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Brief Published: 25 Jun 2013

Mobile Phone Store Viva Movil Targets Hispanic Consumers


In an operation designed to specifically target the Hispanic community, US mobile network operator Verizon Wireless has enlisted Latino superstar Jennifer Lopez to front its new chain of premium mobile phone stores.

Viva Movil by Jennifer Lopez opened its inaugural store on Flatbush Avenue in Brooklyn, New York on June 11. All the sales associates are bilingual (speaking Spanish and English), while the space features a prominent video wall playing music videos by Lopez and other pop stars. There is also a Kids Zone outfitted with Galaxy Note and children-friendly apps.

As one of the world’s most prominent Latino celebrities, Lopez (born in The Bronx, NY to Puerto Rican parents) is the ideal choice to head the brand and appeal to this consumer group. In 2010, America’s 52 million-strong Hispanic population had a spending power of $1 trillion – a figure projected to increase by 50% to $1.5 trillion by 2015, according to a report published by global market research company Nielsen in 2012.

Among the study’s key findings was the fact that Hispanics spend 20% more time watching video on their mobile phones than non-Hispanic white consumers. For more on the spending habits and media consumption of this increasingly lucrative demographic, see Digital Hollywood 2013: Hispanics.

A second Viva store is set to open in late July in the New York borough of Queens, followed by further outlets in other Spanish-speaking neighbourhoods across the city.

Viva retails smartphones and tablets from mainstream tech brands such as Apple, Samsung, BlackBerry, Motorola, LG and Nokia, all running on Verizon's network. It also stocks phone cases and accessories designed by Lopez herself. Furthering the collaboration, in addition to buying in-store or from its e-commerce site, consumers can also buy products via Lopez and Viva Movil’s Facebook pages.

For more examples of premium store concepts from mobile phone retailers, see Tech Boutiques and And Market, Tokyo. For more on the power of celebrity in store concepts, see Store Concepts for Teens.