Business & Brand Building
Nicki Minaj Collection
The Nicki Minaj Collection translated the artist’s bold, pop-diva persona into a mass-market fashion brand featuring bodycon dresses, glam loungewear, and flashy accessories. The line delivered fast fashion at amazing prices for an underserved audience, launched as a major retail event within Kmart’s nationwide footprint as part of a broader effort to reinvent the declining retailer. The brand was loved by Kmart’s younger shoppers and Nicki’s Barbz. Jonah led this work as President of Shop Your Way Brands.
Tension.
Kmart was losing relevance — could fast fashion for an underserved audience, backed by one of music’s biggest icons, help reinvent a declining retailer?
Action.
Delivered fast fashion at amazing prices — bodycon dresses, glam loungewear, statement pieces — fit for the queen herself, launched as a cultural event across Kmart’s national footprint.
Clarity.
The audience was already there. No one was building for them. When you serve acustomer everyone else overlooks with product that respects her taste, she doesn’t just buy — she evangelizes.
