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Partnership With Thalia Continues Struggling Retailer's Hispanic Push

By Published on .

SAN FRANCISCO (AdAge.com) -- Kmart Corp. on Tuesday won bankruptcy court approval for a new product line endorsed by Mexican soap opera and singing star Thalia.

Kmart in recent months has been trying to build its Hispanic clientele, recently launching a Spanish-language magazine, La Vida, and adding circulars in Spanish as part of its marketing plans.

Hit song in Mexico
Thalia is well-known

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Spanish-Language 'La Vida' Features Lifestyle and Entertainment Content
in Mexico for her hit song "Amor a la Mexicana" ("Love Mexican Style"). Her product line will include clothing, cosmetics and accessories.

The struggling retailer's other private label line is from the equally embattled Martha Stewart, whose offerings focus on products for the home.

Kmart's Hispanic agency is Interpublic Group of Cos.' GlobalHue, Troy, Mich. Meridian handled Kmart's circulars, including the Hispanic circulars. Alturas Communications, Denver, Detroit and Miami, is handling the magazine. Kmart's general market agency is Omnicom Group's TBWA/Chiat/Day, New York.

Growing population
Kmart, operating since January under Chapter 11 bankruptcy protection, is the latest retailer to make a big push for Hispanic customers. Wal-Mart Stores, Sears, Roebuck & Co., JC Penney and others have been targeting media messages to the nation's growing Hispanic population and the $452 billion it spends annually in the U.S.

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