Adam Levine and Nicki Minaj will be launching a lifestyle brand exclusively for Kmart stores. The line will be a multi-department line that will be sold throughout the Kmart stores, and will include apparel and accessories.
The music artists and music competition judges (Nicki with American Idol, Adam with The Voice), will each design and develop their collections, which will reflect their personalities, and distinctive individual styles. The lines will also be sold online with SHOP YOUR WAY (a free membership program and shopping community that offers rewards), where members can engage in unique social experiences to connect with each brand.
Nicki Minaj said about her partnership:
“I am so excited to work with this iconic, mass retailer and to bring affordable fashion to my beautiful barbz all across the U.S.”
Adam Levine, Maroon 5 lead singer, is excited about it as well:
“Partnering with SHOP YOUR WAY to develop this line was an exciting opportunity for me and I am really looking forward to diving into the process of designing an apparel and accessory collection.”
This should be very interesting.
Kmart is using two big stars to re-vamp their brand, which is a great idea on paper, but how will the line translate once it’s fully developed and in stores?
Both Kmart and Sears, are under Sears Holdings, who got the Kardashians to help “re-vamp” their Sears stores brand from home appliances to fashion retailers,with their clothing line Kardashian Kollection. Now they are attempting to do the same for Kmart. Both Adam and Nicki’s styles are distinctive and unique, so I’m looking forward to see if this is a beneficial partnership for the artist’s brand, as well as the Kmart brand.
By the way, have you seen the new fashionable Sears commercial where a woman dressed stylishly keeps getting asked “Where did you get that from?”, and she starts walking around telling people she got her clothing from Sears? I must say that the clothes, in the commercial, look nice. Their move to re-brand the stores and our perceptions of them is on-going and is a very smart and strategic move. Let’s see how this goes…..