ROCKERS HOLD ALLURE FOR RETAILERS AND FOR YOUNG CONSUMERS

Talk about fashion peer pressure. It turns out that Kohl’s has signed up Avril Lavigne to design a line of clothing for them. If you don’t know Lavigne, then you are not aware that she is the hippist chick on the block in a rocker kind of way.

She has a rebel warrior persona and a voice of gold. But the black haired raven recently got married and lightened up a bit. She is a very talented musician, but as for fashion she is the anti-fashion person. As a matter of fact, she usually wears black jeans and not much in the way of discernable fashion duds. But all that might change (I think it is the husband factor myself and so is cold cash).

Rumor has it that Kohl's “has joined with Canadian rock star Avril Lavigne to launch a new line of junior fashions to be sold only by the department store chain.”

“The new cross-category collection, called Abbey Dawn, blends authentic rock with a feminine edge and will include apparel and accessories. Kohl's will be the exclusive U.S. retailer for the brand, which will feature new fashion collections updated every 60 days.”

"Abbey Dawn will aspire to be a unique and accessible reflection of my ever-changing style," Lavigne said.

Abbey Dawn will launch in Kohl's stores nationwide and Kohls.com in July 2008, in time for the back-to-school season. Apparel and jewelry will be available at launch. Additional categories may be added later. Apparel prices will range from $24 to $48.

By the end of April, Menomonee Falls, Wisc.-based Kohl's will operate 958 stores in 47 states, and expects to open its 1,000th store in the fall of 2008.

If I were you I would contact Kohl’s and try to become the hat licensee. This customer loves hats, even if Lavigne doesn’t (her hair is her major accomplishment next to her musical prowess).