The chief creative officer promises a new kind of retail experience.
After conquering the worlds of music and fashion, Jennifer Lopez is taking on mobile.
The star has partnered with Verizon Wireless to launch a service called Viva Movil that is strictly aimed at Latinos, reports All Things D's Ina Fried.
"We do things differently, including how we shop for wireless devices," said Lopez, who will serve as Viva Movil's creative officer, during a press conference held in Las Vegas. The Latino market represents $1.2 trillion in purchasing power and, on its own, would be equivalent to the world's 14th largest country, notes Fried.
Whether you agree with its strategic branding or not, Viva Movil promises a different kind of retail experience. The staff is bilingual, there's a play station for kids, and naturally, it will carry a range of Lopez-crafted accessories.
Viva Movil's first bricks-and-mortar store will open in June at a "very busy intersection" in New York, said Fried, with 15 more planned for cities like Los Angeles and Miami.
But while it have retail outlets, the store will sell goods online. The digital site went live on Wednesday. So far, Viva Movil is selling Verizon's standard shared and non-shared mobile plans, along with a decent lineup of phones that includes the Droid Razr Maxx and Galaxy S III.
JLo said the company isn't remiss to to launch its own devices, but for now will stick to selling those in stock. Viva Movil will be more social, however, and feature Facebook integration on its site.
JANA KASPERKEVIC is a graduate of Baruch College, City University of New York, where she earned a bachelors degree in Journalism and Political Science. She covers start-ups, small businesses, and entrepreneurship for Inc. Her work has appeared in The Village Voice, InvestmentNews, Business Insider, and Houston Chronicle, among others. She lives in Brooklyn. @kasperka