Though I’ve traded in my Seventeen magazine for Vogues, I can’t deny that at one time in my life Seventeen Magazine played a huge influence on my teenie bopper decisions. Today, the Hearst publication is still wildly influential amongst teens and young women aged 15 to 24 and it looks like Sears is hoping that that influential pull might help grow their sales. Last week, Women’s Wear Daily reported that Seventeen magazine and Sears would be collaborating on a line of clothing, shoes, and accessories with an edgy bohemian theme. The collection, which is set to hit stores in July, will be sold in Seventeen-branded shops-in-shop in over 500 Sears stores.
It’s definitely an interesting choice considering Sears recent history however, vice president of Hearst’s brand development group, Glen Ellen Brown, seems to think they’re making the right decision, “we wanted a partner that is a design house and has its eyes on what’s happening and where trends are emerging,” Brown told WWD. “We wanted deep expertise on the manufacturing side. We figured out this is where we should be. We’re not exclusive. It was important that we found the right place at retail.”
In the past year or so, Sears has seen lawsuits, closed flagships and a net loss of $358 million in their fourth quarter. This collaboration with Hearst could play a major role in boosting Sears’ fashion credibility and appeal to a younger generation. “We think this is going to be a big win for us,” Sheila Field, chief marketing officer of Sears Apparel at Sears Holdings Corp. told WWD. “We’re going through a transformation in our apparel and fashion business and there is more to come. This is ongoing.”
Do you think this collaboration will be Sears’ saving grace? Let us know in the comment section below!
Image via A Beautiful Mess