Alejandro Betancourt López is often associated with high-impact, headline-grabbing ventures, but at the core of his approach lies a focus on creating lasting value. His leadership at Hawkers offers a lens into how he prioritizes business growth, emphasizing sustainability over short-lived successes.

When Betancourt López invested in Hawkers, he inherited more than just a trendy brand; he took on the responsibility of steering it toward sustained relevance. Hawkers, a direct-to-consumer sunglasses line, had achieved viral success through savvy social media marketing under Betancourt López’s innovative eye, but this initial growth came with certain vulnerabilities. Betancourt López’s primary challenge was to shift the company’s focus from relying solely on fast growth to a model grounded in long-term stability.

The brand’s early success was largely concentrated in Europe, but Betancourt López strategically targeted new regions, particularly the Americas and Asia-Pacific. By extending its reach globally, Hawkers diversified its revenue streams, reducing the risk associated with dependence on a single market.

Digital-First Strategy: A Foundation for Long-Term Success

Central to Alejandro Betancourt López’s approach is a deep understanding of the digital economy. He recognized the value of using social media to foster consumer engagement and loyalty. While many companies use platforms like Facebook and Instagram for marketing, Betancourt López pushed for a more integrated approach. By turning social media into a dynamic community-building tool, Hawkers was able to create brand advocates who would drive organic growth through word of mouth and influencer partnerships. This strategy helped sustain momentum without relying on expensive traditional marketing campaigns.

“It was not only one thing or one post made out there,” he explained. “It was continuously developing working relationships that made us achieve a big audience. And actually a branding campaign brought a lot of conversion into sales. That’s what we’re trying to achieve.

“Not only growth by conversion in purely advertising social media, but creating branding campaigns that also can bring conversion, but also a lot of brand awareness and coolness to the brand. That’s something that we’re finding to be very effective. And we’re going to continue to build on it.”

Hawkers' focus on affordability also contributes to its long-term value proposition. While many brands in the eyewear industry focus on exclusivity, Betancourt López positioned Hawkers as a brand for the average consumer by offering stylish yet affordable products. This focus on price accessibility allows the brand to appeal to a broad audience, which in turn supports steady revenue growth even during times of economic downturn.

Under Alejandro Betancourt López’s guidance, Hawkers has collaborated with a range of other brands, from car companies like Mercedes-Benz to fashion lines like El Ganso. These partnerships serve a dual purpose: They increase brand visibility and provide opportunities for cross-promotion in new markets.

Influencer marketing has also played a key role in Hawkers’ growth. Betancourt López has leveraged the power of social media personalities to build brand credibility, particularly among younger consumers. These partnerships allow the company to tap into existing networks of engaged followers, creating a ripple effect that boosts brand awareness and drives sales.

Adapting to Consumer Trends Without Compromising Vision

While Alejandro Betancourt López is focused on long-term growth, he remains attentive to shifts in consumer behavior. One of the most significant adaptations under his leadership has been the introduction of environmentally conscious products, such as the H2O line, which uses recycled plastic in its frames. This pivot toward sustainability reflects broader consumer trends and positions Hawkers as a forward-thinking brand.

However, Betancourt López’s approach to sustainability is not purely reactive. His decision to invest in eco-friendly materials aligns with a wider trend across industries toward more responsible business practices. By embedding sustainability into Hawkers' DNA, Betancourt López is ensuring that the brand remains relevant in a marketplace where consumers are increasingly concerned with the environmental impact of their purchases.

“I believe that you have to understand that the world is changing so fast and with the world of markets, the appetites, the cultures, everything changes and more technology, there is more adaptation needed,” he says.

“Building projects, making them successful, making them sustainable, and trying to find new challenges constantly, I think, is my main drive.”

Betancourt López’s strategic decisions show a clear understanding that consumer loyalty extends beyond product design; it also encompasses a brand’s values. 

Alejandro Betancourt López’s Blueprint for Business Resilience

Alejandro Betancourt López’s approach to business is grounded in a clear understanding of how to create sustainable value. His work with Hawkers demonstrates that long-term growth requires more than just capitalizing on short-term trends; it involves building a foundation that can support adaptability, global expansion, and brand loyalty.

His leadership offers insights into how businesses can thrive in uncertain times. By focusing on e-commerce, diversifying product lines, and prioritizing sustainability, he has positioned Hawkers as a brand that is both responsive to consumer trends while also being capable of long-term success.

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