Attention Kmart Shoppers: Sofia Vergara is in the Store

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Sofia Vergara for KmartSofia Vergara is hot, but is she too hot for Kmart? The 38-year-old bombshell and break-out star of ABC's "Modern Family" is launching a line of apparel at the discount chain, targeted to young, contemporary women.

Young has a broad definition at Kmart. According to John Goodman, executive vice president of apparel at Sears Holdings (Kmart's parent company), "This collection is really aimed at the 25 year old and up age range." The line includes apparel, intimate apparel, accessories and footwear, and will be merchandises together in Vergara's own lifestyle shop, or boutique within Kmart stores. The individual pieces will also be included in their respective departments.

Vergara joins Selena Gomez and Jaclyn Smith celebrity apparel lines at Kmart. Gomez rolled out her collection of junior apparel last fall while Smith has called Kmart home for 25 years. "We have a strong business with Jaclyn Smith," says Goodman. "(But) she appeals to a more traditional customer. We've been missing something for the contemporary, modern group."

I don't know how contemporary, modern, young or hip Vergara's collection really is, but it's certainly true to the actress's personal style. Vergara modeled several looks and each is form-fitting and sexy. So much so, that comments on several blogs featuring the line, including Women's Wear Daily, indicate the collection may need to be toned down to appeal to the average shopper.But Vergara does have a broad appeal, appealing to women and men alike, and thanks to her Latin background, appeals to a range of shoppers beyond the average and help Kmart better serve Hispanic customers.

"The clothes are very form fitting, and figure flattering," said Goodman, "We really want (our designers) to be who they are and not try to change their persona. This speaks to who Sofia is."

Prices range from $9.99 for jewelery to $59.99 for jackets. Sofia Vergara for Kmart will be in stores this fall.
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