Kmart con Salsa: Will It Be Enough?

Caught between Wal-Mart and Target, the discount chain is reaching out to Hispanics. Among the efforts: Weekly ad circulars in Spanish

Move over, Martha. Here comes Thalia. The sexy Mexico-born pop star is about to add some sizzle to Kmart Corp.'s (KM ) tired image. Industry sources say the queen of Latin pop will lend her name to a new line of clothing, shoes, and cosmetics for Kmart. Although unknown to many English-speaking Americans, Thalia (pronounced Tah-lee-ah) has a big following among Hispanics in the U.S. The exclusive apparel line is part of a new strategy to woo Hispanic shoppers that may be Kmart's best hope for reviving its flagging business.

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