Sears will launch an exclusive apparel line for Hispanic women this fall with the help of an integrated marketing campaign. The effort will include in-store signage, direct mail, magazine inserts, newspaper inserts in English- and Spanish-language publications, fashion makeovers and a presence on sears.com and latina.com, the retailer said yesterday.
Latina Life apparel is a joint venture between Sears, Roebuck and Co., Hoffman Estates, IL, and Latina Media Ventures, New York, the publisher of Latina magazine.
The line, which will debut in 425 Sears stores and have a presence on sears.com, will consist of apparel, footwear and handbags influenced by the style of Hispanic women. Items will include form-fitting animal print faux fur jackets, ruched paisley skirts and metallic shoes with rhinestone embellishments. The line will be available in sizes 2-20 and will be priced from $36 to $79 per item.
The Hispanic market represents more than 13 percent of the U.S. population, and its income has grown dramatically in recent years, according to a statement from both companies.
The brand will be extended to include costume jewelry and other accessories next spring.
In other news from Sears, nine Kmart stores nationwide have started selling Kenmore-branded appliances and Craftsman tools and lawn mowers. Stores also have a kiosk where shoppers can order roofing, cabinets, countertops and other items from Sears Home Improvement Product Services. Kmart Holdings Corp. recently merged with Sears to create a new company, Sears Holdings Corp.
Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters