Responding to rapid growth in the number of Hispanic people shopping online, apparel designer Perry Ellis International has launched Spanish-language versions of its Cubavera.com and Havanera.com. “It is essential to integrate language into the identity of these Hispanic brands,” says Lori Medici, vice president of marketing. The informational sites offer store locators that provide two-click access to retail partners’ e-commerce sites.
Perry Ellis says Havanera and Cubavera combined posted more than 250,000 hits or image downloads in March. Cubavera`s hits rose to 215,000 in March from 150,000 in October, while Havanera`s rose to 50,000 from 20,000.
"Hispanic consumers are brand loyal and powerful spenders,” says president and CEO Oscar Feldenkreis. “We are responding to the Latin explosion by connecting over the Internet with the fastest growing ethnic group in America."