updated 02:41 pm EDT, Wed May 22, 2013
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Verizon Wireless has announced a partnership with Jennifer Lopez, hoping to woo Latino customers under the new retail brand Viva Movil. The brick-and-mortar stores promise to deliver a unique customer experience, with play areas for children and bilingual sales representatives, though the devices and service plans will reflect Verizon's standard offerings.
Lopez is the majority owner of the venture and her likeness is prominently featured on the website, renderings of the store facade and on the in-store displays. The locations will also feature official "Jennifer Lopez accessories," including phone cases created from faux crocodile and snake hides or genuine ostrich leather.
At a CTIA press conference, Lopez stressed that "[Latinos] do things differently, including how we shop for devices." She also noted that the Latino market has reached past $1 trillion in purchasing power in the US alone.
The first Viva Movil location will open in June in New York, followed by at least 14 more stores in other cities such as Miami and Los Angeles.