LAS VEGAS — In response to buyer requests, Sherwin-Williams is partnering with International Market Centers to present the first Spanish-only color trends presentation during this month’s Las Vegas Market, and the new program underscores the opportunities represented by an increasingly diverse home furnishings marketplace.
“We wanted to find a way to support Spanish-speaking designers and painting professionals in the United States with tools that will inspire and educate,” said Sue Wadden, director of color marketing, The Americas Group. “Since 2010, we have created a Spanish version of Colormix in partnership with our Latin American team, so it just made sense to bring this version to the U.S. market.”
Wadden noted that Sherwin-Williams has a dedicated Spanish language website, SWLatino.com, where customers can source products and learn more about color resources. She added that “Paint Pros” can access a learning portal with paint and business-building tips, and Sherwin-Williams stores feature bilingual in-store signage as well as “bilingual talent who can support Spanish-speaking customers” as often as possible.
Cintia Fragoso, marketing specialist for Color, Mexico, The Americas Group, will lead the Spanish-only seminar at Las Vegas Market. Together with her Color Studio team in Mexico, Fragoso assists with color trainings, marketing tools and color trend forecasting, including some of the lifestyle factors that influence the color-of-the-year annual selections.
“It’s the reflective time of year again when looking back uncovers the path forward for so many things, but especially for revisiting how we connect to our surrounding environments, our stories, our relationships, and our simple daily joys,” Wadden said. “Terra, our Colormix 2023 Forecast, embraces this renewed sense of connection in our lives. We’re on a journey to experience beautiful, living color as we evolve. Our connection to the Earth, fond memories and future hopes are what will influence our perspective in the months that come.”
Sherwin-Williams plans to continue to develop resources for its diverse audience of buyers, as does IMC. Las Vegas Market is home to Platin, described by IMC officials as a “major industry partner with more than 900 buyers and sellers from more than 30 Latin American countries.”
The Platin Pavilion Building A showcases member vendors, serves as an incubator for brands to grow their American presence and provides a gathering place for members. Platin is presenting 24 member brands in winter 2023. For Las Vegas Market, IMC provides hands-on service for Platin members registering for market as well as travel assistance and other perks, officials said.
“Las Vegas Market is committed to helping buyers and sellers grow their businesses,” said Bob Maricich, CEO of IMC. “To do that, we must be focused on the success of all our customers.
“The American and international Hispanic/Latino retail and design community has significant buying power, so it is in our best interest to be their destination of choice for sourcing,” he added. “Amplifying Hispanic/Latino brands and makers brings diverse perspectives to our product offerings. … We are all better off with more voices in the marketplace, and Las Vegas Market is a platform for that growth. Offering a presentation in Spanish only is a first for Las Vegas Market. We hope to expand more programming like this to our other markets.”
The Sherwin-Williams Colormix seminar in Spanish will be held 2-3 p.m. on Jan. 29. Register here.