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The business plan, according to Campos, is to find a retailer, whether that be mass or midtier, to partner with exclusively. Since the company is looking for a retailer to partner with on the launch of the brand, prices have yet to be worked out, as well as first-year sales projections.
“We hope to partner with a store which can offer the brand the presence on the floor that it needs,” said Campos, who heads up business operations. “We want to showcase the whole lifestyle in a way that’s easy for the customer to understand all in one place.”
Melillo said he sees the brand competing in the junior sportswear space, but with a niche not seen on the floor.
“Miley Cyrus at Wal-Mart is a little more rock ’n’ roll, and Avril Lavigne’s line at Kohl’s has that edginess,” he said. “There seems to be a void in that space for the girl who is looking for feminine, pretty clothes.”
The brand is based in Adjmi’s offices in a separate showroom at 500 Seventh Avenue in Manhattan. While Mark Adjmi, president of Adjmi Apparel, said he has been approached by various celebrity lines over the years, he couldn’t help but pay attention to Gomez’s plans.
“I have two daughters — 11 and 18 years old — and they are not the kinds of kids who get starstruck,” he said. “Every time I run an idea of a celebrity line by them, I get a thumbs down. When I mentioned Selena, they were instantly so excited, so I knew we were on to something. As I got closer to the deal and understood the star power this girl has, it was a win for me.”
In addition, the company has signed Lloyd & Co., a New York-based advertising and branding firm, to handle the marketing strategy for the Dream Out Loud brand.
Besides her work with UNICEF and her Disney Channel show, Gomez released an album on Sept. 29 and also recently finished filming “Ramona and Beezus,” a film based on Beverly Cleary’s popular children’s book series. She plays Beezus in the movie, which is due out early next year. So how does a 17-year-old manage to balance all of this?
“I have to admit, it is a little hectic at the moment,” she said. “But I love what I do and it really doesn’t feel like work to me, which makes it all easier.”