Expanding South
Authentic Brands Group, the brands owner, marketing and entertainment company, has launched Thalia Sodi, a women's apparel label, for the Mexican market.
Thalia Sodi has introduced a ready-to-wear collection for fall/winter at 50 Promoda locations in Mexico City and the metropolitan area.
The collection includes 100 styles of blouses, dresses, pants, jeans, sweaters and jackets in four different capsules, including animal prints and metallics. Retail prices range from $25 to $108.
The brand will introduce intimates, athletic wear and handbags in the coming year, and will expand to a total of 150 Promoda doors nationwide by the end of 2019.
Promoda, which has 160 store locations in Mexico's main cities and in more than 28 states of the Mexican Republic, is the leading retailer in Axo Group's off-price division.
Thalia, a singer, songwriter, actress, entrepreneur and fashion designer, is considered one of the best-selling Mexican and Latin musicians. Thalia has 15 numberone singles and more than 50 million albums sold worldwide.
She has also starred in several telenovelas that have been translated in numerous languages and have aired in more than 180 countries. She has 43 million social media followers around the world.
“Mexico holds a special place in my heart and I'm so excited to launch my brand-new apparel collection at Promoda,” said Thalia Sodi. “Drawing inspiration from my own personal style, the line is modern, feminine and youthful.”
As part of the launch, Promoda unveiled a brand image campaign featuring Thalia across print, digital and social media, as well as through out-of-home including billboards and transit.