NEW YORK (TheStreet) -- Reality TV stars have been stealing the spotlight from fashion designers, but it's been "a long time coming" according to Teri Agins, author of Hijacking the Runway. And that's changing the business world too.

"For so many years, celebrities were billboards for designers," she explained to TheStreet's Gregg Greenberg. Now, those celebrities and reality TV stars are putting their own input into the fashion industry and affecting the end result. 

Fans resonate with celebrities, so it's a trend that's "going to last," she added. These celebrities have millions upon millions of followers on social media sites like Twitter (TWTR - Get Report) and their popularity continues to swell. 

SHLD Chart

Sears Holdings SHLD data by YCharts

So the question is: will celebrities' presence have the power to turn around a struggling retailer, such as Sears Holdings (SHLD) ?

"Not really," Agins told Greenberg, but it will definitely help. 

Sears needs to attract younger customers. By carrying the Kardashians' fashion lineup, millennials will be attracted to the store.

Fashion isn't the only place catching a boost from celebrities. Shares of Glu Mobile (GLUU - Get Report) , which are now well off the highs, saw the stock price soar due to climbing popularity for the Kim Kardashian mobile application. 

GLUU Chart

Glu Mobile GLUU data by YCharts

The star has helped promote the app, resulting in surging popularity. 

Even if certain celebrities fall out of a favor after only a few months, having a lineup with a retailer will bring buzz to the store, Agins explained. That relationship is going to continue because it's going to benefit both parties, she concluded. 

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TheStreet Ratings team rates SEARS HOLDINGS CORP as a Sell with a ratings score of D. TheStreet Ratings Team has this to say about their recommendation:

"We rate SEARS HOLDINGS CORP (SHLD) a SELL. This is driven by several weaknesses, which we believe should have a greater impact than any strengths, and could make it more difficult for investors to achieve positive results compared to most of the stocks we cover. The company's weaknesses can be seen in multiple areas, such as its deteriorating net income, generally high debt management risk, disappointing return on equity, poor profit margins and weak operating cash flow."

You can view the full analysis from the report here: SHLD Ratings Report