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Transcript of HAWKERS
2.CHARACTERISTICS OF ACTIVITY
Albert Ferrer Moreno
3.-Website characteristics and marketing activities online
6.FACTORS OF SUCCESS
Hawkers is a Spanish brand based in Elche that sells sunglasses using the Internet as it's distribution channel.
Hawkers was founded in December of 2013 by Iñaki Soriano, Pablo Sánchez and the brothers Alejandro and David Moreno. Hawkers is part of the Saldum Ventures group and its current President is Alejandro Betancourt.
NUMBER OF EMPLOYEES
The company now has about
120 employees, but the new
funds are also aimed at increasing
In 2014 the company's revenue exceeded 15 million euros
In 2015 they had a revenue of 40 millions
In 2016 Hawkers projected 70 million euros in sales
HISTORY OF THE FIRM
Hawkers was founded in December of 2013 by Iñaki Soriano, Pablo Sánchez, Alejandro Moreno, and David Moreno.
They started selling sunglasses of the American brand Knockaround with an initial investment of only $300. They followed that with the espadrilles brand, Miss Hamptons. The success of these two products led them to create their own sunglasses brand, and outsource its manufacturing.
In October 2016, Hawkers opened its first financing round to external investors, raising 50 million euros (56 million dollars) in its first round. In November the company announced the appointment of Alejandro Betancourt as Hawker's new president
SOURCE OF INCOME
"We do nothing but design and sell experience and product"
Hawkers focus their activity in the design of their
sunglasses and the process of selling. They outsource the website maintenance and production.
"Hawkers" main products are sunglasses but they also produce clothes and floaters.
Their target audience is young people, but their buyer is somewhat older, between 28 and 35 years. That's because of a product phenomenon that makes them feel younger.
Hawkers have two kind of suppliers. The glasses are being produced in Germany while the structures of the sunglasses are produced in China
Hawkers business is based on using the Internet and social media, specially Facebook and Twitter, as the main channel to grow its sales, following a strategy of marketing through influencers, celebrities and sponsorships.
Simple and fast, that's how the website works, everything is powered by an outsourced company called Shopify.
They know how to reach their target consumer.
Simple and fast buying process.
Innovative managing style
No financial pressure
Keep doing co-branding promotions
Explore new products
Buy other companies in order to grow
Create their own website
New companies copying the model.
Luxottica has a lot of market power.
Quality problems with suppliers.
Power of the suppliers.
New tendency on the fashion market.
When we analyze the sunglasses sector we can see that an Italian company called Luxottica used to had the 80% of the market share. They control Rayban, Oakley... Hawkers is working their way to be as big as them by a process of internationalization and keep on winning share of the market.
Hawkers have been using marketing really well by focusing in their target customer with facebook ads stratification, crazy audiovisual campaings, use of famous people and by a perfect lovemark strategy in socialmedia.
SOCIAL MEDIA MANAGEMENT
Hawkers have been mastering their presence in social media. They have created a lovemark feeling between their customers and they have used these tools to sell a lot of their products by the utilization of advertising and innovative campaings.
USE OF FAMOUS PEOPLE IMAGE
Hawkers has been always related with famous people. Jorge Lorenzo, Steve Aoki, Kobe Bryant, famous instagramers and influencers... This has produced a positive effect for the brand that has make them grow in a global way.
They were one of the first companies that used Facebook and Twitter ads to sell products. They are really good at selling because of their innovative marketing but they were also in the right place and in the right moment. They were invited to Facebook and Twitter offices to explain their success.
BRAND, NOT PRODUCT
Hawkers is not selling sunglasses, they sell more than that. They are selling an experience, the feeling of wearing the same sunglasses as famous people, the feeling of being younger . They always say that their product have good quality but what makes the difference is the emotional aspects that they have created in the mind of the consumer.
New company in a big market
Need to create a better organization chart
Require specialized labor from best start-ups (SEO)
All their production is outsourced
Hawkers is an innovative e-commerce company that has been able to win market share in a mature business. They have mastered the use of marketing and they have created a lovemark feeling between their customers. They should try to keep their new way of doing things while growing into a bigger company and structure. To finish with this analysis, we can recommend them to start building their own website in order to be prepare in case of some problem with the outsourced company so they can minimize the risk and lack of power that they have by not being the "owners".
They should keep an eye into their chinese supppliers because they had problems in the past.