Kylie and Kendall Jenner (famous via Kardashian relations) have been signed on with PacSun to release a fashion line to target a younger, fashion-conscious demographic. Do you think this is a smart move by the company or do you think the Kardashians are oversaturated at this point?
Pacific Sunwear of California Inc. is trying to get women who stopped shopping at the retailer when they were teenagers to return to its stores and is betting Kendall and Kylie Jenner’s namesake clothing brand might do the trick.
We see them entering the sweet spot of our target customer, and we look at building a brand with them, not just creating a moment,” said Gary Schoenfeld, president and chief executive officer of Anaheim, Calif.-based PacSun. “Importantly, at a younger age than others, they have been able to really establish their own credibility as influencers on fashion." Read More