Dive Brief:
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Sears unveiled a store within its stores and on its shopyourway.com website this week--a new, trends-focused apparel brand “Now + Here.”
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The launch comes just after Sears announced the spinoff of Land's End, which will be complete next month and offers more upscale, more classic apparel.
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Sears also announced it will sell clothes curated by popular teen magazine Seventeen through its Shop Your Way website and app.
Dive Insight:
Sears clearly hopes that offering fast-fashion to younger, trend-minded and price-conscious consumers will help revive its prospects. It’s hard not to link the spinoff of its more classic apparel store-within-a-store Lands’ End with the decision to dive into fast fashion and sell clothes offered by Seventeen magazine. The fast-fashion market is getting crowded and may be nearing the limits of its appeal to consumers, who are increasingly worried about its sustainability and who may, in an improving economy, soon have more money to spend on higher-quality clothing.