Modern Family's Sexy Sofia Vergara Hits Kmart's Sweet Spot
Cleavage baring? Check. Booty-hugging? Check. Profit-making? Check, check. It's an epic score for Kmart (SHLD) execs who snagged a serious dose of sexy to shake up its stores. Sofia Vergara -- you know her as the hoochie-coochie mama on ABC's Modern Family -- is joining forces with the discount chain to launch a line of apparel aimed at young, style-conscious women. It's just more juice for Kmart's little retail engine that could.
In the 38-year old Latina, Kmart is tapping a personality that's eminently relatable to a sizeable segment of its shoppers (think Hispanic women) as well as filling a gap in its offerings. The body-conscious assortment of va-va-voom leopard print dresses, teeny miniskirts, and decolette-framing bustier tops will snuggle in nicely beside Jaclyn Smith's more traditional togs and Attention's career-oriented separates.
But Kmart's not content to roll out another clothing collection and call it a rack. Together with LF USA, a subsidiary of Hong Kong-based Li & Fung, and Latin World Entertainment Licensing, Kmart will launch a complete lifestyle collection by Vergara. So look for racy intimates, handbags, shoes, and plenty of bling (all priced between $9.99 - $59) to complete those outfits.
What's smarter is Kmart's approach to merchandising the collection. I've lamented the fact that many of the chain's stores are still badly in need of makeovers. But Vergara's wares will be showcased in their own boutiques within the apparel department in about 800 Kmart stores starting in late August. New fixtures and signage can go a long way toward spiffing up 500 square feet of dingy space.
This could evolve into a tantalizing battle royale between Kmart and its parent Sears, which recently signed a sweet licensing deal with the sultry Kardashian sisters. And the sensual appeal of Sofia may certainly push Kmart further out in front in the fourth quarter of this year. 2010 results put Kmart ahead with a 3.4 percent rise in comps against parent-chain Sears (which saw same-store sales decline 5.3 percent). Is it hot in here?
Image via Kmart
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