Jessica Simpson, guided by licensing agency The Camuto Group, is entering the crowded tween segment with an aged down line of shoes, apparel, and coats. The collection capitalizes on “take down styles” which means to slightly adjust popular adult versions for a younger wearer, says Camuto Group’s Leah Wahba. Heels become flats and low cut tops become slightly less provocative.
Simpson has a competitive advantage over her tween apparel counterparts since Simpson’s merchandise is available at a variety of retailers, including Dillard’s and Stride-Rite, rather than exclusively at one retailer, as is the case with Selena Gomez’s Dreaming Out Loud, which is exclusive to Kmart, or Madonna’s Material Girl at Macy’s, says Wahba.
There’s one notable exception to Simpson’s non-exclusive arrangements. Jessica Simpson is introducing a Prom Dress Collection only at David’s Bridal and priced at $139-$229. [Apparel/Accessories/Licensing]
Sources: Camuto Group, Leah Wahba, VP Licensing, 411 W. Putnam Ave., #260, Greenwich, CT 06830; 203-413-6532; leah.wahba@camutogroup.com; www.camutogroup.com.
David’s Bridal, Brian Beitler, CMO, 1001 Washington St., Conshohocken, PA 19428; 610-943-5000; www.davidsbridal.com.
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