Miley Cyrus and Max Azria take a fashion turn at Wal-Mart
Who would have thought that Max Azria’s name would be attached to anything related to Wal-Mart? But it is. The designer best known for his BCBG collection has teamed with teen singing sensation Miley Cyrus to create a line of clothing for Wal-Mart.
The new line will be in stores in August, just in time for back-to-school shopping.
Wal-Mart has been trying to up its fashion quotient for years in an attempt to attract the customer who heads to Target for trendy tops, skinny jeans and stylish shoes. The chain has had limited success snagging and discontinued its trendy Metro 7 line and a collection designed by Mark Eisen.
The retailer has traditionally had better success with clothing for younger women, according to the Wall Street Journal, and last year bolstered its teen merchandise by stocking several exclusive brands, including the surfer-inspired Op and jeans by L.e.i.
The Wall Street Journal said a recent survey of teenagers’ shopping preferences by the consulting firm Kurt Salmon Associates found that Wal-Mart scored only a few percentage points below Target Corp., which is well-known for its cheap-chic merchandise. But Wal-Mart lagged further behind specialty teen retailers such as American Eagle Outfitters Inc. and Gap Inc.’s Old Navy and Forever 21.
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