Actress and singer, Jennifer Lopez tends to open chain of fifteen stores of mobile phones in US, aimed at Latinos.
Jenny From Black Performer happens to be Viva Movil’s majority owner and also chief officer of creativity. She is the brand’s marketing face as well.
According to the company, it promises an experience that is culturally relevant due to the bilingual staff. J-Lo is a latest celebrity among the growing celebrities’ line getting involved with technology retail. The performers like Will.i.am in Black Eyed Peas showed keen involvement e.g. by taking roles like creative figureheads for companies that are looking for the target market to expand. Lately, Alicia Keys, the singer, has been Blackberry’s public face, an image which slightly slipped as she tweeted from an iPhone instead of the new smartphone of firm. She put the blame of tweet on hackers.
Quite significantly, Beats By Dre headphones, part-designed and endorsed by the rapper Dr Dre was runaway success and brought in revenues in many millions.
Plans of Jennifer Lopez’s as yet do not include designing technology, instead a retail experience for community of Latin Americans.In one of the interviews she said that Latinos need some place where they could go and also they should be thought of as it is much growing demographic along with the fact that people do want to have it captured.
The store would be the authorized reseller regarding the products available over Verizon network that includes devices like Samsung Galaxy and the iPhone.
It is also noted that the attempts in the past regarding direct marketing to Latinos remained focused around contract-free and low-cost offerings and not the high-end phones just on some monthly plans.
Some attempts previously to market to the Latin Americans directly did not prove successful. A firm, Movida Communications, offering mobile services in Spanish language and was launched in the year 2007, closed after less than one year after it started operation. The first store of Viva Movil would open on 15 June in New York, with the others in Los Angeles and Miami to follow.