Yesterday Macy's premiered their new Glee Junior's clothing line at the Beverly Center mall here in Los Angeles. To say the line was enthusiastically received by fans would be an understatement. I was surprised to see both The Huffington Post and The New York Times announcing the birth of this "apparel line." Having seen the clothing, and the excitement generated by its launch, the Glee line really has nothing to do with fashion or real style. Instead, it is a line of souvenirs for those that enjoy the very popular Glee TV show. This clothing is just a little something for the fans, which number in the millions. That means, the sellers of this line, Macy's and FOX , hope to make more than a little something to bolster their revenues. Although, this line is sized, marketed and priced for the younger (under 30) set, I saw all ages of consumers at the Glee launch yesterday. The pieces will be priced from $19.99 to $34.99 and sold at over 600 Macy's stores. So what can you expect? Lots of Tee shirts with Gleek logos, hoodies and even a Cheerio uniform top ala character Sue Sylvester. Ironically, I don't believe any of the Glee cast menbers were wearing clothes from the clothing line.Over 200 hundred fans waited yesterday for the doors to open at Macy's in the Beverly Center to get a glimpse of three of the show's cast members, plus autographs and some goodies from the line provided by Macy's. I spoke with a group of fans (Gleeks) as they waited in line for the Macy's event to start. When I asked why the group got up so early to wait in line before the store opened, they replied in unison, "Heather!"
Pictured: Some of the Glee cast members at Macy's Jenna Ushkowitz, (Tina), Kevin McHale (Artie) and Heather Morris (Brittany). (photo: M. Hall)
Pictured: It's not really a fashion statement it's a marketing campaign "I'm a Gleek" Tee- shirt. (photo: M. Hall)
Pictured: Heather Morris from the cast of Glee at Macy's. (photo: M. Hall)
It's great marketing to launch this line right before school begins. I can just imagine all the kids asking their parents for Glee gear for school, especially the back pack. And that of course is the goal.