By Hannah Madison
Alejandro Betancourt López is more than an entrepreneur; he’s a visionary leader who has built a reputation for staying ahead of market trends. As the driving force behind Hawkers, a sunglasses brand that disrupted the eyewear industry with its affordable luxury model, Betancourt López has consistently demonstrated the power of innovation in building sustainable business success. His focus on digital strategies, creativity in marketing, and product development has allowed Hawkers to outpace competitors in a rapidly changing fashion landscape.
Hawkers’ initial success can largely be attributed to its ingenious business model, which broke away from the traditional retail structure of opulent eyewear. Under the leadership of Alejandro Betancourt López, the brand opted for a digital-first approach, focusing on direct-to-consumer sales through online platforms. This strategy lowered overhead costs, and also allowed the company to reach a global audience more quickly and efficiently.
In 2016, when Betancourt López became a key investor and leader, he leveraged social media and influencer marketing as core elements of Hawkers’ growth strategy. He recognized the potential of platforms like Instagram and Facebook to create a direct connection with consumers.
“It was cool, it was fresh, and we were doing something different than anybody else at the time, which is online social, or social media marketing,” he explained, reflecting on the brand’s early efforts to disrupt the eyewear market.
“And that approach totally disrupted the market in the way we penetrated the market. And I think that that innovation has built a huge brand that is today Hawkers.” Hawkers didn’t just sell sunglasses; it offered a lifestyle. By focusing on affordable, high-quality products, Alejandro Betancourt López was able to meet the needs of consumers who wanted designer-style eyewear without the hefty price tag.
At the heart of Betancourt López’s leadership at Hawkers is a commitment to digital strategies. From the beginning, he has used data-driven decision-making to guide everything from marketing campaigns to product launches. By analyzing customer behavior and preferences, he ensured that Hawkers remained agile and responsive to market trends.
This digital-first strategy also helped Hawkers scale quickly. By understanding consumer demands in real time, Betancourt López and his team could adjust their strategies to meet those needs, whether by launching new products or optimizing marketing efforts.
One of the most inventive aspects of Hawkers' marketing strategy was its reliance on social media and influencer collaborations. By partnering with personalities who resonated with the brand’s target audience, Hawkers was able to tap into a vast network of potential customers. Nearly 90% of the company’s sales were driven by social media at one point, showcasing the effectiveness of this approach.
As Hawkers grew, it faced the inevitable challenges of market saturation and digital ad fatigue. With more brands competing for consumer attention online, standing out became increasingly difficult. However, Betancourt López’s focus on creativity and adaptability allowed the brand to continue thriving in a crowded marketplace.
One of the key ways Hawkers overcame these challenges was by continuously evolving its product offerings. Betancourt López and his team launched new collections, ensuring that the brand remained fresh and relevant. For example, the introduction of the H20 sunglass line, made from recycled materials, was a direct response to the growing consumer demand for eco-friendly products. This move reinforced Hawkers’ commitment to innovation while also aligning the brand with broader sustainability trends in the fashion industry.
“Social responsibility is a big thing,” he noted. “The customers demand that companies incorporate [corporate social responsibility] into their strategy and into their business plan. It’s the very DNA of doing business.”
This sustainability initiative also extended to Hawkers’ packaging, which now includes 100% sustainable materials[1] . By integrating these eco-friendly practices into the company’s operations, Betancourt López positioned Hawkers as a leader in both fashion and corporate responsibility. His focus on sustainability is a clear example of how keeping on-trend can be applied not just to products and marketing but also to the broader business model.
By prioritizing sustainability, he’s ensuring that Hawkers remains relevant in the long term, appealing to a new generation of consumers who value ethical business practices as much as product quality.
Alejandro Betancourt López’s leadership at Hawkers continues to be defined by innovation. Whether through product development, marketing, or sustainability efforts, he’s consistently pushed the boundaries of what’s possible in the eyewear industry. One of the key reasons for Hawkers’ ongoing success is Betancourt López’s ability to anticipate market trends and adapt the company’s strategy accordingly.
Moving forward, Betancourt López shows no signs of slowing down. His focus on expanding Hawkers’ product line and entering new international markets demonstrates his commitment to keeping the brand at the forefront of the fashion industry. By continuously staying ahead of consumer trends, Betancourt López ensures that Hawkers remains competitive in an increasingly digital and global marketplace.
Moreover, his emphasis on digital transformation makes it certain that Hawkers will remain agile and adaptable. Through his unwavering commitment to creative solutions, Alejandro Betancourt López has built a successful business while also setting a new standard for what it means to be an entrepreneur in the digital age.