Anaheim-based action sports retailer Pacific Sunwear of California Inc. announced a new collaboration with reality TV stars and sisters Kendall and Kylie Jenner for a young women’s line to launch online and at PacSun stores in February.
The Jenner sisters became famous from their family’s reality TV show, Keeping Up With the Kardashians, which has aired on the cable network E! Entertainment Television since 2007 and follows the lives of the Kardashian-Jenner family.
The line, known as Kendall and Kylie, will feature an assortment of young women’s pieces including chiffon tops, high-waisted shorts, denim, graphic tees, dresses, jackets, scarves and other items to showcase the “casual-yet-chic sensibility” of the Jenner sisters, the company said.
The sisters designed each piece, which will range in price from $24 to $79. The items will be available online as well as in stores across the U.S. The products will be manufactured by Montreal-based textile and apparel manufacturer Majestic Mills.
“PacSun is all about great brands and on-trend merchandising that align with the creativity, diversity and optimism that makes the California lifestyle so unique,” said Gary Schoenfeld, chief executive of PacSun. “Kendall and Kylie represent all of these unique characteristics and will be an exciting addition to the women’s side of our business.”
The line will be promoted through social media by PacSun and the Jenners. PacSun plans to showcase related behind-the-scenes videos on microsite gsom.com, named for its Golden State of Mind tag line.
The sisters have agreed to appear in a range of ads to promote their clothing line. Details of the campaign are under discussion, a spokesperson said.
PacSun operates 721 stores in the U.S. and Puerto Rico. The company’s 2011 revenue was $833.8 million; it has about 750 employees in Orange County.
Goodwill Awards
Santa Ana-based nonprofit thrift store operator Goodwill of Orange County received two MarCom Awards for its retail enhancement campaign and 2011 annual report. There were more than 6,000 global entries for the awards.
The awards are administered and judged by the American Association of Marketing and Communication Professionals, an international association consisting of several thousand creative professionals. MarCom Award winners ranged from individuals to media conglomerates and Fortune 50 companies.
Goodwill’s 2011 revenue was $92 million. It employs about 1,000 people in OC.
Race Fundraiser
The Irvine office of Atlanta-based law firm Troutman Sanders LLP signed on as the title sponsor of a Christmas-themed Santa Run, an annual 5K, 10K and half-mile race that recently took place in Irvine.
The race was produced by Irvine-based Renegade Racing, producer of running, triathlon and adventure sports events around Southern California.
Runners were encouraged to dress in their favorite holiday gear and to join Team Troutman in a fundraising effort to support San Diego-based Challenged Athletes Foundation, a nonprofit organization dedicated to supporting athletes with physical disabilities.
Troutman Sanders has about 600 attorneys globally and about 27 in OC.
Social Strategies
Among recent strategies involving social media:
• Foothill Ranch-based clothing retailer Wet Seal Inc. promoted an advent calendar called 12 Days of Gifts to Facebook fans. Each day Facebook users were able to open a door and fill out a form for a chance to win a prize or view a special promotion.
• The Outlets at Orange shopping mall asked customers to submit their child’s photo with Santa Claus for a chance to win a grand prize that included a home visit from Santa with a sleigh of prizes, including gift cards, children’s clothing and a Florida vacation.
Bits and Pieces
Santa Ana-based Orange County Register introduced a monthly Celebrations section to highlight weddings, engagements, anniversaries and births in OC. … Tustin-based PR firm Echo Media Group promoted Christine Welch and Sabrina Suarez as vice presidents and Travis Culver to junior account executive. … Newport Beach-based advertising agency Orange Label Art + Advertising received multiple recognitions at the 2012 MarCom Awards and the W³ Awards, including a gold MarCom award for the design of a print ad and website for Chapman University.
