HotmailMiley Cyrus to design fashion line for Wal-Mart
Star teams up with Max Azria to come up with affordable clothes for teens
 PR NEWSWIRE Miley Cyrus is wearing apparel from the new Miley Cyrus & Max Azria clothing line, launching this August only at Wal-Mart. |
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In a bid to get its customers to go beyond necessities like apples and detergent, Wal-Mart is launching a new fashion line with teen star Miley Cyrus and BCBG designer Max Azria for the critical back-to-school shopping season.
About 90 percent of the clothing and accessories in the exclusive collection, called Miley Cyrus & Max Azria, will sell for $12 or less.
The rock music-inspired line, which debuts in all stores in August, will be part of a triad of Wal-Mart-exclusive collections aimed at teens: the denim-based L.E.I. brand and surf-inspired Op also produce lines just for Wal-Mart.
In a phone interview with The Associated Press, John E. Fleming, vice president and chief merchandising officer for U.S. Wal-Mart stores, said that while the world's largest retailer attracts more than 140 million customers to its stores per week, "we are not getting them to participate in enough categories."
Wal-Mart has been one of few bright spots in the retailing sector as the economy soured. The discounter, whose re-emphasis on low prices and revamping of merchandise and marketing came together just then, has maintained that it's rapidly taking market share away from rivals as shoppers look to cut costs.
Its sales of discretionary items like home furnishings and clothing — while stronger than at key competitors — are weak but showing signs of improvement. Apparel sales accounted for 11 percent of last year's total revenue of $405.6 billion, Fleming said.
Analysts have maintained that Wal-Mart still needs to ramp up those offerings.
Fleming declined to offer sales projections for the new collaboration between Cyrus and Azria — chairman, chief executive and designer of BCBG Max Azria Group, which is also producing the collection.
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