Macy’s Courts Latinas With Exclusive Private Brand

Thalia MAcys

Macy’s announced this week the official launch of the Thalia Sodi private brand collection, inspired by the internationally recognized singer, songwriter, entrepreneur, author and philanthropist Thalia. The exclusive, new collection includes apparel, shoes and jewelry and is available at 300 Macy’s stores nationwide and on macys.com.

“Macy’s new Thalia Sodi collection is our largest introduction yet, launching in multiple categories and offering our customers a coordinated look across apparel, shoes, and jewelry,” said Jeff Gennette, president of Macy’s. “We have been honored to partner with international superstar Thalia to create a collection inspired by her personal style that will appeal to women everywhere.”

The eponymous new line will feature feminine, figure-flattering dresses, tops and pants as well as shoes and accessories. Bold prints, bright colors, sexy silhouettes and glitzy jewelry bring a touch of glam to the line and are staples throughout the collection.

The collection provides great style and fashion for all women, with a special emphasis on design and fit to appeal to and meet the lifestyle needs of the Hispanic consumer. Comprising a large portion of Thalia’s fan base, the Hispanic customer makes up one of the fastest-growing consumer segments in America. Based on the brand’s in-depth research, the collection was designed to meet the needs of all body types with specific fit attributes and feminine silhouettes in mind.

“I wanted to deliver a collection to my fans that is transitional and fits their dynamic lifestyles – from day to night,” said Thalia. “I also wanted to create something that works and fits for women of all styles and sizes – that will make every woman feel beautiful. I’m very excited to be launching my new collection at Macy’s and giving my fans the opportunity to wear some of my favorite silhouettes that reflect my own personal style.”

“In any business and in any category – be it fashion, music or entertainment – if you have differentiation and can excite the marketplace, and if you cater to your consumer with something fresh and new at the right price, you will win,” said Thomas D. Mottola, former chairman and CEO of Sony Music Entertainment. “That is what the new Thalia Sodi Collection is.”

The official launch celebration will take place on March 5 at the retailer’s flagship Macy’s Herald Square with a personal appearance by Thalia. Macy’s and Thalia also hosted a media preview event on Tuesday, Jan. 20, 2015, where the collection was previewed during the first-ever Facebook collection launch via a live stream fashion show. The show aired on Thalia’s Facebook page and has now been viewed by millions of fans around the world.

Thalia will also serve as the brand’s model and spokeswoman and appear in a dedicated marketing campaign that will include outdoor, print, radio, digital, and a television commercial that will premiere nationally in mid-February.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.