PacSun want to ''build a brand'' around Kylie and Kendall Jenner and believe the sisters' forthcoming collection will be a big hit.
PacSun want to ''build a brand'' around Kylie and Kendall Jenner.
The teenage reality TV stars are launching a 26-piece collection through Pacific Sunwear of California Inc and the firm believe the pair have the right ''credibility'' to attract custom and boost sales.
PacSun president and chief executive officer Gary Schoenfeld said:''We see them entering the sweet spot of our target customer, and we look at building a brand with them, not just creating a moment.
''Importantly, at a younger age than others, they have been able to really establish their own credibility as influencers on fashion. I have nieces who are 22 and 21 and a daughter who is a senior in high school, and all three of them keep telling me about their Instagrams and their tweets and seeing them in magazines and on the E network. Their credibility absolutely aligns with our target customer base.''
Kendall, 17, and Kylie, 15, were keen to work with PacSun because of its ''California vibe''.
Kendall explained to WWD: ''They have a California vibe, and we are from California. We wanted to go with something a little more California fun, summery...for our first line and wanted to be able to build from there.''
The collection launches tomorrow (08.02.13).