It’s no secret that Latinas are the driving force behind Hispanic purchasing power in the U.S. And fashion choices are no exception. That is why HSN and its marketing agency XL Alliance are going all out, with a little help from Gaby Natale.
The host of “SuperLatina” and her content development company, AGANARmedia, have partnered with the multi-channel retailer and its agency to create a campaign featuring Gaby’s favorite looks of HSN’s carefully curated Spring catalog.
As part of its strategy to amplify HSN’s multicultural appeal, XL Alliance leaned on Gaby Natale to reach Latinas through the mediapreneur’s growing base of followers.
“Reaching Latinas is one of the things we do well in our company, so working with HSN and XL was a natural fit. Everyone involved in this campaign is convinced that Latinas are a key demographic group for any company that prioritizes forward-thinking strategies. Our job was to express this concept visually”, said Andres O. Suarez, CEO of AGANARmedia.
According to the Nielsen Women of Tomorrow report, Latinas are responsible for at least 66% of the decisions done in the household when it comes to clothes.