Dive Brief:
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Sears is working with Seventeen magazine to curate a collection of apparel and accessories for teen girls. It’s the first fashion collection by Seventeen, which has published for 70 years.
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The collection is available now at 450 Sears stores and on its website, and Shop Your Way members are privy to added content and promotions.
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The retailer and the magazine are using #17Style on all social media to promote the launch, as well as creating specialty shops with special signage and interactive content.
Dive Insight:
For this year’s back-to-school season, Sears is busting through its graying image, enlisting a popular teen magazine for this collection aimed at teen girls. The move is creative, taking full advantage of social media, and seems to be priced right. The teen apparel segment is a tricky one these days, just one reason it will be interesting to see how this partnership between retail (especially Sears) and content will do.