A few words used repeatedly start to sound like a chorus when Macy's talks about unveiling its new line of clothing and accessories with Thalía Sodi, a Mexican pop star: Curves. Prints. Color.
And the one perhaps used most, which signals this venture's true value, is "Latina."
"This is an amazing opportunity to deliver to the Latin consumer," Ms. Sodi said, who described the brand as "specifically focused" on Hispanics. "The dresses will be stylish and sexy, but not too simple. Colorful prints, nice contouring to flatter the body."
With the collection, the company joins media companies, political parties and other major retailers like Kmart, all of which have been showering attention on the country's fast-growing Hispanic population.
"We saw white space in this more mature, meaning nonmillenial, Hispanic or Latina customer," said Jeffrey Gennette, chief merchandising officer at Macy's. "We were not addressing her as fully as we want to."
The retailer plans to introduce the line of apparel, shoes and jewelry in 300 stores in spring 2015. "When you think about the metro markets in the United States, we see a play with this brand in everyone of them," Mr. Gennette said. A few categories of items will be specifically tailored for Latinas, including, the company said, a shorter in seam in many of the pants.
Hispanics make up nearly 17 percent of the United States population and are among the nation's fastest-growing demographic groups, according to the Census Bureau, and its buying power is creeping skyward as well. All this has made the Latino consumer extremely attractive, courted with quite a bit of urgency by companies during a tough economic climate.
"Where we are right now, retailers are looking for any kind of growth," said Marshal Cohen, chief industry analyst at NPD Group, a retail research company. "If I can get a 2 percent increase in the consumers who shop in my stores, it's worth the investment."