High fashion for less found at Bryant Park

NEW YORK Mercedes-Benz Fashion Week may showcase top designers in the industry, but the Perennials and Paper Dolls Spring 2008 Apparel Preview at the Bryant Park Hotel put on a show of its own.

Kmart and Sears have unveiled ensembles, which will debut in stores nationwide in February, that allow consumer to shop ‘the look’ for less without sacrificing style. In addition to lower price stickers, both companies have put extra emphasis on ensuring the items fit right with the typical woman. “We’re trying to make fashion approachable for real people,” said Amy Dimond, director of marketing public relations. “Real fit is very appreciable across the country for many demographics.”

While it is usually more difficult for mass retailers to completely embrace fashion-forward trends, the stores use about 200 designers based in New York City to create looks seen on runways.  Take the taupe tunic dress with bell sleeves, for instance, similar dresses were seen at French Connection stores just this summer, retailing for close to $150.

Kmart’s creative paper doll maquettes emphasized the fun factor of the collection featuring apparel lines like Attention, Route 66, and Jaclyn Smith that hit a range of shopper demographics. Jaclyn Smith, who has collaborated with Kmart for nearly two decades, is scheduled to release a jewelry line this October. Other accessories include belts and structured handbags.

Dresses and jackets were clearly an important element for both retailers. When it comes to bold prints and colors, Kmart showed that they should have no problem attracting attention. Sears, on the other hand, tapped into was the idea of “nice natural neutral,” creating chic pieces that transition easily from office to casual.

The spring collections would not be complete without swimwear. Both Kmart and Sears got their feet wet with floral bathing suits, complete with accessories like hats and colorful totes. With the addition of Joe Boxer to the Sears family, swimwear is bound to expand its horizons.

Although the paper dolls don’t quite match supermodel standards (but, they are thinner), Kmart and Sears have shown that by being simultaneously simple and fashion-forward at once, they are on the right track to becoming the creme de la creme in their category.

To see more fashions from Sears and Kmart,  check out our Digital Studio .