Selling sunglasses to college students in California requires fundamentally different tactics than reaching fashion-conscious consumers in Milan or soccer fans in Mexico City. Alejandro Betancourt López learned this lesson while expanding Hawkers from a Spanish startup into a global eyewear brand. His market-by-market approach to international expansion offers a masterclass in cultural adaptation and targeted marketing.
Rather than deploying a one-size-fits-all global campaign, Betancourt López developed distinct strategies for each geographic region. This localized approach required greater investment and complexity than standardized marketing but proved essential for competing against established luxury brands with decades of market presence. The resulting playbook demonstrates how challenger brands can gain footholds in mature markets through precise cultural calibration.
European Expansion Through Digital Pioneer Advantage
Hawkers’ initial expansion beyond Spain leveraged the company’s digital-native DNA at a time when established eyewear brands still prioritized traditional retail. The European push began with markets sharing similar demographics and digital adoption patterns—France, Germany, and Italy. Each country received customized campaigns while benefiting from operational efficiencies within the European Union’s unified market.
Alejandro Betancourt López recognized that European consumers, particularly younger demographics, were abandoning traditional shopping patterns faster than luxury brands anticipated. While competitors invested in expensive flagship stores, Hawkers poured resources into social media advertising and influencer partnerships. The company partnered with European lifestyle influencers who embodied different aspects of the brand. This multi-faceted approach allowed Hawkers to appear simultaneously exclusive and accessible, premium yet affordable.
Cracking America Through Authentic Peer Influence
The United States presented unique challenges for a Spanish eyewear startup. American consumers had strong brand loyalties to established players, while also maintaining skepticism toward unknown European brands. Betancourt López developed an unconventional strategy: rather than pursuing celebrity endorsements, Hawkers partnered with college students possessing high social media engagement.
These micro-influencers provided authenticity that traditional advertising couldn’t achieve. When American students saw peers from their own universities wearing Hawkers, the brand felt accessible and relevant rather than foreign and unfamiliar. The company provided products to campus influencers, creating organic buzz across social media platforms. This grassroots approach proved particularly effective with younger consumers who increasingly distrust traditional advertising.
Latin American Success Through Sports Partnerships
Mexico and other Latin American markets required yet another approach. While digital marketing remained important, Alejandro Betancourt López recognized that soccer held unique cultural significance that transcended typical celebrity endorsements. Hawkers formed partnerships with prominent soccer players who commanded genuine admiration from fans across economic demographics.
“We’ve been very successful in Mexico,” Betancourt López noted in an interview. “We are one of the leaders in Mexico, and it’s a country that population-wise is as big as almost all of Europe, or half of Europe.” The soccer partnerships provided credibility while the brand’s Spanish origins resonated with consumers who viewed European products as sophisticated yet culturally familiar. The company adapted its product line for Latin American preferences, introducing bolder colors and styles that matched regional fashion sensibilities.
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