Sears Holdings Corp.’s Sears and Kmart nameplates are aiming to become a primary destination for back-to-school this fall.
Sears typically targets the middle-aged Baby Boomer with classic basics at moderate prices, but the Sears 2007 fall collection shown at the Bryant Park Hotel during fashion week included some trendier items for contemporary shoppers.
Always a key player for school uniforms, Sears is looking to gain market share with the younger shopper.
The retailer is paying closer attention to details and designs, and its exclusive Covington and Apostrophe brands include warm and jewel-toned Ts, embroidered jeans, collared blouses and business suits for that internship or first job. A $60 Apostrophe jersey dress is one of the stylish items that can be worn to the office or for a night out.
As one of the largest sellers of sporting goods and workout equipment, Sears is also expanding its sportswear apparel collections. For the fall, the retailer is featuring loose track jackets and running pants that can be worn to the gym or for lounging around the house.
Kmart is also looking to reel in the teen and contemporary customer who may usually chose Target or Wal-Mart for back-to-school.
For the fall, Kmart is taking mainstream trends and infusing them into the Route 66 and RDoll lines. The chain’s young designers are pushing to combine comfort with style.
Most of the denim Kmart sells runs from $19.99 to $34.99, but, depending on the style and embroidery, some jeans are even less.
Kmart recently brought on a new handbag designer, and its collection of bags and purses is bright and youthful. Mini messenger bags and shoulder bags are large enough to store books and other school supplies.
Flat ballet shoes with a suede toe in a variety of colors and a T-shirt with a tiny skeleton design are two of the trendier items aimed at a fashion-forward customer.