The Kardashians Come to Sears

The Kardashian sisters are
seemingly everywhere, and now we can add Sears to that list. The retailer says it's teaming up with Kim, Khloe and Kourtney Kardashian to launch the Kardashian Kollection in 400 Sears stores nationwide in August.

The line consists of ready-to-wear apparel, handbags, lingerie, jewelry and footwear which incorporate elements of each sister's style. It will be merchandised in a "store-within-a-store" environment at Sears.

Sears desperately needs to gain relevance with younger shoppers but has seen its attempts to do so in fashion fall flat.In 2008, it enlisted rapper LL Cool J, but discontinued his line a year later.

Can the Kardashians do what others can't, and will it have any kind of staying power? Or will it simply join celebrity brands that have come before--in the dust heap?

The Kardashian's short-lived resort collection, now at Bebe stores, will end after this season, in advance of the Sears launch. Their Manhattan boutique, Dash, has been called "a pretense" by The New York Times. And the short-lived Kardashian credit card was widely criticized, even called predatory, because of its high fees. (The sisters pulled out of that deal and canceled the card after just three weeks.)

Not the kind of fickle, fly-by-night behavior Sears needs. What happens when the Kardashians finally fall from favor?

Nevertheless, expect the Kardashian Kollection to hit stores this summer, designed and produced by Bruno Schiavi and Jupi International.

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