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Kendall and Kylie Link With PacSun
Pacific Sunwear of California Inc. is trying to get women who stopped shopping at the retailer when they were teenagers to return to its stores and is betting Kendall and Kylie Jenner's namesake clothing brand might do the trick.
"We see them entering the sweet spot of our target customer, and we look at building a brand with them, not just creating a moment," said Gary Schoenfeld, president and chief executive officer of Anaheim, Calif.-based PacSun. "Importantly, at a younger age than others, they have been able to really establish their own credibility as influencers on fashion. I have nieces who are 22 and 21 and a daughter who is a senior in high school, and all three of them keep telling me about their Instagrams and their tweets and seeing them in magazines and on the E network. Their credibility absolutely aligns with our target customer base."
Kendall, 17, and Kylie, 15, who entered...