California Apparel News

Capitalizing on the twin constants in a teen’s life—fashion and music—specialty retailer Wet Seal Inc. has partnered with the producer of the WB Network’s “Popstars” to become the exclusive designer, producer and retailer of an apparel collection inspired by the television series.

Called the Popstars Collection, the music-driven line of clothing will hit about 450 Wet Seal stores nationwide in mid-to-late September, incorporating influences from the year-old show created by Los Angeles-based Stone Stanley Entertainment. Last year, “Popstars” set ratings records for the WB and spawned the top-selling music group Eden’s Crush. The show, which chronicles the real-life experiences of women trying out for a band and, ultimately, the band’s preparation for its debut album, will return this fall as “Popstars 2” on Thursday evenings beginning Oct. 8.

“The partnership with ’Popstars’ is part of our ongoing marketing strategy to team with the top talents in the entertainment and music arenas,” said Steve Strickland, senior vice president of creative and marketing for Foothill Ranch, Calif.-based Wet Seal.

The fusion of fashion and entertainment is nothing new in the world of marketing ploys. Recent collaborations between the industries have seen American Eagle Outfitters wardrobes featured on the WB’s “Dawson’s Creek” and Bebe ensembles featured on Fox Network’s “Ally McBeal.” Meanwhile, most fashion designers have fallen over backwards to receive the most coveted stamp of approval du jour: clothing placements on HBO’s “Sex in the City.”

In the past, Wet Seal has entered into alliances with Sony/Epic Records, Warner Bros. Records, MTV, Paramount Pictures and MGM, but the deal with Stone Stanley takes the industry marriage to new heights, say observers.

“It’s pretty savvy marketing for Wet Seal to go after their target customer and get their brand identified in such a high-profile venue,” said Liz Pierce, retail analyst with Wedbush Morgan Securities. “[’Popstars’ is] an aspirational show. People have to audition for it, so Wet Seal customers can identify with it and say, ’That could be me.’”

As part of terms of the agreement brokered by Malibu Licensing, the representative of the licensing rights to “Popstars,” along with Mamiye Brothers, the owner of the girls’ apparel rights, Wet Seal stores will feature highlights from the show on its video walls, play music from the show’s band and sell the band’s CD.

In addition, Lenny Parrella, Wet Seal’s fashion director, will be instrumental in establishing the fashion direction for “Popstars.”

“Wet Seal knows exactly what styles and fashions will excite our viewing audience,” said Matthew Marcus, Stone Stanley’s vice president of marketing and corporate communications.

Details of the Popstars Collection and its size are still being finalized, according to Parrella. Denim-inspired items will be part of the line. Price points will mirror Wet Seal’s average retail costs, ranging from $20 to $75 each.

Pierce said the deal’s success hinges on the show’s popularity. If the band selected on the show doesn’t do well or doesn’t have mass appeal, the venture may falter.

“Odds are they will do well, since the show is coming off a great year,” she added.