Wal-Mart to Sell Clothes Designed by Miley Cyrus, Max Azria
Walmart Stores Inc. said that in August it will launch line of clothing for young women created by teen singer and actress Miley Cyrus and longtime fashion designer Max Azria. Ms. Cyrus is the star of the Disney Channel's popular series Hannah Montana, and also performs and records her own music. The line of knit tops, pants and graphic T-shirts will reflect "her young woman rocker sensibility," said John Fleming, chief merchandise officer for Wal-Mart.
Though the Bentonville, Ark., retailer has fared well during the recession by attracting customers seeking low prices on basic products like food, it is trying to increase sales of higher-margin merchandise such as clothing.
But Wal-Mart has had a spotty track record selling stylish clothes. Several years ago, it created a trendy line for women called Metro 7 that failed when the retailer tried to expand it to more stores. Relatively expensive women's career clothing by designer Mark Eisen, advertised in Vogue magazine, also sold poorly and was discontinued.
The retailer has traditionally had better success with clothing for younger women, and last year bolstered its teen merchandise by stocking several exclusive brands, including the surfer-inspired Op and jeans by L.e.i.
The Miley Cyrus and Max Azria clothing will be sold along with a CD Ms. Cyrus made exclusively for the retailer. Wal-Mart is also the sole sponsor of Ms. Cyrus' upcoming U.S. and European tour.
story from wall street journal, pics from teen vogue
Walmart Stores Inc. said that in August it will launch line of clothing for young women created by teen singer and actress Miley Cyrus and longtime fashion designer Max Azria. Ms. Cyrus is the star of the Disney Channel's popular series Hannah Montana, and also performs and records her own music. The line of knit tops, pants and graphic T-shirts will reflect "her young woman rocker sensibility," said John Fleming, chief merchandise officer for Wal-Mart.
Though the Bentonville, Ark., retailer has fared well during the recession by attracting customers seeking low prices on basic products like food, it is trying to increase sales of higher-margin merchandise such as clothing.
But Wal-Mart has had a spotty track record selling stylish clothes. Several years ago, it created a trendy line for women called Metro 7 that failed when the retailer tried to expand it to more stores. Relatively expensive women's career clothing by designer Mark Eisen, advertised in Vogue magazine, also sold poorly and was discontinued.
The retailer has traditionally had better success with clothing for younger women, and last year bolstered its teen merchandise by stocking several exclusive brands, including the surfer-inspired Op and jeans by L.e.i.
The Miley Cyrus and Max Azria clothing will be sold along with a CD Ms. Cyrus made exclusively for the retailer. Wal-Mart is also the sole sponsor of Ms. Cyrus' upcoming U.S. and European tour.
story from wall street journal, pics from teen vogue
