and influencers to co-create campaigns that authentically represent the community’s values and aesthetics.

Cultural Storytelling: Use storytelling to connect with Gen Z Hispanics on a deeper level. Highlight the journey of Hispanic fashion icons and how their experiences have shaped their fashion choices.

Sustainable and Inclusive Fashion: Embrace sustainability and inclusivity in your brand’s ethos. Gen Z Hispanics are more likely to support brands that align with their values.

Eco-Friendly Clothing Materials for a More Organic Wardrobe

Are you looking to make your wardrobe more sustainable? Here are some eco-friendly clothing materials that can help you achieve a greener and more organic closet:

1. Organic Cotton

Organic cotton is grown without harmful pesticides and synthetic fertilizers. It’s gentle on your skin and the environment.

2. Hemp

Hemp is a versatile and durable fabric. It requires minimal water and pesticides to grow, making it an excellent sustainable choice.

3. Bamboo

Bamboo is a fast-growing plant that regenerates quickly. When processed responsibly, it can be turned into a soft, breathable fabric.

4. Recycled Polyester

Made from recycled plastic bottles, recycled polyester helps reduce waste and the need for virgin materials. It’s a great option for activewear.

5. Tencel (Lyocell)

Derived from sustainable wood sources, Tencel is renowned for its softness and strength. It’s biodegradable and produced in an eco-friendly closed-loop process.

6. Linen

Linen, made from flax plants, requires fewer resources to produce. It’s long-lasting and gets better with each wash, making it a timeless addition to your wardrobe.

7. Cork Fabric

Cork fabric is created from the bark of cork oak trees. It’s a vegan-friendly alternative to leather, durable, and easy to clean.

8. Silk

When sourced responsibly, silk is a natural fiber that is renewable and biodegradable. Look for peace or Ahimsa silk, which is harvested without harming the silkworms.

9. Organic Wool

Organic wool comes from sheep raised in humane conditions without synthetic chemicals. It provides natural insulation and is highly durable.

10. Piñatex

Piñatex is an innovative fabric made from pineapple leaf fibers. It’s a sustainable alternative to leather and helps reduce agricultural waste.

Making the shift to an eco-friendly wardrobe is a meaningful step towards sustainability. These materials not only provide comfort and style but also support a healthier planet.

Cultural Competence Training: Provide cultural competence training to your marketing team to ensure they understand the nuances of Hispanic culture and avoid inadvertent missteps.

The evolution of Hispanic fashion icons has catalyzed a transformative shift in American media, challenging norms and demanding authentic representation. Gen Z, with its passion for inclusivity and cultural pride, is a force to be reckoned with. Marketers looking to break into this demographic must recognize the influence of Hispanic fashion icons, approach campaigns with cultural sensitivity, and celebrate the hybrid identity of Gen Z Hispanics. By doing so, brands can forge meaningful connections that resonate beyond trends, fostering loyalty and longevity in this dynamic and influential market.

Unleashing the purchase power of Hispanic businesses.

Unleashing the purchase power of Hispanic businesses.

by | Jul 4, 2023 | Business, Politics

In today’s ever-evolving business landscape, understanding and effectively engaging with diverse demographics is crucial for brand success. Among the fastest-growing and most influential segments of the U.S. economy are Hispanic businesses. This demographic not only contributes significantly to the American economy but also possesses substantial purchasing power. In this article, we’ll delve into the purchase power of Hispanic businesses in the United States and explore strategies for brands to harness their B2B marketing efforts to effectively engage this vibrant and growing demographic.

Understanding the Hispanic Business Landscape

The Hispanic business landscape in the United States is a dynamic and thriving ecosystem. Hispanic-owned businesses, both small and large, are making significant strides, contributing not only to the economy but also to the cultural and social fabric of the country.

Economic Impact

  • The Hispanic business community is a substantial contributor to the U.S. economy. As of my last knowledge update in September 2021, there were over 4.7 million Hispanic-owned businesses in the United States, with an annual revenue of over $800 billion.
  • This figure has likely grown significantly since then, given the consistent upward trajectory of Hispanic entrepreneurship and the demographic’s population growth.

Diversity Within the Community

  • The Hispanic business community is highly diverse, comprising entrepreneurs from various countries, backgrounds, and industries. This diversity brings a rich tapestry of experiences and perspectives.
  • Understanding this diversity is key to effectively engaging with Hispanic businesses, as marketing approaches should be tailored to resonate with different segments within this demographic.

Growth Potential

  • The growth potential of Hispanic businesses is immense. As more Hispanics enter the entrepreneurial arena, their collective purchasing power is expected to rise exponentially in the coming years.
  • Brands that recognize and adapt to this growth have an opportunity to build lasting relationships and secure a strong foothold in this market.

The Purchasing Power of Hispanic Businesses

Hispanic businesses not only contribute to the U.S. economy but also have substantial purchasing power. To harness this power effectively, brands must comprehend the factors driving their purchasing decisions.

Relationship-Centric

  • Hispanic businesses tend to prioritize relationships when making B2B purchasing decisions. Building trust and fostering long-term connections is of utmost importance to them.
  • Brands looking to engage with this demographic should invest in relationship-building efforts, such as personalized communication and tailored solutions.

Quality Matters

  • Quality is a key consideration for Hispanic businesses when evaluating products or services. They are willing to pay a premium for high-quality offerings.
  • Brands should focus on delivering products or services that meet or exceed quality expectations, emphasizing this in their marketing materials.

Brand Reputation

  • Hispanic businesses place a significant emphasis on a brand’s reputation and values. They are more likely to engage with companies that align with their own cultural values and ethics.
  • To resonate with this demographic, brands should communicate their commitment to diversity, inclusion, and social responsibility.

Community Engagement

  • Hispanic businesses often engage in community-centric activities and support local causes. Brands that align with these efforts can build stronger connections.
  • Consider participating in or supporting community events or initiatives to demonstrate your brand’s commitment to the Hispanic community.

B2B Marketing Strategies for Engaging Hispanic Businesses

Now that we’ve established the significance of Hispanic businesses and their purchasing power, let’s explore effective B2B marketing strategies for engaging this demographic.

Cultural Competence

  • Understand and respect the cultural nuances of the Hispanic business community. Language, traditions, and customs play a crucial role in building trust and rapport.
  • Employ bilingual marketing materials and, when possible, hire bilingual staff to facilitate communication.

Personalized Outreach

  • Tailor your marketing and sales efforts to individual Hispanic businesses. Generic messaging may not resonate as effectively.
  • Use data analytics and customer relationship management tools to segment and personalize your outreach.

Thought Leadership

  • Establish your brand as a thought leader within the Hispanic business community. Share valuable insights, resources, and educational content.
  • Hosting webinars, seminars, or workshops on topics relevant to Hispanic entrepreneurs can position your brand as a trusted resource.

Partner with Hispanic Organizations

  • Collaborate with Hispanic chambers of commerce, business associations, and networking groups. These organizations can provide access to a vast network of potential clients.
  • Sponsorship and participation in their events can enhance your brand’s visibility and credibility.

Social Responsibility

  • Demonstrate your commitment to social responsibility by engaging in philanthropic activities that benefit the Hispanic community.
  • Highlight your corporate social responsibility initiatives in your marketing materials to build trust and align with the values of Hispanic businesses.

Testimonials and Case Studies

  • Showcase success stories and testimonials from Hispanic businesses that have benefited from your products or services.
  • Authentic endorsements carry significant weight and can influence purchasing decisions.

Inclusivity in Marketing Materials

  • Ensure your marketing materials reflect diversity and inclusivity. Use images, videos, and content that feature Hispanic entrepreneurs and employees.
  • This representation not only resonates with the audience but also demonstrates your commitment to diversity.

Hispanic businesses in the United States represent a dynamic and influential segment of the economy with substantial purchasing power. To effectively engage with this demographic, brands must understand the cultural nuances, values, and preferences that drive their purchasing decisions.

By implementing thoughtful B2B marketing strategies, brands can build lasting relationships, drive growth, and tap into the immense potential of the Hispanic business community. As the landscape continues to evolve, those who prioritize inclusivity and cultural competence will thrive in this ever-expanding market.