Now + Here, a new department that launched Thursday at Sears stores nationwide, aims to seduce that most fickle of audiences — juniors and young men.
“This is part of our overall apparel transformation,” said Melanie Henson, chief marketing officer of Sears Apparel.
The retailer has begun to upgrade its apparel business under John Goodman, executive vice president of apparel and home, who joined Sears about nine months ago.
The new Now + Here areas, located at the mall entrances of Sears units, marries two of the demographic’s main pursuits — fashion and music.
“We know teens are really inspired by music when making their fashion purchases,” Henson said. “The synergy of music and fashion drives the hottest trends for young shoppers.”
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Sears partnered with Live Nation, the largest producer of live concerts in the world, to give Now + Here an authentic music component. The retailer is tapping into fall’s hot trends with brands such as Battle Gear, Girly Grunge, Biker Chic and Sweet Dreams. There’s also Sears exclusives Bongo and Rebecca Bon Bon, and Amplify for young men. Key items include Te Amo’s military cadet jacket for $34.99 and Zana-Di skinny jeans with stone wash, $21.99. “We will continue to add powerful brands to the mix,” Henson said. “We’re really trying to be a fast-fashion destination in the mall. We’ve assembled a strong merchant team and we’re working to get the best pieces, the best trends and the best pricing, and pulling it all together.”
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Sears is presenting three in-store concerts at Now + Here locations. Jason Derülo on Thursday appeared at the Woodfield Mall Sears in Schaumburg, Ill.; Travie McCoy is scheduled for Aug. 4 at the Northridge, Calif., unit, and B.o.B will perform on Aug. 19 at the Woodbridge, N.J., Sears.