Sears gets ‘Cool’ with new celebrity line

In an effort to stay relevant in today’s ever-expanding youth market, Sears has partnered with LL Cool J for an exclusive clothing collection that rolled out in 450 Sears stores nationwide on Sunday, Sept. 7.

The collection coincides with the release of LL Cool J’s latest album, “Exit 13,” also available in select Sears stores and on Sears.com beginning Sept. 9.

The advertising campaign for the new line spotlights the artist with his wife and four children in black-and-white shots taken by Mark Seliger. The campaign appears in the October issues of publications aimed at the line’s target demographic, including Seventeen, Spin and Vibe, among others. The photography also will be featured prominently in Sears’ in-store signage.

The LL Cool J for Sears Collection features men’s, juniors’ and children’s button-down shirts, t-shirts, denim and outerwear. Price points for the collection range from $24 for t-shirts to $50 for jeans and $60 for outerwear.

“The opportunity for synergy between Sears and LL Cool J has been phenomenal,” said Craig Israel, senior vp of Sears Holdings and president of apparel. “It stems in large part from the authenticity of the campaign…These are real beginnings in an icon’s career that has spanned more than two decades—they underscore the aspirational nature of the brand while maintaining LL Cool J’s approachability to our customers.”