Pineda Covalin Launches Online Collection with Mercado Libre

The renowned Mexican luxury brand, Pineda Covalin, is expanding its reach by launching a new online store on Mercado Libre. This collaboration aims to make the brand's iconic designs and vibrant colors accessible to a wider audience, particularly younger consumers. According to Lizbeth Cruz Jiménez (2024) in Milenio, the launch includes a fresh and youthful clothing line designed for diverse styles.

Embracing E-commerce

Cristina Pineda, the designer behind Pineda Covalin, expressed her enthusiasm for this new venture. «Entering e-commerce is a significant step for our firm, as we wanted to connect with and educate young people about making smart, lasting purchases; we are very excited,» she stated. Pineda emphasized the importance of the digital world and the strategic alliance with Mercado Libre, recognizing them as leaders in the e-commerce market. She believes this partnership will open a window to Latin America, allowing more people to experience the brand's unique aesthetic (Jiménez, 2024).

Mercado Libre's Perspective

José Gurmendez, Senior Director for the Marketplace at Mercado Libre, welcomed Pineda Covalin to the platform, highlighting the company's commitment to Mexico. He noted that the addition of Pineda Covalin enhances the range of clothing options available to consumers, offering greater style and confidence. Gurmendez emphasized Mercado Libre's ongoing efforts to provide access to the best brands for a wider audience (Jiménez, 2024).

The Design Process and Inspiration

The collaborative process behind Pineda Covalin's designs involves teamwork, with both Cristina Pineda and Ricardo Covalin actively listening to their team's input. This collaborative spirit often leads to unexpected discoveries and inspirations.

A Salvadoran Connection

Pineda shared an anecdote about a collection inspired by El Salvador's flora and fauna. During their research, they discovered that the Torogoz bird, El Salvador's national symbol, is also found in the cenotes of the Mayan region in Yucatán, where it is known as the Toh. This revelation sparked a reflection on the similarities between the regions and the interconnectedness of pre-Hispanic civilizations, transcending modern borders. «This is a demonstration that today we can shake hands and create this alliance and bridge of friendship between sister countries,» she added (Jiménez, 2024).

Curated Collection for a New Audience

Prior to launching on Mercado Libre, Pineda and Covalin carefully curated their creations to appeal to a younger, digitally savvy audience. The new collection features a range of clothing items designed for the summer season.

  • Bomber jackets in technical fabric
  • Embroidered cotton and linen vests
  • Silk kaftans
  • Dresses, blouses, skirts, and matching shorts
  • Hoodies
  • Iconic ponchos and huipiles

The designs, available since April 1st, are versatile and easy to wear, complementing metallic boots and sneakers. Pineda proudly mentioned that the footwear is made in Mexico, with the sneakers manufactured in Guanajuato (Jiménez, 2024).

Accessories and Leather Goods

In addition to clothing, the online store offers a wide selection of accessories and leather goods, including crossbody bags, leather backpacks, paper fans, and caps for the warm season. These elements create a versatile and contemporary collection with sporty touches, featuring innovative silhouettes and prints for everyday wear in the city.

The collection showcases recent prints such as Los Tesoros de la Tierra, Cempasúchil, and Caritas Sonrientes, as well as iconic patterns like Carnaval Latinoamericano, Viaje al Mictlán, and the Águila Real Mexicana (Jiménez, 2024).

Commitment to Customer Experience

Pineda Covalin is committed to ensuring a positive customer experience from the moment a customer selects a garment to its arrival. «To guarantee secure and fast deliveries, we have partnered with Mercado Libre and its logistics network, which is one of the most robust in Latin America, offering deliveries in very competitive times. The packaging and handling of our products are designed to preserve the quality of each piece, maintaining the standards that characterize the brand,» the designer affirmed (Jiménez, 2024).

Reference

Jiménez, L. C.. (2024). Pineda Covalin lanza colección en tienda en línea con Mercado Libre. Milenio.