Sears joins Fashion Pizzazz

Corporate News: Sears Seeks Trendier ‘Vibe’ With Forever 21

Karen Talley. Wall Street Journal. (Eastern edition). New York, N.Y.: Sep 22, 2010. pg. B.4

                Sears Holdings Corp faced with extra space in Sears department stores, is joining with hot fashion chair Forever 21. They are going to expand the store-with-in-a-store concept.  Forever 21 will take 15% of the space in the Costa Mesa, CA Sears department store. This transition hopes to generate rent revenue and fashion pizzazz/ traffic. This store-with-in-a-store concept is not new for sears as they have partnered with Land’s End. This joining is strategic by intent. There is a corporate monetary and structural affect taking place. The joining is intended to be long term although it is experimental at this point therefore it is a part of Sears strategy to increase traffic of you teens and women to their stores.


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