New York—Already boasting such junior brands as Bongo, Kardashian Collection and Nicki Minaj, Sears today held the exclusive launch of Seventeen Magazine‘s fashion collection. The addition of the Seventeen Fashion Collection to its brand portfolio is designed to make Sears a destination for teens to get stylish looks, offering apparel, accessories and footwear to create the perfect ensemble. Beginning today, the full collection will be available at 450 Sears stores nationwide as well as on Sears.com. Shop Your Way members and customers can shop the collection, enter sweeps, and explore exclusive content from Seventeen Magazine at shopyourway.com.
‘Transform Sears Apparel Business
The new line, which features 83 pieces in total, includes printed leggings, denim vests, military jackets, boho dresses, comfortable cardigans and feminine blouses, as well as accessories, handbags, jewelry and footwear, all retailing for under $50.
“Seventeen Magazine is a trusted leader in the teen market and fashion is one of its core pillars, so a clothing line is a natural extension for the brand,” said Glen Ellen Brown, vice president of Hearst Brand Development. “Sears’ digital capabilities, along with its enormous distribution in an integrated retail model makes the Seventeen collaboration a natural fit, providing teens easy access to on-trend and affordable apparel, available across every platform.”
In conjunction with the launch, the hashtag #17Style will be utilized across all social media platforms. Sears will additionally offer 10 specialty shops featuring Seventeen signage, charging stations and interactive elements such as digital magazine content and social feeds.
“As we continue to transform the Sears apparel business, we are working to create deeper, exclusive brand relationships that both engage our members and increase the level of fashion across multiple channels,” said Sears’ Chief Marketing Officer for Apparel Sheila Field. “By combining the influence and fashion credentials of Seventeen Magazine with the broad reach and integrated retail leadership of Sears we can bring the teen shopper the styles she wants with the enhanced shopping experience she has come to expect.”
The relationship marks the magazine’s first apparel and accessories collection since its inception 70 years ago. Produced by Adjmi Apparel Group, the new collection will arrive just in time for back-to-school shopping.