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Wal-Mart Signs Dayanara Torres to Promote New Low-Cost Apparel Brand
By Sandra O'Loughlin, Brandweek
As part of a strategy to attract consumers who may visit the store for cat food or paper towels, mega-discounter Wal-Mart is hoping to catch their attention with an exclusive, contemporary apparel collection called Metro 7 that launches in 500 stores today. If that doesn't do it, perhaps in-store POP featuring former Miss Universe Dayanara Torres, will. Torres, the former wife of singer Marc Anthony, also will star in TV, print and online marketing for the brand. In-store appearances are also part of the plan.
Metro 7 offers styles that are feminine and contemporary but at affordable prices, from $10-29 retail, in misses and plus sizes.
The brand represents the first step in Wal-Mart's new apparel strategy, which focuses on addressing the needs of Wal-Mart's diverse customer base. The strategy has involved customer research, opening a New York trend office to identify apparel trends and integrate them into Wal-Mart apparel offerings, more clearly defining its existing apparel brands and training merchandisers to improve the apparel-shopping experience.
"Dayanara perfectly embodies the modern, fashionable woman, and we're thrilled she is the 'face' for the Metro 7 launch," says Claire Watts, Wal-Mart executive vice president of apparel and home. "She's a young, beautiful mother whom our customers will find both approachable and inspirational."
The launch comes amid rumors that Wal-Mart could be interested in acquiring Tommy Hilfiger, which Wal-Mart to date has declined to confirm.
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