Developing a Hispanic Marketing Strategy for Luxury Brands

Hispanic Marketing Strategy for Luxury Brands

Hispanic marketing strategy requires attention to detail. Basic English-to-Spanish translation does not work well as you’ll learn below.

Even luxury brands (that can rely on branding to maintain consumer loyalty) make mistakes in executing a solid Hispanic marketing strategy.

For example, Ralph Lauren built brand authority throughout Mexico. Based on 2017 stats, Ralph Lauren is the most-popular luxury brand in Mexico.

However, it’s 2021, and the luxury brand’s website favors Spain’s version of Spanish (they’re not the only ones!) despite its popularity in Latin American countries.

Below, gain perspective on how luxury brands go about Hispanic marketing strategy, and consider our suggestions for improvement.

Hispanic Marketing Strategy

Luxury Cars

How would you establish a Hispanic marketing strategy for luxury cars? For one, do not rely on a basic English-to-Spanish translation of “car.”

Using “coche” limits your Hispanic campaign. Because, “coche” means “car” to consumers in Spain. However, that’s not the case regarding consumers in Latin America.

Hispanic marketing strategy requires an understanding of how Spanish is used in individual continents. Furthermore, it requires intimate understanding of how Spanish is used in each country and region.

Let’s consider a specific luxury car brand.

Hispanics prefer Lexus and Mercedes-Benz to other luxury cars (based on 2017 data).

Lexus is popular with Hispanics. But the brand clearly prefers Spain’s version of ”car” in this PR-related ad.

Luxury car brands should do away with basic translation tools. Experienced native speakers get better marketing results, so startups and luxury competitors benefit in partnering with Hispanic marketing companies versus those based in North America.

Further Reading:

Tips on How to Market to US Hispanics

Luxury Clothes

What about Hispanic marketing strategy for luxury clothing? As referenced, in 2016, Ralph Lauren was Mexico’s top luxury brand.

However, it’s easy for Mexicans to spot areas for improvement. Those living in Mexico speak a different version of Spanish than those in Spain.

Varied geographies and cultures inspire differences in consumer trends. Furthermore, despite sharing a language, different versions of Spanish resonate with particular consumers.

One of our content marketers quickly noticed Ralph Lauren’s website was not optimized for Latin American shoppers.

Some brands assume it’s okay to target Hispanic consumers (those living outside of Spain) with Spain’s version of Spanish. However, that assumption can lead to negative reactions from Hispanic consumers.

Ralph Lauren is not the only luxury fashion brand to commit such an error.

As of 2019, LVMH (Louis Vuitton Moet Hennessy) was the most valuable luxury brand in the world, with a value of about $32 billion.

The LVMH Group owns around 50 luxury brands worldwide, including Louis Vuitton and Bulgari. However, based on stats, it can improve sales throughout LATAM countries, including Mexico.

The website lacks localized detail. The brand recognizes Brazil and Spain but does not provide a version of its site that would best satisfy consumers in all regions of LATAM.

This is an issue for those in Mexico, Argentina, and other LATAM regions.

Ads that seek to target particular Latin Americans may leverage the wrong version of Spanish or an ineffectual, “neutral” version of it.

Furthermore, we see how a neutral approach alienates some consumers who do not use particular keywords. Additionally, it grows apparent to consumers when a brand is not aware of regional differences in language.

Hispanic marketing strategy requires localized effort and a granular understanding of region.

Further Reading:

Top Hispanic Marketing Campaigns

Mistakes Brands Make Marketing to Hispanics

Luxury Homes

Is Hispanic marketing strategy the same when selling a luxury home in Mexico versus Spain?

Consider the difficulty in using the word “home” throughout Spanish copy:

“At home” can be translated as “en casa” But to go home is to “go a casa.”

I’m not at home. No estoy en casa.

We are going home at 9. Vamos a casa a las nueve.

“Casas de lujo” is the basic Spanish translation of luxury home.

Google Trends illustrates how popularity of use can vary across subregions.

The term has more searches per month in Mexico as compared to Spain. However, many real estate sites may host Spain’s Spanish rather than accommodating consumers from Mexico.

Despite a lower difficulty level, PPC ads are slightly more expensive in Spain.

Further Reading:

Style Guide to Spanish Translation

Luxury Watches

Hispanic marketing strategy for luxury watches starts with taking a look at the Rolex brand. Rolex has plenty of visibility in Latin America.

It opened its biggest LATAM location in Mexico City.

However, the website is not localized for regional variance of language or culture. The website offers neutral or Spain’s version of Spanish versus properly representing variations used by those in Latin American countries.

Rolex offers Hispanic consumers retailers throughout LATATM, but does not localize it’s content marketing or websites.

TAG Heuer DOES represent several countries throughout Latin America.

Let’s take a look at stats via SEMrush regarding searches for “rolojes” and derivations.

Spain hosts 652,906 related keywords.

Smart watch or “reloj inteligente” gets searched 110,000 times per month, and CPC ads cost $ .16.

Data is different in Argentina. It hosts half the number of related keywords at 306,865.

“Reloj inteligente” gets searched less compared to Spain, yet the CPC is much lower here at $ .02.

Sound Hispanic marketing strategy uses text that resonates with Spanish speakers. Additionally, good strategy incorporates other elements of marketing, including PPC advertising.

Experts help luxury brands identify Hispanic countries prime for targeted advertising and provide the caliber of marketing that converts potential consumers into brand loyalists.

Further Reading:

English-to-Spanish PPC Strategies

How to Build Brand Authority in Latin America

Altura is ready to help with your Spanish PPC, SEO, social media, content marketing, and English-to-Spanish translations. We provide you with the brand of intelligence your startup or seasoned company needs to penetrate Hispanic markets and to build brand loyalty throughout Latin America, Spain, and throughout the world.