Kohl’s to sponsor Spanish-language TV talent show
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Kohl’s Corp. is sponsoring a Spanish-language reality television show in an effort to raise the profile of its fashion collections from Jennifer Lopez and soon-to-be ex-husband Marc Anthony.
The show, “¡Q’viva! The Chosen,” was the brainchild of “American Idol” creator Simon Fuller. In a kind of Spanish, nomadic version of that blockbuster reality show, judges Lopez, Anthony and choreographer Jamie King will travel to 21 countries in search of talented entertainers.
As part of the sponsorship, Lopez and Anthony, along with some cast members, will be sporting pieces from their Kohl’s collections on air, the retailer said. The show debuts on Univision on Jan. 28.
“From a business perspective, we’re interested in organic extensions that allow us to leverage and maximize our investment in the Jennifer Lopez and Marc Anthony lifestyle collections, which launched in fall 2011,” said Julie Gardner, Kohl’s executive vice president and chief marketing officer.
The sponsorship is part of a big push that Kohl’s is making to advertise and expand its exclusive brands, which provide about 51% of its revenue. The department store chain announced this week that it would open its first-ever California design center in Santa Monica while also expanding its New York design office.
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