Sears has initiated a pilot of 50 urban shops that also include popular male urban brands such as Icewear, Run Athletics by Russell Simmons, P. Miller and South Pole.
Each shop has 15 to 20 clothing racks located in a premium spot within the Sears young men's department. By grouping these brands into one easily identifiable location and enhancing the visual presentation in these 50 stores, the urban shops are set to improve the overall shopping experience for customers of all backgrounds looking to buy urban apparel.
The urban shops are located at select Sears stores in Chicago, Detroit, Los Angeles, Miami, New Jersey, New York, Philadelphia, San Francisco and Washington, D.C. The pilot will run through the holidays. It's anticipated the urban shops will expand to other stores next year.
“The young men's customer is very important to us,” said Cynthia Rodgers Maignan, director of multicultural merchandise for Sears. “We want him to know we carry the fashion-forward brands he prefers and that we offer an easy and pleasant shopping experience.”
