Sears moves to elevate apparel offerings with fashion-forward, in-store concept

Sears is piloting a concept that could breathe new life into its apparel offerings.



In an unusual move for a retailer that has not invested much in the way of its physical assets recently, Sears is launching an in-store shop concept, called Showcase at Sears, which will feature some 10 European and Latin America apparel brands – most available for the first time in the United States. The shops will feature men’s, women's and children’s apparel, along with women's shoes, intimates and handbags. Apparel styles will range from fast fashions to fitness to professional looks, with prices ranging from $10 to $175.



"We are creating an experience for our members unlike anything in the U.S. retail industry – a fashion-forward, shop-in-shop apparel collection featuring established and popular international fashion brands," said David Pastrana, president of apparel, Sears Holdings. "Showcase at Sears gives our members access to fresh international trends, styles and fashions at an affordable price – and only found at Sears."



The concept will initially launch in five New York-area stores this fall, including The Galleria at White Plains (White Plains, N.Y.), Green Acres Mall (Valley Stream, N.Y.) and Newport Centre Mall (Jersey City, N.J.). Sears is building 10,000 to 15,000-sq-ft. Showcase boutiques within the existing apparel footprint of each location that will be staffed by dedicated associates.



In developing the concept, Sears teamed with SGN Group, which works with established European fashion, cosmetic and jewelry brands that look to establish a U.S. presence.



"These brands, each so successful internationally, were eager to launch in America and the Showcase at Sears is the perfect platform for them to do so," said Sever Garcia, founder of SGN Group. "Sears is a trusted brand, woven into the fabric of American retail. When you combine the unique shopping experience they're building, the exclusive access to an incredible mix of fashion all in one location, at very affordable prices, it's a win-win-win for the participating brands, Sears and its members.”



The brands featured in Showcase at Sears include Mexico’s Fiorentina, Demark’s Jack & Jones, Spain’s Punt Roma and Frances 3 Pommes.