Dive Summary:
- Kmart hopes to utilize the pop stars fan following to increase sales following a disappointing fourth quarter decline in its' first nine weeks.
- The apparel lines will also be available on shopyourway.com, a social shopping platform, that allows users a free membership to gain rewards, shop exclusives, and follow their favorite artist and designers.
- Both superstars have expressed sincere excitement in anticipation of their releases with the "iconic, mass retailer."
From the article:
"...We are thrilled to align Kmart and Shop Your Way with two of America's superstars," said Imran Jooma, EVP and president of marketing and online at Sears Holdings, Kmart’s parent company. "We welcome Adam and Nicki into our world and look forward to capturing their energy and creativity on ShopYourWay.com and translating it into unique apparel, accessories and other merchandise..."
