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Daisy Fuentes launch new affordable line of
clothing
 February
18, 2004 -- Kohl's Corporation today announced plans to launch a new fashion line by
Latina star Daisy Fuentes in selected stores and on Kohls.com.
The fashion line, which will be exclusive to Kohl's, will launch in March, coinciding with the opening of the first batch of new 2004 stores.
Fuentes, a fashion model/TV personality known for her commentary on such shows as MTV's House of Fashion and WE's Style World, developed the collection of day-to-dinner pieces that showcase everyday style solutions based on her personal style. The clothing line is being licensed and manufactured by New York-based Regatta USA.
"When you're looking great, chances are you're feeling great about who you are," said Fuentes. "My new line consists of modern options that make looking stylish simple."
The line, in development since June 2003, features separate tops and bottoms in quality materials priced to appeal to Kohl's core customer. Daisy Fuentes oversaw the development of the fashions.
"We do believe it will appeal to the Hispanic market," spokeswoman Vicki Shamion said of the Fuentes line.
She said the Fuentes alliance is not intended as a Hispanic marketing strategy. Surveys have shown that Fuentes, who came to the United States at age eight, has broad appeal among Kohl's shoppers, she said.
"Daisy Fuentes has strong name-recognition among Kohl's female shoppers, and our research shows that she appeals to a broad cross section of Kohl's shoppers. Our alliance with Daisy reinforces our ongoing effort to meet the needs of our customers," said Kevin
Mansell, Kohl's president. "Backed by Daisy's sense of style, the Daisy Fuentes brand will be presented at affordable price points in the same convenience format that shoppers have come to rely on Kohl's for."
New York-based Regatta USA is a leading designer and marketer of branded and private label apparel. The company's nationally recognized brands include Gloria Vanderbilt Knits and
Activewear, Bongo Sportswear, Regatta, and TeeCo.
Based in Menomonee Falls, Wis., Kohl's is a family-focused, value oriented specialty department store offering moderately priced national brand apparel, shoes, accessories and home products. The company operates 542 stores in 36 states. For a list of store locations, or for additional information, visit Kohl's Web site at
www.kohls.com.
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