Nicki Minaj announced the launch of her new lifestyle brand, “The Nicki Minaj Collection” with Kmart and ShopYourWay which is a new interactive website. She expressed how important it is for her to create an affordable shopping experience for her fans: "It’s very important that I’m not just slapping my name on something. It’s important that my fans are going to know that if Nicki is putting it in her line, then Nicki is going to be wearing it. That’s why on Shopyourway.com we are creating catalogs, and I get to see what my fans like, and say ‘Hey I like that too.’ Right now it’s very real time, it’s very personable." - Nicki Minaj
