Mag to Retailer: Seventeen launches fashion line with Sears
In a shrewd alliance of market forces, New York-based Seventeen Magazine, a Hearst Corporation publication aimed at teenage girls, is partnering with US department store chain Sears to develop a line of apparel specifically for its target audience.
The collection, which launches in July 2014, will be sold at 500 sq ft shop-in-shops installed at 500 Sears locations across the US. The dedicated store sections will be branded with Seventeen Magazine signage, and will include interactive elements such as charging stations.
Glen Ellen Brown, Hearst’s vice-president of brand development, explained to fashion industry trade journal WWD why the publisher is collaborating with Sears: “Our whole objective is to be able to distribute where people can find us very quickly.” Brown also notes that Sears has been extremely proactive in bringing interactive technology into its bricks-and-mortar locations to better engage the apparel line’s target demographic.
Commenting on the mutually beneficial nature of the partnership, Sears’ chief marketing officer Sheila Field said: “We’ll be tapping into Seventeen’s great readership and using all the Sears channels, especially digital and social, to target this consumer.”
Seventeen will promote further digital engagement with the collection via Sears’ Shop Your Way, an online shopping community that incorporates a loyalty programme, social sharing, and celebrity-curated shopping lists. The Seventeen line will have its own branded page with exclusive content; users will also be able to add these products to sharable Pinterest-style catalogues.
To read more about the blurring of lines that separate media companies and retail brands, see Shoppable Content: Publishing and Asos News Channel. For more on retailing to teens, see Store Concepts for Teens.