Sears and Latina Team Up On Apparel Line
Sears, Roebuck and Co. and Latina Media Ventures, the publisher of Latina magazine, announced an exclusive partnership to create Latina Life, a new line of apparel, footwear and handbags influenced by the style of Hispanic women.
Latina Life apparel, which is designed primarily by Jones Apparel Group under the fashion direction and counsel of Latina magazine, represents the sophisticated lifestyle needs of fashion-conscious and career-oriented women, and Sears’ deep commitment to the Hispanic consumer. It also reflects Latina’s position as the leading bilingual magazine for Hispanic women, dedicated to their unique lifestyle and fashion sense, which lends credibility to the new line. Latina Life-branded merchandise will debut at 425 Sears stores in Fall 2005, and an assortment of merchandise will be available on sears.com. The brand will be extended to include costume jewelry and other accessories in Spring 2006.
Latina Life will be one of the first women’s clothing lines launched by a major retailer and a leading Hispanic-focused media partner. Women visiting Sears this fall will find a variety of wardrobe separates in extended sizes 2-20 and priced between $36 and $79. These separates represent an active lifestyle and a unique sense of self with a curve-conscious fit. Latina Life will be marketed nationwide through an integrated mix of Sears and Latina magazine cross marketing and public relations efforts, including in-store signage, direct mail, seasonal magazine inserts, newspaper inserts in English and Spanish-language publications, editorial features, fashion makeovers, and on sears.com and latina.com.
“This partnership combines a trusted, value-focused retailer with a magazine that has established itself as a leader by providing its readers with the latest news on Latina fashion and beauty,” said Gwen Manto, Sears executive vice president and general merchandise manager, Softlines. “We expect Latina Life apparel, footwear and handbags to appeal to a diverse population of fashionable women who are looking for fresh, beautifully- designed and well-fitted pieces that can take them affordably from work to weekend.”
“The creation of Latina Life is an important step toward extending Latina beyond its pages into a multidimensional brand, with apparel and accessories that truly celebrate accomplished Hispanic women who are succeeding in today’s world,” commented Fabio Freyre, CEO of Latina Media Ventures. “Joining forces with Sears, a company that, like Latina, enjoys tremendous brand equity in the Hispanic community, is a perfect fit. We look forward to working with the Sears team to develop collections that appeal to our Latina customers from season to season.”
Key Latina Life wardrobe separates include animal print faux fur jackets, embellished camis, shrug sets with velvet piping, sheer mesh tops, ruched paisley skirts and fitted pants with contoured yokes and piping. Footwear and handbags feature rich colors in luxe suede, metallic, faux fur, croc leather and animal print, along with studs, beading and rhinestone embellishments.
The Hispanic market is an important audience for retailers today given that it represents more than 13 percent of the U.S. population and incomes in the community have grown dramatically in recent years.
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