Walmart just launched an accessory line designed by Kendall and Kylie Jenner, continuing a streak of high-profile partnerships.
While the retailer might not be known for trendy clothes, it has been quietly making moves in the fashion space for some time, acquiring apparel retailers Bonobos, ModCloth, and Eloquii.
The Kendall + Kylie line features accessories like backpacks, handbags and fanny packs, which are extremely similar in style to the products that the brand already sells in existing partnerships with retailers like Bloomingdales. However, the items offered at Walmart come in at a much lower price point: items range from $7 to $36. This price range mirrors a recent slew of designers launching lower cost lines with specialty retail players, such as Jeremy Scott + H&M, Alexander Wang + Uniqlo, and Jason Wu + Eloquii.
The partnership is also similar to the influencer-designed capsule collections at other retailers. Nordstrom recently released a line with influencer Something Navy, while Target recently launched a line of of Chrissy Teigen kitchenware products. These partnerships exemplify how savvy retailers are collaborating with high-profile names to help create products in touch with those particular influencers’ follower bases. An added bonus is the influencer promotion that comes along with launches of these lines.
This is also not the first time that members of the Kardashian/Jenner crew have partnered with a large national retailer to sell products. Kim, Khloe, and Kourtney had a line with Sears that ended in 2015, and Kylie Jenner partnered with Ulta to sell more Lip Kits. Though a Walmart + Kylie + Kendall partnership seems surprising, it reflects a perfect storm of moves being made in the designer, influencer, and retailer world.