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Walmart’s partnership with Ellen generating lots of attention

An exclusive clothing collection developed in partnership between the nation’s larger retailer and one of its most popular celebrities is already paying off — and the goods haven’t even hit the stores yet.

Ever since Walmart announced plans to release a new clothing line in partnership with TV personality Ellen DeGeneres, the public’s general impression of the retailer has climbed to an all-time high, according to research from YouGov. (DeGeneres placed first on YouGov’s list of America’s most popular contemporary TV personalities.)

Also, as news of the partnership between Walmart and Ellen began spreading, so did talk of the retailer. Just-released numbers from YouGov’s Plan & Track platform show that:

• Following the announcement, which was made on Aug. 15, Walmart’s Impression score rose from 27 to 35, an all-time high since YouGov began tracking the retailer in 2008.

• The day of the announcement, Walmart’s “word of mouth” score, which asks U.S. adults if they recall discussing a specific brand with friends or family members in the past two weeks, was 35%. By August 28, however, it had increased to 40%.

• 24% of U.S. women who have a positive opinion of Ellen say they spend a lot on clothes, compared to 17% of U.S. women who have a negative view of the TV personality.

• 41% of women who like Ellen report keeping up to date with current fashion trends.

The exclusive collection, called EV1, is scheduled to hit store shelves on Sept. 10. It will feature nearly 60 items, including jeans, T-shirts, footwear and accessories, with each item selling for $30 or less.
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