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Sears woos teen market

Sears is looking to position itself as the go-to retailer for teens, and to that end has launched an exclusive fashion collection by Seventeen Magazine.

The full collection is available at 450 Sears stores nationwide as well as on Sears.com. Shop Your Way members and customers can shop the collection, enter sweepstakes and explore exclusive content from Seventeen Magazine at shopyourway.com.

The new line is designed to align with readers' personalities and suit every style for every girl, with a mix of key trends and everyday pieces, the company said. The line, which features 83 pieces in total, includes printed leggings, denim vests, military jackets, boho dresses, cardigans and feminine blouses, as well as accessories, handbags, jewelry and footwear, retailing for under $50.

"Seventeen Magazine is a trusted leader in the teen market and fashion is one of its core pillars, so a clothing line is a natural extension for the brand," said Glen Ellen Brown, VP of Hearst Brand Development. "Sears' digital capabilities, along with its enormous distribution in an integrated retail model makes the Seventeen collaboration a natural fit, providing teens easy access to on-trend and affordable apparel, available across every platform."

In conjunction with the launch, hashtag #17Style will be utilized across all social media platforms. Sears will additionally offer 10 specialty shops featuring Seventeen signs, charging stations and interactive elements that include digital magazine content and social feeds.

"As we continue to transform the Sears apparel business, we are working to create deeper, exclusive brand relationships that both engage our members and increase the level of fashion across multiple channels," said Sheila Field, chief marketing officer for Sears Apparel. "By combining the influence and fashion credentials of Seventeen Magazine with the broad reach and integrated retail leadership of Sears we can bring the teen shopper the styles she wants with the enhanced shopping experience she has come to expect."

The relationship marks the magazine's first apparel and accessories collection since its inception 70 years ago. Produced by Adjmi Apparel Group, the new collection arrives just in time for back-to-school shopping.

 

 

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