Nov. 08 - U.S. reality TV stars Kim and Kourtney Kardashian have launched their Kardashian Kollection fashion range in Britain, at Dorothy Perkins stores owned by billionaire Philip Green. Retailers are still finding trading tough, and many are banking on celebrity collaborations to snare shoppers. Joanna Partridge reports
You can't doubt their ability to pull a crowd. Reality TV stars, the Kardashian sisters Kim and Kourtney are big attractions in the UK and on the other side of the Atlantic. Philip Green, the billionaire boss of retail group Arcadia, is hoping they'll bring star power and stellar sales to his Dorothy Perkins stores. After the US and Australia, the sisters' fashion range, the Kardashian Kollection, has launched in Britain. SOUNDBITE: Kim Kardashian, Reality star and fashion designer, saying (English): "It's a huge dream of ours to have our own clothing line let alone internationally." Philip Green knows the benefits of celebrity ranges - supermodel Kate Moss's collections proved a big success at his Topshop stores. SOUNDBITE: Philip Green, CEO of Arcadia Group, saying (English): "The girls have got fantastic reach, let's start there, but again it has to come back to, people have got to like, love the merchandise." PTC A host of retailers have already sold celebrity collaborations - with varying degrees of success. The key seems to be pairing the right star with the right brand. Bryan Roberts is a retail analyst at Kantar Retail. SOUNDBITE: Bryan Robert, Retail analyst, Kantar Retail, saying (English): "I think it's quite a bold move on behalf of Dorothy Perkins, because they've historically been targetted at the 30-something sort of working woman demographic, and the Kardashian clearly have a much younger appeal in terms of their television series and so on. But that said I think if the range is any good it will sell in the run up to Christmas and if it's not so good, then we'll clearly see that in the sales performance, so yeah a bold move, and it lives or dies by the quality of the product." British retailers are still finding trading tough, and banking on the crucial pre-Christmas shopping season to boost sales. If star power and a little sparkle does the trick - this won't be the last shoppers see of celebrity collaborations.