Chica's Brand Push
Los Angeles–based Chica Inc. is looking for fresh ethnic faces to be featured in a $150,000 ad campaign set for Spring/Summer 2004.
The 5-year-old juniors company has been searching for young Latina women with inspiring stories to help promote Latino culture and lifestyle. The company has also added a section to its Web site, www.chica1.com, called “Chicas we are proud of,” where it plans to post pictures and biographies of inspiring women throughout the Latino community.
“The Chica brand signifies empowerment, following your dreams and your heart,” said Helen Martinez, founder. “It is very fitting for women who embody these qualities to represent our brand.”
The launch of the ad campaign features Patricia Lopez, who is an LATV veejay, a CBS news anchorwoman and the host of “Mex 2 the Max,” which airs biweekly on KJLA. In the ad, Lopez holds a microphone and wears a tank top with the Chica logo and jeans.
Beginning this month, Chica’s ad will be featured in youthful consumer publications, including Latina magazine, and at trade shows and other events that feature Hispanic lifestyle products.
The Chica brand is sold at retailers including Fred Segal, Macy’s, Mervyn’s and Torrid at retail price points ranging from $18 to $34. —Claudia Figueroa
