License Magazine - August 2008 - (Page 31)
messiah? Beca us e of tha t, this partners hip with Sears is very nat ura l for me," says LL Cool J, "I now have a platfor m to create a lifest yle collection for fam ilies at an a fford a ble price." "l ie wants it to be known as a family brand," says Dimond, " And for th e clothing and brand to be accessibl e to every one at a good price point. \V are not targeting the $500 jean s crowd," Pricing on te sh ir ts w ill range from $22 to $36 and jeans from $42 to $50. The LLCool J collect ion is bein g produced by Hegatta. th e proprietary br ands gr oup of Li & Fung USA, whi ch also produ ces such oth er wellkn own bra nds as Daisy Fuent es and Simpl y Vera by Vera Wang at Kohl's. Krist in Davis at Belk . Metro 7 at \Val-Mart and Todd Sm ith at Macy's, "LL Cool J's appeal as a cultural icon is the nnderpinning of our pa rtnership w ith Sears." says Ita im Dab ah, chief executive officer of ltegat ta . Sears is rolling out th e LLCool J lin e on Sept. 9 with a littl e over 100 SKUs in 450 stores , concentrated in large metropolitan areas including Chicago. Los Angeles. Miami and New York. By holiday. Sears anticipates doub ling the num ber ofSKUs to 200 in 700 of the chai n's 860 full-lin e stores. Each participating locatio n will have fou r to eight clothing racks in young men's and ju niors. Kids' will have an average of th ree racks per store. Previews of th e line show designs that are sim ilar to Todd Smith by LL CoolJ. A signature fleur de lis pattern adorns the tees , and jea ns and hood ies have a rock-and-roll vibe, a hot trend in fashion for the past few seaso ns and one w ith some staying power. All of this bodes well for the reta iler, who needs to be more relevant to younger shoppers. August 2008 www.licensemag.com 31
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