Women’s Wear Daily
04.23.2014
fashion-scoops
fashion-scoops

New Target Line Ámbar Focused on Latinas

The collection features brighter, bolder colors and prints and flattering cuts and silhouettes.

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LATIN BEAT: Ambar, Target’s first line targeting Hispanics, is launching this month with brighter, bolder colors and prints and flattering cuts and silhouettes. Graphic patterns, florals, bold color combinations and animal prints take the form of strapless dresses, pencil skirts and skinny pants in the line. The first group features 39 styles. Additional deliveries will follow in May, August and November. The collection is available at Target.com and select stores, including units in Florida, California, Texas, Arizona and New York. Prices range from $16.99 to $39.99. Target sent the collection to Latina bloggers Daniela Ramirez of Nany’s Klozet, Rosy Cordero of Fab Girl Mag and Romina Nabhen of My Life Mi Vida, and made a video of their reactions to the looks with style expert Rodner Figueroa. “At Target, we believe in constant evolution and that means evolving with the population shifts in the U.S.,” said a spokeswoman. “All of Target’s guests have unique preferences, including our Latina guests. We know they shop our other store brands, but the assortment didn’t always appeal to their preferences. Ámbar addresses feedback we’ve received from our guests, specifically with regard to fit and aesthetic.” Target conducted market research with customers from different backgrounds to understand what the Latina shopper wants.

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