She dazzled us on the Kids’ Choice Awards “Orange Carpet” and makes tweens across the world scream at the very mention of her name. Selena Gomez’s success can be measured by many of her Disney counterparts’ successes — Miley, Hilary, Demi, Vanessa. Their names translate into many things, among them sparkly lip glosses packaged with their respective brands and, of course, dollar signs.
The celebrity/chain store collaboration is nothing new. In the past few months alone we’ve seen Mary Kate and Ashley team up with J.C. Penney for Olsenboye and Avril Livigne partner with Kohl’s for Abbey Dawn. It’s no surprise that Selena Gomez would be next in line. As a budding fashionista and symbolic dollar sign, the Gomez collaboration line is smart move for Kmart, a store that’s a bit behind in the celebrity partnerships when you consider the big names Walmart, Target, and H&M have collaborated with.
According to WWD, Selena’s juniors line, Dream Out Loud, will be sold exclusively at 1,327 Kmart locations throughout the United States and Puerto Rico. And while individualy nothing in the collection costs over $24, Kmart is projecting earnings of $100 million in the collection’s first year alone.
John Goodman, Vice President of home and apparel for Sears Holdings Corporation, Kmart’s parent company, told WWD:
“[Selena] will be the centerpiece of the juniors business and hopefully add credibility to the apparel business in the whole Kmart store. This is part of the plan to revamp and revitalize the apparel business at Sears and Kmart.”
Selena has been “completely thrilled” with the outcome and the pieces individually and as a entity scream Selena’s personal style, with an emphasis on the casual/comfortable and special attention to accessories (most notably scarves and hats).
See more pictures of the Dream Out Loud collection at WWD.
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