MIAMI -- Kmart has put its brand-dependent strategy to the test by executing what is arguably the most aggressive ethnic-label rollout the mass market has ever seen. Through its new partnership with Mexican pop sensation Thalia Sodi, including the launch earlier this month of a new apparel and home goods line under the same name, Kmart is positioning itself as the market-leading purveyor of Latino culture--a gamble that could either put Kmart years ahead of its competitors or drive it directly to the grave.
"We want to put the sizzle back into Kmart's assortment," said Joe Wagner, dvp of product development and trend at Kmart. "[We] feel her extremely trendy merchandise is a great value and will find an audience with Hispanic and non-Hispanic customers alike
urlencode Thalia Coleccion Thalia Sodi KMART | |
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| Music Alguien Real (Baby, I'm In Love) Thalía | Upload TimePublished on 31 Jan 2009 |
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