Wal-Mart goes for teens

NEW YORK - The world's largest retailer, Wal-Mart, is joining teen magazine Ellegirl for a series of fashion initiatives, including advertising sections, Ellegirl-branded content on Wal-Mart television, a joint teen-focused website and a shoe collection.

Wal-Mart is angling to appeal to a more fashion-forward market and is adding a touch of cutting-edge hipster to its discount image.

The company held a midtown Manhattan fashion show this week during New York Fashion Week.

Unlike the exclusive, invitation-only atmosphere of the Fashion Week tents in Bryant Park, the Wal-Mart fashion show was designed to draw a crowd of everyday people - Wal-Mart's bread and butter.

The show was held in Times Square Studios, the street-level studio where Good Morning America is broadcast, with the runway spilling on to the street, allowing pedestrians to watch the show.

- REUTERS