Glam or Sham?: Sears To Launch Kardashian Kollection and Adds Beauty Department to Stores
Sears is set on making itself a one-stop fashion and beauty destination. What better way to get your mojo back than by focusing on two of the most prolific industries in the world —fashion and beauty.
The company that’s the grandfather of catalogue shopping is looking to get it’s reign back as one of the top shopping destinations, for women ages 17-35, by partnering with one reality’s TV favorite families for the Kardashian Kollection clothing line.
According to a press release issued by Sears, the collection will encourage women to “celebrate a healthy and curvaceous body image,” and the pieces will channel each sister’s style personalities: “Kim’s glamorous red carpet looks, Kourtney’s more Bohemian chic vibe and Khloe’s rocker style.”
Hmmm… is it just me or was Bebe on to something when they hinted that their contract with the Kardashian trio more than likely won’t be renewed because their 15 minutes is almost up?
This won’t be the first time Sears has worked with someone from the Kardashian camp in an effort to garner young shoppers. Last year they teamed with Facebook and Disney for a social media campaign that starred Kylie Jenner that showcased online boutiques, fashion shows and contests.
The line will launch in 400 Sears stores. It will include 20 lingerie styles, 60 jewelry items, 30 handbags and wallets, 25 hats and gloves and 12 shoe choices,” according to WWD.
In addition to having a stylish collection of various clothing styles to choose from, there will also be an opportunity for customers to shop for their favorite makeup because the retailer is adding in-store cosmetics departments to more than 100 locations. Beauty products from L’Oreal, Maybelline, Revlon CoverGirl, and a range of others will be stocked on store shelves. The departments will also feature nail care from Sally Hansen, Essie and Nicole by OPI, as well as skin care, and perfume for men and women. There will also be “beauty advisers” on-hand to share makeup tips.
Glamazons, are you looking forward to shopping the Kardashian Kollection? Is Sears the type of place you would go to buy cosmetics?