March 27, 2014, 11:58 AM

Sears introduces a fashion-forward boutique in stores and online

The retail chain debuts the Here + Now apparel shop, which features frequently changing lines of women’s fashions. The boutique kicks off next month with two virtual fashion runway events at SearsSpringFashion.com.

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Sears is trying harder to show its softer side, launching a women’s fashion boutique both online and in its stores next month. The Here + Now shop is being designed to draw repeat customers with a frequently changing lineup of fashion apparel and accessories, says Sheila Field, chief marketing officer, Sears Apparel.

Sears, Roebuck and Co., a unit of Sears Holdings Inc., No. 6 in Internet Retailer’s Top 500 Guide, will present a changing assortment of fashion apparel from its Metaphor and other labels, targeting shoppers in the 18-to-34 age bracket. The items include tops, bottoms, cardigans and vests that range in price from $20 to $42, the company says.

“Fast fashion for Sears means an accelerated timeline for trends at an affordable price,” Field says. “The new Now + Here shop provides an experience that transcends the store, leveraging our integrated retail capabilities to give our customers and Shop Your Way members a 360-degree fashion experience.” Shop Your Way is Sears’ customer loyalty program.

The Here + Now shops will launch on April 14, when Sears will feature available fashions in a video of live models in a virtual runway show at SearsSpringFashion.com, a temporary site Sears developed for the launch. Viewers must sign up with their names and e-mail addresses to view the virtual runway show, which will also allow them to click for additional tips on fashions. On April 14, they will also be able to participate in live chat sessions with TV celebrity Brooke Burke-Charvet, who among other things is known for her appearances on Dancing with the Stars.

Sears will offer a second showing of the virtual runway show April 15, when viewers will be able to engage in live chat sessions with a searsStyle fashion editor.

Sears expects the multichannel Here + Now boutique to build on what it says is the desire of fashion shoppers to experience shopping online and in stores in a coordinated way. “Today's fashionista lives a digital lifestyle that is part of everything she does, including how she shops,” Field says. “Launching the Now + Here shop with a virtual fashion event not only gives her a front row seat to the launch, it takes her inside to experience and purchase the product in a whole new way. It also showcases our integrated approach and focus on shopping made fun and easy.” 

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