Macy's wooing Latinas with Thalia line
In an effort to boost its appeal to Latina fashionistas, Macy’s has launched a new collection designed by an international Hispanic superstar.
The retailer’s new, exclusive Thalia Sodi collection includes apparel, shoes and jewelry and is available at 300 Macy's stores nationwide and on macys.com.
“Macy’s new Thalia Sodi collection is our largest introduction yet, launching in multiple categories and offering our customers a coordinated look across apparel, shoes and jewelry,” said Jeff Gennette, president of Macy’s. “We have been honored to partner with international superstar Thalia to create a collection inspired by her personal style that will appeal to women everywhere."
The collection provides fashion for all women, with a special emphasis on design and fit to appeal to and meet the lifestyle needs of the Hispanic consumer, which makes up a large portion of Thalia’s fan base. While the rapidly growing Hispanic market appeals to many brands, the battle for fashion-hungry Latinas' clothing budget is especially fierce. In 2013, Latina magazine polled its subscribers and reported that Macy's and Target scored highest as women's first choice for fashion, at 18%. Kohl's had 13%, Walmart 12%, and JCPenney 10%. Retailers have been stepping up their offerings in a bid to appeal to them, including Kmart (Sofia by Sofia Vergera collection) and Kohl's (Jennifer Lopez and Narciso Rodriguez). “I wanted to deliver a collection to my fans that is transitional and fits their dynamic lifestyles – from day to night,” said Thalia. “I also wanted to create something that works and fits for women of all styles and sizes - that will make every woman feel beautiful. I'm very excited to be launching my new collection at Macy's and giving my fans the opportunity to wear some of my favorite silhouettes that reflect my own personal style.” Macy’s is hosting an official launch celebration on March 5 at the retailer’s flagship Macy’s Herald Square with a personal appearance by Thalia. Thalia will also serve as the brand's model and spokeswoman and appear in a dedicated marketing campaign that will include outdoor, print, radio, digital and a television commercial that will premiere nationally in mid-February.