LOS ANGELES — ABC Family fans will soon be able to dress like characters from their favorite shows with the Crush by ABC Family apparel and accessories collection launching at Wet Seal in late October.
Manufactured by Van Nuys, Calif.-based Jerry Leigh, the initial Crush by ABC Family collection with 35 stockkeeping units priced from $9.99 to $34.90 follows the wardrobe choices of the characters Callie Foster, Bay Kennish and Lacey Porter on the programs “The Fosters,” “Switched at Birth” and “Twisted,” respectively. Other ABC Family characters could get the apparel and accessories treatment later on, and Crush by ABC Family is already scheduled for at least six deliveries through August 2014. There will be three collections per delivery with 15 to 30 sku’s in each collection.
“We have done a lot of research on this. We had focus groups and receipt surveys. We have a panel that we use for Wet Seal that gives us information about our product, our marketing and what trends are happening every single month. One of the channels that inspires them [Wet Seal shoppers] and that they watch is ABC Family. It is relevant to who they are and what is interesting to them,” said John D. Goodman, chief executive officer of The Wet Seal Inc. Goodman also has a pretty good focus group at home, where he has 15-, 13- and 12-year-old daughters who are ABC Family viewers. “I do see what’s happening out there,” he noted.
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