Department Stores

Sears Redesigning Apparel Presentation

New look includes new fixtures and more mannequins

Published

14 years ago

September 3, 2010

VMSD Staff

Sears Holdings Corp. (Hoffman Estates, Ill.) is putting the finishing touches on a revamped apparel presentation at 200 stores spread out across Chicago, Los Angeles, New York and Washington, D.C., according to the Chicago Tribune.

The effort began in May and includes new store fixtures, more mannequins, faster deliveries of new fashion trends and additional store workers, Melanie Henson, chief marketing officer for apparel at Sears, told the Tribune.

To emphasize its teen department, the retailer is moving the area closer to the mall entrance, where more colorful merchandise, runway groupings of mannequins and flat-screen TVs playing music videos can catch attention. New merchandise will also appear more frequently, with delivers every six weeks.

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