Macy’s (M)is extending its “star” campaign and shoring up its multicultural bona fides with a new clothing line from Latin Grammy Awards winner Thalia Sodi. The line is a mix-and-match collection of separates, dresses and accessories featuring bold prints and colors. The line is presented with curve-hugging shapes on Latina models, and is being supported with TV marketing dollars. What’s especially exciting about this launch is how our store checks revealed that it appears to performing well and selling at full prices.
From a macro perspective, the brand is indicative of the rise and buying power of the Latina market and is another example of the use of Latina celebrities (such as the Sofia Vergara line at K-Mart) to reach this segment. For retailers, this represents an opportunity to further reach the fastest-growing U.S. demographic where clothing plays an important part in signaling social and economic progress.
Mary Epner Retail Analysis provides custom reports on fast-moving segments like this, and how the right merchandising is poised to capture value. Please contact us for more information on how our analysis can answer questions that drive your decision making.
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