Kmart adds celebs to Latina blogger community

NEW YORK: Hispanic celebrities, including Sofia Vergara and Cristina Saralegui, will soon be lending their voice and presence to Kmart's Latina Smart blogger community, which launched this May.

NEW YORK: Hispanic celebrities, including Sofia Vergara and Cristina Saralegui, will soon be lending their voice and presence to Kmart's Latina Smart blogger community, which launched this May.

"We will be introducing our celebrity voices very shortly," said Mark Synder, CMO of Kmart, following today's media luncheon in New York City focused on its offerings for the upcoming back-to-school season. "[They] will be involved in Twitter parties and will participate in advancing our story. Both of those ladies are very well regarded, and a very important piece of our social component."

The Facebook-hosted community is comprised of five "blogueras" who write their own blogs and participate in Latina Smart-themed Twitter parties and photo contests. The effort is also supported by a YouTube page.

Earlier this year, Vergara, an actress starring in ABC's "Modern Family," signed a deal with Kmart for an exclusive contemporary clothing, footwear, and jewelry line. The line is slated to hit stores this fall.

Saralegui, a Hispanic journalist and talk show host, launched a home product line called Casa Cristina at Kmart in September 2010. The offering features furniture, home accents, bedding, mattresses, bath products, and lighting.

Kmart retains Euro RSCG Worldwide PR and Zeno Group for much of the mainstream market through a contract with parent company Sears Holdings. Flowers Communications Group supports Kmart's Hispanic efforts. In April, Alison Brod won a part of the retailer's fashion business.

At today's media luncheon, Kmart debuted a number of its initiatives for the upcoming back-to-school shopping season. The retailer will be refreshing its exclusive iCarly-, Selena Gomez- and Rebecca Bon Bon-licensed clothing and accessories ranges, geared toward the juniors and tween audience.

In the footwear category, Kmart will be re-launching its in-house Protege offering, geared to boys and young men ages 12 to 18, with new styles and athlete spokespeople. Meanwhile, a big push will also be made for its Smart Sense-owned brand of more than 1,100 home, beauty, and snack products, as well as its layaway program for the college crowd.

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