In this second post, I will talk about a successful
company that in just 6 years has grown remarkably, making a dent in its sector
and competing against major brands such as Oakley or Ray-Ban.
Hawkers is one of the leading startups in Spain, after
achieving a turnover of 60 million euros last year, in its fifth year, in
addition to having raised a round of financing of 50 million.
It is a company that sells sunglasses. This company
was founded by four friends who met in a course a few years before. After
having failed with another company due to lack of money, they decided to create
branded glasses but at a cheaper price. And so Hawkers was founded with an idea
similar to that of ZARA, but with sunglasses.
Says one of the founders. "The business was
getting better, everything they entered reinvested it in online advertising to
grow." summer of 2016”.
Another of the keys to its success was to combine
models of modern and fashionable glasses with colored crystals, with models
that triumphed years ago and have already lost the patent.
According to the book written by one of them, they
just needed to create brand value, what they call “prestige transfer”. For this
they decided to choose Jorge Lorenzo, a professional motorcycle rider, as the
image of the brand, giving him 50% of the company.
Once consolidated their success, they have opted for an international expansion. Currently, Hawkers glasses can be purchased in 140 countries, following a different commercial strategy in each destination. Currently, only 35% of sales are produced within Spain, and the founders say they want this percentage to be lower in the future.
I find the hawkers case one of the most awesome i’ve ever read, i know they had made it with few money and they have increase his sales and visits to the brand in a very short time. I have even read that they have had advertise the team of Angeles Lakers posing as a great company and cheating them, and at the end paying a very low price for its publicity. This is one of a lot of factors that made hawkers one of the biggest sunglasses company.
ResponderEliminarThey speak always of Brand value and they tell you a very great story in which apparently was very easy but i cant understand exactly what was the main point tath make this company grow to a worldknown company and i think i will never understand it at all.
The Hawkers case is one of the most popular success stories of recent years. The main surprise factor is that the company emerged by 4 friends of the race as Fede comments well in the post. I find marketing actions very interesting as well as the campaigns they develop both in social networks and in sponsorship of events. As outstanding data it should be noted that a brand that emerged from nowhere has come to sponsor Los Angeles Lakers or take sponsoring issues with Leo Messi. The high level of growth of the brand is shocking when we remember that the company really has 6 years of history, which a priori seems very little to have reached this level of success.
ResponderEliminarWhat an interesting post!
ResponderEliminarI knew the Hawkers brand but I didn't know how they got to where they are now. It is really worth to admire what these young people have achieved. They have managed to create great brand value to Hawkers and differentiate themselves from their competitors, also with a very accessible price, in my opinion. Undoubtedly, they have been able to analyze the market very well and take forward an innovative idea such as combining designs that triumphed years ago with modern crystals and colors.
In addition, it seems that they have very clear their business objectives and their business model. I hope they do well and achieve all their goals!
Hawkers is one of the success stories in which 4 friends didn´t give up in the face of difficulties and created their own brand as they saw a growth in that market and have been very successful in a very short time.
ResponderEliminarThis success is due to the variety of sunglasses products and once again to the marketing actions as carried out with a successful athlete like Jorge Lorenzo who gave him brand awareness that they needed in exchange for giving him half of the company
The business has been consolidated in Spain but currently they are already selling in many countries and they will continue to expand by competing with the major brands of sunglasses
In my opinion it is a great company because they have a wide range of sunglasses that adapt to all tastes of consumers
Such an interesting post!
ResponderEliminarThe Hawkers is one of the most impressive cases that happened in Spain during last years. They take advantage of the situation and, despite the fact that they obviously worked very hard, they were lucky too. There was a gap in the market and, four friends without experience, exploit it better than huge companies with ridiculous budgets.
Its international expansion is impressive, and nowadays they are quite successful. However, they made a hard and risky decision when they gave half of their company to Jorge Lorenzo.
On balance, the outcome was so positive,I supposed better than the one that they probably imagine.
I find Hawkers a good case to study, they have become one of the most popular sunglasses companies starting just selling online at the beginning. It is incredible how a small Company can experiment such growth in this short period of time.
ResponderEliminarI find marketing actions very interesting as well as the campaigns they develop both in social networks and in sponsorship of events, also it´s surprising how this Company can sponsor one the most important franchises in the NBA and Leo Messi.
It is surprising how they have managed to be in the celebrity row of the staples center and get that celebrities assiduous at the Staples Center like Rihanna or Jack Nicholson are photographed with branded products.
Very interesting article Fede. The Hawkers case is a great case study of how to succeed selling online. Hawskers started out of nowhere, created by a group of friends who, in the face of a problem, looked for a solution themselves, which was that the sunglasses that had existed at that time in the market were very expensive. These entrepreneurs are worthy of all recognition since in a record time they were able to face the great glasses companies that there were so far, since they realized that not only they suffered that problem, but that many more people I wanted to have sunglasses and I couldn't afford them.
ResponderEliminarA very interesting post Federico! The case of Hawkers very strange and at the same time very motivational and didactic, since it was a group of friends that started selling cheap sunglasses online and today they have a large team and sell their product worldwide, they have increased Amazing way your sales in recent years. They also do a lot of digital marketing and are a clear example of a new and innovative company, it is noted that it is formed by young people with a lot of ambition in life. Thanks to these success stories, more and more people fight for their goals and try to meet their goals. A great post and a Spanish company very well chosen!
ResponderEliminarThe truth is that these guys trusted their idea and it worked out great. I like a lot of glasses. They have achieved a high reputation and notoriety by collaborating with influencers, opinion leaders and taking collections with celebrities. With enthusiasm and effort you can achieve everything. It is a quality product that does not have an excessive price. I have never had any but its design seems very beautiful. I think they have a timeless and unisex design that is suitable for any occasion. In a very short time it has achieved an incredible reach. I hope to have an idea as good as the one they had.
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