ShopNBC has partnered with Telemundo Communications Group, the Spanish-language television network, to reach the Hispanic community with popular jewelry items.
The initiative evolved from the success of ShopNBC’s SoapStyle, as Telemundo viewers—clamoring to find the jewelry worn by actors in last year’s hit soap opera El Clon—were looking for a retail outlet. Just in time for the holidays, soap fans got it at ShopNBC’s new Spanish component, www.shoptelemundo.com..
Successful holiday sales of such items as an adjustable, crystal-set, gold-plated sleeve bracelet and green turquoise pendant set in sterling silver on a leather cord necklace—like the jewelry worn by El Clon’s leading female character, Jade—encourage continued initiatives in 2003. One such initiative is the release of a Spanish version of ShopNBC’s 16-page spring catalogue through a targeted direct mail campaign, just in time for Valentine’s Day. The on-air/online retailer also is working with Telemundo—the network carrying the Billboard Latin Music Awards 2003—in its On the Red Carpet show and other popular programs throughout the year. Joint marketing projects will promote new products on the air and online.
Telemundo, a subsidiary of NBC, reaches 90% of U.S. Hispanic viewers through its 11 owned and operated stations and more than 50 broadcast affiliates nationwide. The Hispanic population, which boomed 61% between 1990-2001, is more than 33 million strong, reports the U.S. Census Bureau. Not only is it the fastest-growing group in America, it’s the fastest-growing market segment for nearly all consumer goods, including jewelry, with a purchasing power reaching more than $450 billion in 2001, reports the Selig Center for Economic Growth in Athens, Ga. That’s a 118% jump in the last decade. This demographic is expected to be the largest minority group in the country by 2005.
“It’s the perfect alliance of ShopNBC’s strength as a retailer of quality products at great value and Telemundo’s strength in reaching the Hispanic community,” says John Ryan, executive vice president of licensing and entertainment for ShopNBC. Adds Lynette Pinto, senior vice president, marketing, for Telemundo: “We are thrilled to be a part of the ShopNBC site, which will allow more of our fans to find the beautiful items worn and used in our programs.”
Among the other special jewelry offerings geared to this market group are several pendant styles on necklaces and bracelets featuring Our Lady of Guadalupe, symbolic of the Virgin Mary. Her Basilica in Mexico City is the most popular Marian shrine in the world and the most visited Catholic Church next to the Vatican.
“The Hispanic consumer market is one of the largest religious jewelry purchasers, and is growing,” says Marc Schwab, COO of Rand & Paseka in Freeport, N.Y., manufacturer of ShopNBC’s Our Lady of Guadalupe pendants in 14k gold and sterling silver. “For us, it comprises at least 30%-35% of our business.”
According to Ryan, ShopNBC plans to expand its merchandise offerings to this group, both in jewelry and other product categories, during 2003.