You hop into an elevator in Los Angeles and you happen to meet Sofia Vergara while she is rushing for her next photo shoot. Rather than stare, ask her about her latest business move with Kmart. You may be surprised… there is more to Vergara than just her hips.

The Emmy-nominated actress, Sofia Vergara, opened business talks with Kmart to design a collection of contemporary clothing. Yes; Sofia Vergara the Colombian-born bombshell who is celebrated for her curves. Her collection will include sportswear, dress, jewelry, footwear and handbags, and the target market is young, fashion-conscious women who seek trendy and seasonal must-haves.

For Vergara, doing the line was a no-brainer. “This is kind of natural for me,” she tells WWD. “I have always been interested in clothes and makeup and beauty. I always dressed up. I wasn’t laid-back about it. I’m not lounging around in sweat clothes and flip-flops. Maybe a nice pair of sweats.”

The “Modern Family,” actress is excited about modeling miniskirts, jeggings, leopard bustiers, tight dresses and sultry tunics. But, does this sound off an alarm for mass merchants when it comes to younger audiences?In her recent interview to WWD, she said the collection doesn’t cross the line. “You have to realize that it’s me wearing it. You’ve just seen it on me,” she says. “All the pieces are very wearable. And we have them in all sizes.”

The clothing will be figure flattering, they say, and the handbags will reflect the current trends from the runways. But why Kmart when Vergara herself is not a “typical” blue-light shopper?

Simple. No. 1: Being Hispanic, her direct niche will be Hispanic, whom are surveyed to be more brand loyal than the average American consumer. This suggests that they would be less responsive to direct marketing campaigns and to factors such as price and quality.

No. 2: The Hispanic market's current size, formation of larger households, heavy concentration in the top, youngest, trend-setting markets in the U.S., accompanied by their speedy wealth creation and high consumerism are at odds with the neglect of investment across most advertising and marketing categories.

It is imperative for U.S. marketers to reanalyze and immediately adopt new strategies in the way in which they have historically allocated corporate marketing resources. Vergara knows that multiculturalism is redefining what it means to be American today. With the changing appearance of the U.S. population comes new definitions of the U.S. consumer and new dilemmas for marketers trying to reach those whose tastes, customs and language may differ from what is commonly known as “general market.”

The biggest mistake that any businessperson can make is to view the U.S. Hispanic market as homogeneous. Acculturation levels, language preferences and country of origin make for unique sub-groups within the segment. All information that Vergara is using for her next business moves.

So is it risqué? No… if Vergara is wearing it; they will buy it. “We’re trying to fill a hole in the store. They wanted to appeal to a younger woman with something a little spicy. The times are changing,” explains Vergara, who was recently named one of the most powerful Hispanic women in entertainment by The Hollywood Reporter.

According to John Goodman, executive vice president of apparel and home for Sears Holdings Corp., which operates Kmart, the tie-up with Vergara represents Kmart’s efforts, he told WWD, “to gain more relevance in a younger audience, especially around contemporary fashion.…We have built a junior business,” with such labels as Dream Out Loud by Selena Gomez and Bongo. “We think Sofia has a great way about her. She’s beautiful. She has a specific style and she truly represents the modern woman.”