Sears, Publisher to Market Latina Fashions | Adweek
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Sears, Publisher to Market Latina Fashions

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NEW YORK Sears said Tuesday it has signed a deal with Latina Media Ventures, the publisher of Latina, to create Latina Life, a line of apparel, footwear and handbags "influenced by the style of Hispanic women."

Latina Life will be "one of the first women's clothing lines launched by a major retailer and a leading Hispanic-focused media partner," according to the Hoffman Estates, Ill.-based retailer.

Latina Life clothing will be designed primarily by Jones Apparel Group under the fashion direction and counsel of Latina magazine. Latina Life-branded merchandise will debut at 425 Sears stores in fall 2005, with an assortment of products available on Sears.com. The brand will be extended to include costume jewelry and other accessories in spring 2006.

Latina Life will be marketed nationwide through an integrated mix of Sears and Latina cross-marketing and public relations efforts, including point-of-purchase, 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," Gwen Manto, Sears evp and general merchandise manager, softlines, said in a statement. "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."

—Brandweek staff report