Sears launches Now + Here omnichannel, fast-fashion format
Sears (NASDAQ: SHLD) today announced the launch of Now + Here, a fast-fashion shop-in-shop available in Sears stores and through Sears’ e-commerce site and Shop Your Way program.
The Now + Here initiative offers monthly deliveries of trendy clothing and accessories to keep up with the latest styles offered by other teen retailers such as H&M and Forever 21. The Now + Here retail experience extends online with an omnichannel focus that provides access to exclusive content, including behind the scenes videos and fashion tips.
With Now + Here, the goal is to bring new fashion trends from design studios to store shelves much more quickly and to increase the rate of cycling through new designs.
“Fast fashion for Sears means an accelerated timeline for trends at an affordable price. 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,” said Sheila Field, CMO for Sears apparel.
Apparel has been the rare bright spot for the chain, thanks in part to competitor J.C. Penney’s missteps, and in part to new celebrity-backed fashion lines by Adam Levine and Nicki Minaj. Sales driven by Shop Your Way rewards program members grew to 69 percent of total sales at Sears and Kmart for the full fiscal year 2013. That’s up from 59 percent last year. Online and multi-channel businesses grew 10 percent over the prior full year.
To celebrate the launch of Now + Here, Sears will host a virtual event, followed by a live online fashion chat with celebrity Brooke Burke-Charvet on April 14. Beginning March 27, users will be able to register online for the event, which will include a virtual runway show experience, behind-the scenes-video, a new product lookbook and live shopping of looks throughout the show. During the live chat, Burke-Charvet will share her best fashion tips, answer questions and offer style advice.
The new Now + Here program, comes on the heels of another omnichannel program that Sears is launching to capture the teen audience. Sears has partnered with Seventeen magazine to create a full line of clothing, shoes and accessories aimed at juniors. The companies are also working to create specially branded Seventeen boutiques inside 500 Sears stores, including 10 flagship locations. The shops will feature Seventeen signage, interactive elements, charging stations and image pieces.
-See this Sears press release