Levi’s: The Sisterhood of the Traveling Pants for TV…Kind Of

This blog post was written by Paul Sangalang who is an intern at Conexión Marketing. He has received a B.A. in Business Administration from Washington State University in International Business and in December he will receive a second degree in the Spanish language.

Levi jeans, in conjunction with the Discovery Channel, will follow the journey of 5 young U.S. Hispanics on their journey from Alaska to Argentina by way of the Pan-American Highway. The 10-week show will be broadcast in Spanish and is accompanied by a bilingual website. The three men and two women who were chosen to partake in this “trip of a lifetime” will have 10 stops along the way where they will work on projects related to music, style or design; all while wearing the latest from Levi’s Work Wear collection.


This TV series will represent Levi’s principal effort to-date at attracting the Hispanic market to the brand. If you read about Hispanic marketing here or elsewhere, you know that research has found the Hispanic segment to be generally young and a prominent user of social media. Levi’s is harnessing this vital piece of information by kick-starting their Levi’s-branded website with frequent updates from the 5 stars. These status updates can then be shared on other social media networks such as Twitter and Facebook to increase awareness and foster a base of followers for the show. This is all in conjunction with their “Go Forth” campaign, chosen specifically as the “pioneering” aspect was found to connect with the Hispanic market.

While the show will air in Spanish, Levi’s target market is the young bilingual Latino. This is one of the main reasons why the website following the show will be in both English and Spanish. Marketers have consistently found the task of successfully reaching this segment to be one of the most challenging and Levi’s hopes to have found an innovative way to reach out to them.

Levi Strauss & Co. is one of the United States’ great business pioneers, being founded in San Francisco, California in the 19th century. While the goal of the show is to target the Hispanic market, I feel that the general U.S. public can relate to the story. The United States was founded by explorers and pioneers willing to travel through uncharted land. This modern-day version, albeit with charted maps, illustrates a similar journey of new experiences and learning about one’s self.

I think it’s important that we, from time-to-time, go out and explore new frontiers and have new experiences…but if you can’t do that, at least you can zip up a new pair of Levi’s and follow these 5 Latinos on their personal journey through North and South America.

Telecom Services Are Getting Hispanic Dollars - How Will Other Industries Fare?

This blog post was written by Paul Sangalang who is an intern at Conexión Marketing.  He has received a B.A. in Business Administration from Washington State University in International Business and in December he will receive a second degree in the Spanish language. 


In a 305-page report by Insight Research Corp. titled US Hispanic Use of Telecommunications Services 2010-2015, it concluded that Hispanic buyers will account for “17 percent of all residential telecom expenditures.” With the number of Hispanics in the US estimated to surpass 50 million, it’s apparent that this demographic will become a major target for marketers outside of only telecommunications services. Telecommunication companies, as well as other industries, have been aggressively marketing towards the Latino population for years, but the question is: when will all the other industries tap into this market segment?

It’s important to note that the Hispanic ethnicity is the youngest segment in the US, with the largest percentage of citizens under the age of 18. It was also found that Hispanic-Americans are very social online, which can be attributed to the youthfulness of the segment. If marketers play their cards right, they will be able to obtain long-term consumers and reap the financial benefits of lifetime customers.

According to early Census predictions, US Latinos will hold $1 trillion in buying power. It will be paramount for companies and industries, which haven’t already, to recognize the immense potential that the US Hispanic segment holds. It’s not too much of a stretch to presume that those companies who fail to recognize what the Hispanic market holds for their business will fall to the wayside, while those that do prosper.

It will be interesting to see how these companies market to the Hispanic segment and who will succeed in gaining the most market share. I’m sure that these industries are all thinking the same thing and will be working furiously to outmaneuver their rivals. So let the games begin…or better yet: ¡que comience el juego!

To view the article click here.

BigResearch: Reaching Niche Markets Within the Growing U.S. Hispanic Population

This post was written by Edilia Ruiz, who is a student at the University of Washington from the Department of Communications and Spanish, and is interning with us during Spring Quarter.

Thinking of targeting your business to the Hispanic population? Consumer research firm BigResearch in Columbus, Ohio has discovered that tastes of Hispanics vary in regards to shopping and media preferences between U.S. born and English speakers versus their counterparts who are foreign born and speak Spanish.

English-dominant speakers and U.S. born Hispanics tend to prefer stores like Macy’s, Walmart and Kohl’s for clothing and Best Buy, Target, and Walmart for electronics.On the other hand, Spanish–dominant consumers and foreign-born Hispanics choose stores such as Macy’s, JCPenney and Walmart for women’s clothing and Best Buy and Amazon.com for electronics.

Also, BigResearch found that English-dominant and U.S. born Hispanics include top 40 in their music interests, whereas Spanish speakers include Latin artists.

Media and technology topics showed that English-dominant Hispanics are more likely to text on their cell phones and use TiVo/DVR, while Spanish-dominant Hispanics are more likely to blog and use instant messaging.

In my opinion, having this type of research helps businesses know how to target a specific audience and advertise most effectively. As a bilingual consumer, I identify with both group findings in this research because as a Spanish speaker and foreign-born consumer I choose stores like Macys, JC Penney and Walmart to shop; at the same time, as an English speaker I also listen to top 40 and I use my cell phone to text as well as blog and instant message with friends and family.

Some questions I had while reading this article include concerns about who their sample included. Did the research include participants in Columbus only? In big cities? Rural areas? Nationwide? Beyond? and what was their methodology? Was the survey conducted through focus groups, telephone interviews, intercepts or was it online? Further, the results do not reflect a big difference between the two groups and their choices of music selections or stores for shopping. Perhaps this tells us that the two groups of Latinos are more alike than different in these areas.

If you are interested in learning more about this research check out the BigResearch website.

Algo para agregar a tu conocimiento sobre Aguascalientes

This post was written by Edilia Ruiz, who is a student at the University of Washington from the Department of Communications and Spanish, and is interning with us during Spring Quarter.

So, you might have heard about the goring of José Tomás, the famous bullfighter of Spain, at the fair of Aguascalientes, México last Saturday since it’s all over the news. In this post, I will not be writing of the tragedy, but instead I will share a festive side of the State of Aguascalientes.

It all began in 1828 with a government’s vision that unfolded at a market, a loan of 8,000 pesos ($670.00 U.S dollars) from one merchant and of course lots of enthusiasm from the merchants in Aguascalientes.

Despite this being the first Feria de San Marcos, it gained lots of success that drew people from different states throughout México and abroad. The San Marcos Fair started as a simple country fair with livestock, and then modernized to also include new events such as cockfighting, bullfighting, the Queen of the Fair Pageant, and traditional Aguascalientes dress.

The San Marcos Fair which lasts thirty days provides an opportunity for growth and exposure of local, regional and national economies that come together and share the original vision. Every year, the state of Aguascalientes invites a Mexican state and a foreign country to share their culinary arts, fine arts, music and dance with the people. This year, Feria de San Marcos will be celebrating 180 years of festivities, making it the Number One national fair in México.

Mexican Company Newly in Seattle

This post was written by Vicky Hsiang, who is a student at the University of Washington Intensive Business English Program. She has the equivalent of a Bachelor's degree in Spanish from her native Taiwan, and is interning with us during Spring Quarter.

TechBA is a company from Mexico which introduces other Mexican companies into the U.S. and other countries. It is believed that this will create more local job opportunities. Washington’s information technology, aerospace and biomedical companies are supportive of TechBA. The State Department of Commerce has provided TechBA team members with temporary meeting rooms because of the potential to create local jobs.

TechBA will expand its company into Seattle at the end of April. The firm already has several offices in the U.S.; this office in Seattle will be the fifth. The reason that TechBA chose Seattle for its fifth office is related to Microsoft; we know that Microsoft has a tradition of hiring employees who are graduates of the Monterrey Institute of Technology in Mexico. Itzam de Gortari, director of TechBA, said they will analyze Seattle companies to find a good match with Mexican counterparts and will introduce 15 Mexican companies to Seattle by the end of October 2010.

This article can be found in this week's Puget Sound Business Journal.

A Young Writer

This post was written by Vicky Hsiang, who is student at the University of Washington Intensive Business English Program. She has the equivalent of a Bachelor's degree in Spanish from her native Taiwan, and is interning with us during Spring Quarter.

A 15-year-old student at Highline Health Sciences and Human Services High School, Manoush Genet Castañedad, just published her first novel, “The Ways of the Owl.” This book talks about social justices and the importance of education. She said, “I am happy that many people will read my book. I want them to understand how to use positive ways to change the world and to never stop learning.”

When she was young, Castañedad moved to a small town in Mexico with her mother and sister for one year. They spent that year opening a library there. Her grandfather enjoyed telling her stories about the townspeople and the town’s past. Those stories inspired her to write a novel.

After Castañedad came back, she started to write the novel; however, it was not easy to finish. She suffers from a neurological disorder that impedes her brain from sending correct signals to her muscles. She had to spend most of her time in bed. She didn’t give up her novel, however; the disorder strengthened her conviction to finish her novel. After two years, Castañedad showed it to her teachers, who encouraged her to publish the work. This novel is about a farmworker living in 1907— a Latina who knows how to read and write, and those abilities help her attain more knowledge.

I admire the author, because she didn’t give up when she was sick. I am older than she is and healthier; however I haven’t persisted the way she has. Every time when I meet an obstacle, it is easy for me to quit, or at least complain. A 15-year-old girl can overcome her pain to achieve her dream and share her opinions with others. We should learn from her. We have a Chinese saying: “Even though it is a very cold and dark night, don’t forget the beautiful morning is coming.” When we persist, there are many amazing things waiting for us.

Add Value with Foreign-Language Component

This post was written by Vicky Hsiang, who is student at the University of Washington Intensive Business English Program. She has the equivalent of a Bachelor's degree in Spanish from her native Taiwan, and is interning with us during Spring Quarter.

Nowadays, cultures are more and more globally connected, but the U.S. is somehow falling behind, especially in education.

According to an editorial in The Seattle Times (April 7, 2010), Seattle Public Schools have language-immersion programs to help solve this education problem. In these programs, students are taught 50 percent of the time in English, and the rest of the time in a foreign language. The test results show that students who are in these programs have higher scores overall than those who are taught in English only.

Educators also point out that students in elementary school can learn foreign languages more easily than others. In Seattle, nearly 50 percent of elementary students are eligible for bilingual education. Seattle’s language-immersion programs are very successful, and they could help improve the quality of education in the U.S.

From my experience, in Asian countries, all the students must study their native language and English in elementary school. For example, in Taiwan, our government made English one of the main subjects in elementary school 12 years ago. Nowadays, trilingualism is more and more common among the younger generation.

In school we study English at least 10 hours per week, which is why most students have high scores. However, in Asian countries there is an interesting phenomenon: those students are only good at reading, listening and grammar, not conversation. They know a lot of English vocabulary, but they cannot speak it. The main reason is the high student-teacher ratio; there are more than 35 students in one class, so students really don’t have a chance to speak during the class. Moreover, students tend to be quiet during the class out of respect for the teacher. It is hard to encourage students to speak. Some educators discovered this problem, so now there are many ways to study in the U.S. or other countries.

In the future, we’ll have even more opportunities to go to other countries. Even if you don’t travel, you can still meet people from other countries and exchange ideas with them. Communication is very important, not only in our native language but also in other languages. When you talk to people from other countries in their native language, they will feel you are very friendly and eager to know their culture.

If you would like to reference the editorial, click here.