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South Korean girl group The Wonder Girls is headed for Justice.
This story first appeared in the October 14, 2009 issue of WWD. Subscribe Today.
The group, which was formed in 2007 and made its U.S. debut earlier this year, has partnered with tween fashion specialty retailer Justice to exclusively sell its newest single, called “Nobody,” at the stores. The CDs, which are retailing for $1, just hit 800 Justice locations last weekend, and 17,000 units already have been sold.
The goal, according to Scott Bracale, president of Tween Brands Inc.’s Agency Inc., which is the marketing network for Justice stores, is to sell 25,000 units. And with 30,000 CDs in stock, Bracale said he is confident they will sell out by next week.
“The Wonder Girls struck us as being very tween appropriate,” Bracale said. “We are very selective about who we partner with, but if there is something new, different and innovative, we can most certainly deliver the viewership in our stores.”
To help promote the new single in stores, videos play continually on TV screens, which not only gets the tweens interested, but their parents, as well. Bracale said this Tween Network, as they call it, has been quite successful overall for the retailer.
“Something unique about this partnership, too, is that we are selling the actual CDs versus the digital downloads,” said Leslie Armour, president of Youth Marketing Group, which consults Tween Brands. “No other retailers are selling the physical CD singles, but what we found is that these girls really like to be able to feel and touch what they are purchasing. They like to have it in their hands when they leave the store.”
“Record stores have all pretty much faded or gone away altogether, so for us to be in Justice stores is such a great opportunity,” said JY Park, ceo and founder of The Wonder Girls’ management company, JYP Entertainment. “We are getting the tweens excited for this single at a store they not only buy clothes at but they like to spend their time there.”
In addition to selling the singles in the stores, The Wonder Girls will do two in-store appearances. The first is today at the Justice in the Palisades Center mall in West Nyack, N.Y., and the next will be on Thursday in the Garden State Plaza location in Paramus, N.J.