Sears Looks for Broader Appeal With Latinas
By George Anderson
When it first launched its Lucy Pereda line of clothes targeted to Latinas back in September 2003, Sears’ Mindy Meads said, “Lucy is in touch with millions of women in the U.S. and Latin America, and she has used those insights to design a clothing line that is modern, feminine and elegant.”
Less than two years later, Sears has decided to discontinue the Pereda line because, as Gwen Manto, executive vice president and general merchandise manager, softlines for the company, said, “Lucy [Pereda] had a limited appeal. It was barer, more sexy, more clubby-type looks.”
“Its sales results were not great,” Ms. Manto told the Chicago Sun-Times.
In an effort to capture the market it was unable to claim with Pereda, Sears announced the introduction of a new clothing line called Latina Life. The product line, with items priced between $36 and $79, will be available in 425 Sears stores in August.
Latina Life is unique in that it involves a joint marketing and branding effort between Sears and Latina magazine.
“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 Ms. Manto. “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.”
Moderator’s Comment: Does Sears understand Latina consumers enough to succeed in this market? Will Latina Life succeed where the Lucy Pereda line did
George Anderson – Moderator
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