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Sears seeks to wow crowds at NY Fashion Week

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ltluvit Joined: 27 Mar 2006 Posts: 211 Location: east of the Mississippi and north of the Ohio	Posted: Wed Aug 13, 2008 9:39 pm    Post subject: Sears seeks to wow crowds at NY Fashion Week   This should be interesting… LT Reuters Sears seeks to wow crowds at NY Fashion Week (September) Quote: Sears' exhibit, open to the public, will showcase brands Sears already offers in its stores, like Kenmore appliances, as well as new brands that it is introducing, like a clothing line by rapper LL Cool J. "What we really wanted to do was bring a taste of Fashion Week to people who would normally never get to sit under the tents or get to see a runway show," said Sears spokeswoman Amy Dimond. The retailer will also hold an exclusive kick-off party meant to get those in attendance, like fashion industry executives, to look "at Sears in a way that people may have not in the past." she said Quote: Marshal Cohen, who covers the retail sector as chief industry analyst at NPD Group, said that by participating in Fashion Week, Sears could generate some positive word-of-mouth and drive shoppers into its stores. But he said the effort could backfire if Sears cannot deliver once it gets shoppers through its doors. "The execution is going to be critical," he said. "It's great to say that you're going to have the product, but then you have to live up to it." and, original story WSJ Market Watch
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earthy Joined: 11 Jul 2003 Posts: 273	Posted: Wed Aug 13, 2008 10:03 pm    Post subject:   Well their is no going back on this comment now so they will just have to "Arrive".
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ltluvit Joined: 27 Mar 2006 Posts: 211 Location: east of the Mississippi and north of the Ohio	Posted: Wed Aug 13, 2008 10:29 pm    Post subject:   A bit more from the WSJ article: FallForward Fashion Installation Quote: "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." Huh? Sounds like a bunch of gibberish FallForward: LL Cool J's: RockForward Dr. Rey/Bruno Schiavi Shapewear: LoveForward Ty Pennington: BuildForward back-to-school campaign: FastForward No doubt more ___ Forward to come LT
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Major Appliance Joined: 09 Feb 2008 Posts: 1292 Location: Brand Central	Posted: Thu Aug 14, 2008 1:54 am    Post subject:   are you kidding me? Sears? Fashion week? might as well send a Chevy Cobalt to Lemans.
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steviesears Joined: 26 Jan 2007 Posts: 268	Posted: Thu Aug 14, 2008 5:01 am    Post subject:   Hey kids look..... More clothes to mark down to 75% off and still struggle to sell. On a side note, I do love how the clothes never sell, and then get armegeddon markdowns. I recently got my 4 year old about 2 weeks worth school clothes for about 40 bucks. Usually the quality and design of the clothes are okay, just that a Dora the Explorer sweatsuit has no buisiness costing 40 bucks. She's not just going back, she's arriving of course.
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LYNN Joined: 10 Jan 2006 Posts: 307 Location: Was Somewhere in FL, Now In IL	Posted: Thu Aug 14, 2008 2:06 pm    Post subject:   If they really want to "WOW" potential customers, how about better direction from Hoffman by getting rid of Lampert and putting in someone who really knows what needs to be done. I know it's a pipe dream, but to win the customers back; it's going to take much more than just new clothes that will be marked down alot of months later. They have to think about customer service, having knowledgeable sales staff in ALL departments, not just in big ticket. Don't over sell the MAs and PAs, I know they're important and the company makes more money because of it. But be tactful, when I worked in the Shoe Dept. I would offer shoe care, only mention it once on the way to the register; if the customer said no, I obeyed that directive. Nobody likes to be drowned in total questionings.
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Snurbble Joined: 10 Aug 2008 Posts: 257	Posted: Fri Aug 15, 2008 3:05 pm    Post subject:   "But he said the effort could backfire if Sears cannot deliver once it gets shoppers through its doors." That's always a good policy. It's so much fun to have a customer come looking for something that's in a flyer and have to say, "We don't have that and probably won't for six months."
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dictators_rule Joined: 08 Jul 2003 Posts: 4780	Posted: Fri Aug 15, 2008 3:34 pm    Post subject: knows their crap   LYNN brought up an excellent point.Even in softlines you need someone who knows their crap and what STUFF Sears carries.With teenage CACs in the clothing cash wrap I've been grapped many a time-what size do you where,what size do you think they'll take.It's all about the service-'the experience' they keep emphasizing. steviesears brought up a good point about the 75% markdowns.This has been long standing gripe of mine.If the WOW factor comes from price and not style that's the direction you go. If merchandise continously sells at a marked down price either customers only want cheap stuff or you simply over priced your crap.Take the hint.As much as I can't stand Walmart one of the things they do well is adjust and change-now alot of the practices allow for that but on the other hand if a higher price bigger ticker isn't working they go right back to CHEAP. Alot of Sears problems in all department is that there is too much assortment.If they simplify the lines they could lower the price and still sell at a profit.it worked til the late 80s-that's how Sears made there claim to fame wether it be husky jeans or Craftsman tools.It wasn't til they decide to go one on one with national brands and competing retailer's prices that they got in the crap.
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