Byline: Holly Haber

DALLAS — Jerell Inc. is adding a sporty component for fall to its Selena sportswear collection licensed by the family of the slain Tejano singer. It is called Selena Sport.
The collection, which first shipped in April to 50 units of Sears, Roebuck and a handful of specialty stores, is expected to do $5 million in first-year sales, including volume from Selena Sport.
The collection is designed to mimic the singer’s off-stage style.
Shoppers responded so enthusiastically to the Selena styles that Sears is expanding the distribution to more than 160 stores for the third quarter, according to Daria Beckom, the chain’s vice president and general merchandise manager for sportswear. The new athletic looks are intended for streetwear. They wholesale from $10 to $13 and will ship for back-to-school selling in June and July.
The Selena sportswear collection is expected to be in a total o f 310 doors for fall.
“It’s a fashion look and we know it is a big look for the junior customer, and we felt it was indicative of Selena’s lifestyle,” explained Tom Lavy, vice president of sales for Jerell here.
All Selena Sport pieces are offered in black with silver trim and vice versa.
They include nylon drawstring pants with side stripes, a polyester and cotton knit zip jacket with reflective tape and mesh tops. Some pieces have the Selena signature logo boldly screen-printed across the front, and others display the logo more discreetly.
“We have found through focus studies that people want to tell people that they are wearing a Selena style,” Lavy noted.
“They want people to know that they’ve got it on.”
First shipments of Selena sportswear have attracted both Hispanic and crossover customers, he pointed out.
The bestseller has been a white polyester georgette blouse with a ruffled placket and sleeves. About 600 units have been sold at a retail of $40.

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