Even though back to school promotions are about 6 months away, J. C. Penney Company and Stardoll.com are busy creating the first-ever, exclusive Stardoll brand of clothing and accessories. The new brand is set to launch in 300 J.C. Penney stores and on jcp.com for the 2011 back-to-school season.
Stardoll.com is one of the world’s largest online social networking communities for teen and tween girls with over 90 million members who play with shopping, fashion and design, which makes a perfect fit with JCPenney.
This new collaboration capitalizes on the strengths of both companies to make a virtual fashion and gaming experience a reality at the retail market. Stardoll has built a large and loyal following among fashion-minded teen and tween girls with fun, interactive games that allow users to create and dress their own personalized “MeDoll” avatars.
JCPenney’s focus is to become a leader in the digital space, gravitating toward innovative approaches to the way consumers shop. In keeping with this, the retailer recognized the opportunity to leverage the insights from the Stardoll virtual community to introduce a line of Stardoll clothing and accessories. Girls are a proven customer category where JCPenney has significant brand-building success.
“Bringing the Stardoll brand to life presents an exceptional opportunity to reinforce JCPenney as the first-choice style destination for tween girls,” said Clark McNaught, of JCPenney’s children’s division. “Beyond that, this innovative collaboration will allow us to continually improve this new brand, by observing and reacting to the style trends that resonate with the Stardoll community.”
The first Stardoll collection to launch exclusively at JCPenney will feature a mix of trendy apparel and accessories for girl’s sizes 7-16. The price range is pretty reasonable from $11.99 – $23.99. Girls will dress their avatars, and then purchase their outfit online or at the retail store.
Stardoll Network CEO Mattias Miksche sees the advantage of social networking with a major retail store. “We’re confident that our brand of clothing at JCPenney will resonate with girls everywhere as their online involvement and creative fashion sensibilities will successfully drive those lines that will ultimately be available on the sales floor.”
Clearly the more popular Stardoll outfits will become a reality at JC Penney’s retail stores, a very clever campaign to start during back-to-school promotions.