NEW YORK (AP) — In a bid to get its customers to go beyond necessities such as apples and detergent, Wal-Mart is launching a new fashion line with teen star Miley Cyrus and BCBG designer Max Azria for the critical back-to-school shopping season. About 90 percent of the clothing and accessories in the exclusive collection, called Miley Cyrus & Max Azria, will sell for $12 or less.
The rock music-inspired line, which debuts in all stores in August, will be part of a triad of Wal-Mart-exclusive collections aimed at teens: the denim-based L.E.I. brand and surf-inspired Op also produce lines just for Wal-Mart.
In a phone interview with The Associated Press, John E. Fleming, vice president and chief merchandising officer for U.S. Wal-Mart stores, said that while the world’s largest retailer attracts more than 140 million customers to its stores per week, “we are not getting them to participate in enough categories.”
