Hawkers co. was started around 2013 by four friends located in Spain, who shared a vision to create a new sunglasses product. However, the company didn’t gain traction until Leopoldo Alejandro Betancourt Lopez stepped in with his marketing expertise. Leopoldo Alejandro Betancourt Lopez, who had already gained a positive reputation in the investment world, was recruited to help generate Hawkers sales with a plan that would appeal to its target audience. Hawkers can credit its success to Leopoldo Alejandro Betancourt Lopez’s modern and effective strategy of using social media marketing geared towards younger generations, as well as eco-conscious branding. In just 3 years, with the help of Leopoldo Alejandro Betancourt Lopez’s marketing strategies, Hawkers has transformed into a hundred-million-dollar industry, with store locations set up worldwide.
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Rather than starting with celebrity endorsements like many other companies at the time, Hawkers got the word out about their products by working with trendy consumers, providing them with free products and commission from sales. In return, the influencers simply helped advertise new Hawkers sunglasses products by wearing them out in public, thereby naturally spreading awareness by word-of-mouth, or posting photos modeling them. Hawkers connected with influencers through online platforms Facebook and Instagram, as well as by recruiting college students to be brand ambassadors. Nowadays, recruiting brand ambassadors to help advertise new products is a common tactic, but Leopoldo Alejandro Betancourt Lopez utilized this social media marketing strategy long before it became popular.
Not only are the sunglasses stylish and flattering, but Hawkers stands out as innovative in the industry because it is eco-friendly. Buyers can feel good about their purchase because the products are made of biodegradable and recycled materials, including sustainable packaging. Any plastic used in manufacturing is collected from the ocean. This appeals to Hawkers’ younger target audience, who are often more environmentally conscious and want to support companies that align with their values. Leopoldo Alejandro Betancourt Lopez understands that sustainability is the future of design and marketing.
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