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Sears wants more cross-shoppers — meaning consumers who shop the hard goods and cut across the store for apparel.
This story first appeared in the August 28, 2012 issue of WWD. Subscribe Today.
So without getting trendy, and with a keen awareness that a “guy’s guy’’ is often the core customer, a line called Outdoor Life starts hitting the 800 Sears stores on Saturday. Two weeks later, 1,100-to-2,300-square-foot shops-in-shop will spring up in many locations, and by Sept. 20 Outdoor Life will be on sears.com.
“This will be the first store-exclusive brand for Sears created particularly with the outdoorsman in mind,” said Lana Krauter, senior vice president of Sears Holdings Corp. and president of Sears Apparel. “Through this collaboration, Sears and Outdoor Life will provide outdoorsmen with clothing that fits their lifestyle and their budget.”
The Outdoor Life line is inspired by the magazine of the same title, which is geared toward those hunting and fishing enthusiasts and published by the Bonnier Corp.
The collection encompasses men’s casual sportswear, performance apparel and functional hunting and fishing apparel including cotton flannel shirts, thermal crews, Henley shirts, hooded fleece zip jackets and cotton canvas cargo pants. Prices will range from $20 to $140, with T-shirts at the low end and outerwear at the highest prices. Ads will appear in Outdoor Life, which has a print circulation per issue of 750,000 and a total readership among adults ages 18 or older of 5,481,000.
Outdoor Life is the latest in a series of recent actions at Sears to step up development of exclusive brands, attempting to get better shopper traffic. Last year, the store launched its Kardashian Kollection and has long-standing offerings from Joe Boxer and Everlast. More recently it added Hart & Huntington and Bongo to the lineup.