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Sears to feature lifestyle exhibit at Fashion Week


HOFFMAN ESTATES, Ill. Sears reported that it will showcase key store brands with a new lifestyle exhibit at Bryant Park during New York Fashion Week this fall. The company will use the exhibit to promote both hardlines and softlines including an apparel line from LL Cool J and the retailers connection with the popular TV show. "Extreme Makeover: Home Edition."

As part of the marketing for the exhibit, Sears said it will hold off on revealing one of the lifestyle vignettes to be featured at Bryant Park, pending the announcement of a new apparel line with what they termed "unparalleled authenticity."

"Style and forward thinking design should be accessible," said Richard Gerstein, chief marketing officer at Sears. "By showcasing our extensive range of whole house brands in a disruptive setting, we believe we can pay a respectful tribute to fashion where it comes to life each season, and still offer an aspirational lifestyle that is inclusive. The installation will play off our autumn campaign, FallForward, providing context for the ideal of designing for the future but living in the moment."

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