Wal-Mart is strengthening the link it has been forging between merchandise and entertainment particularly with younger consumers as it launches a Miley Cyrus & Max Azria exclusive clothing line timed to get a publicity boost from the singer’s upcoming concert tour.
The retailer will sponsor the Cyrus tour, scheduled to hit 45 cities in late summer and autumn.
In developing the clothing line, Wal-Mart teamed Cyrus, who rose to fame on the television show Hannah Montana, and Max Azria of apparel house BCBGMAXAZRIAGROUP to develop what it described as rock and roll influenced tops, pants, graphic tees, shoes and accessories at prices that come in at $20 or less. The line will hit Wal-Mart stores and Walmart.com in early August, in time for the concert tour. The Cyrus line targets a different audience than product under the name of the singer’s Hannah Montana television character. Said Wal-Mart spokesperson Melissa Hill:
Hannah Montana is part of our licensed business which focuses on children and is very different from juniors. The Miley Cyrus & Max Azria line targets an audience of teens and young adults, is a private label and available only at Walmart. Launching Miley Cyrus & Max Azria presents another cross-category merchandising opportunity involving entertainment and product.
The line represents a new phase in the Cyrus relationship with Wal-Mart, where she is a top-selling recording artist but something more as well. Last year, Wal-Mart made a major push with her Best of Both Worlds Concert DVD, providing it exclusively a month before the general release and simultaneously rolling out a 140-item assortment of related merchandise. Wal-Mart spokesperson Melissa O’Brien said of the endeavor that linking entertainment and product promotion has…
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