Collaborations between big fashion retailers and several celebrities seem to be a highly profitable business nowadays being one of the most used marketing strategies of the moment. It seems like the famous retailer Kohl's is using a similar strategy as the company just stroke a deal with the world famous couple Jennifer Lopez and Marc Anthony.
While celebrity inspired lifestyle collections are nothing new, it seems like Jlo and Marc Anthony might set an interesting trend as they are the first couple ever to design collections simultaneously for the same retailer. Apparently the collections featured by the two stars will go beyond men and women apparel.
While JLo's first collection will consist of dresses, sportswear and accessories such as handbags, shoes or jewelry, Marc Anthony will launch sportswear, accessories, sport coats and shoes. The overall value of the contract is estimated at a jaw dropping 3 billion dollars.
Even though most of us might think of it as a joined collection,
it seems like the retailers consider them as being individuals. "We
are pleased to announce lifestyle brands with one of the most
successful and talented couples in the entertainment business and
have every confidence Jennifer Lopez and Marc Anthony will resonate
with our customers," said Kohl's chairman, Kevin Mansell.
"The addition of the Jennifer Lopez and Marc Anthony collections further differentiates Kohl's with exclusive, world-class partnerships and positions us to continue to gain market share." Don Brennan, Kohl's senior executive VP added "They're both incredibly influential in the entertainment industry, they're really style icons and that's what really builds credibility'.
In response the famous couple declared in a joined statement: "We are thrilled to embark on this new venture with Kohl's and to join in this important partnership. These are really exciting times for us and our family and we are looking forward to collaborating with Kohl's in the creation of alifestyle brand that represents our true style and the essence of who we are and what we have come to represent as artists. It is with much excitement that we can bring this to the Kohl's customer."
As exciting as this new partnership might seem we will have to wait quite a bit to see the results of of this massive advertising campaign as the collections will be released in the the third quarter of 2011, which means that we will only get to see the comprehensive collection branded by the two singers will only hit the stores at the beginning the fall season 2011.
Photos courtesy of PR Photos