Sears (NASDAQ:SHLD) announced the launch of a new exclusive collection from Hearst Brand Development and Seventeen Magazine. With the new partnership, the retailer hopes to become the ultimate destination for stylish teens.
Starting this week, the collection will be available at 450 Sears stores and on Sears.com. And for Sears Shop Your Way members, customers can shop the collection, enter sweeps and explore exclusive content on the membership website.
"Seventeen Magazine is a trusted leader in the teen market and fashion is one of its core pillars, so a clothing line is a natural extension for the brand," said Glen Ellen Brown, VP of Hearst brand development. "Sears' digital capabilities, along with its enormous distribution in an integrated retail model, make the Seventeen collaboration a natural fit, providing teens easy access to on-trend and affordable apparel, available across every platform."
Social media will take center stage as the unique hashtag--#17Style--will be utilized across all platforms. Sears will offer 10 specialty shops featuring Seventeen signage in stores, as well as charging stations and interactive elements such as digital magazine content and social feeds.
"As we continue to transform the Sears apparel business, we are working to create deeper, exclusive brand relationships that both engage our members and increase the level of fashion across multiple channels," said Sheila Field, CMO for Sears Apparel.
The partnership marks the magazine's first apparel and accessories collection and arrives just in time for back-to-school shopping.
Sears is not the only department store trying to woo millennials. Last month Nordstrom added video displays in-store to showcase the social shopping site Wanelo, and in April Bauble Bar appeared in 35 locations.
Nordstrom also expanded its Topshop collections and repositioned the Savvy department to make teen fashion available at more accessible price points.
-See this Sears press release
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