By Tamera Adams
tadams@nationaljeweler.com

Avril Lavigne is the latest celebrity to partner with retailer Kohl's Corp. According to Reuters' Shop Talk blog, the punkish multi-platinum-album-selling singer will be introducing a line of accessories and jewelry, called Abbey Dawn, in the retailer's stores this July.


Lavigne joins Kohl's growing roster of celebrity partners, which includes writer Danielle Steel, skateboarding mogul Tony Hawk, celebrity chef Bobby Flay and bridal designer Vera Wang.


What's next, a commercial showcasing all of its star power?


I'm not so sure Kohl's should be patterning itself after rival retailer Macy's. We know consumers' hesitance to embrace Macy's transformation into a national brand an the declining economy are major contributors to its sales slump. It's not clear, however, whether or not Macy's celebrity-branded product lines and expensive-looking ad campaign have had a positive impact.


After months of posting declining sales figures, Macy's announced that it will no longer report same-store sales on a monthly basis. Since Macy's didn't bother to offer an explanation, Shop Talk summed it up with a reference to the saying, "If you don't have anything nice to say, don't say anything at all."


If Kohl's recent partnerships are an indication that it intends to follow in Macy's footsteps and align it with the stars, I hope that it proceeds with caution.






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