For ages, Sears (NYSE: S) had a rep for a rather dowdy clothing selection, but it's been bringing fashion back into focus by updating its threads with recognized brands like Lands' End and Structure. To further boost its appeal, Sears on Thursday said that it will make its apparel available on its website by the end of 2004, using cutting-edge technological features.
Sears faces a ravenous pack of competitors in a struggle for the tight consumer wallet. Such stores as Wal-Mart (NYSE: WMT), Target (NYSE: TGT), Home Depot (NYSE: HD), Lowe's (NYSE: LOW), and Best Buy (NYSE: BBY) have the power to shoplift bargain-minded consumers from Sears in every area from apparel to electronics to appliances.
If Sears can convince the world it has finally found fashion sense, this is a great time to make the move. After all, the consumer remains spooked by the jobless economic recovery and the obsession with expensive brands of the '80s and '90s has subsided over the last several years. It's become rather cool (and often necessary) to attire oneself with deals.
For example, Target (sometimes pronounced as the tongue-in-cheek "Tarjay") has been embraced by young, savvy bargain hunters of all income brackets, some of whom have plenty of disposable income and supplement their designer wardrobes with low-priced items that still have a finger on the pulse of fashion.
Granted, shopping for clothes online, much like catalog shopping, has always held a certain angst. ("Will it fit? Will it look the same as it does on the page? What a pain if I have to send it back!") However, Lands' End has a snazzy feature that allows online shoppers to create a highly personalized online model of themselves to try on virtual outfits, which Sears apparently plans to use to its full advantage.
Along the same lines, Sears intends to boost the information and resources that research-oriented shoppers seek when browsing online for appliances, bringing depth to what has often been a frustratingly one-dimensional experience.
While Sears has had a struggle to stay in the game, it's trying to rally itself for a turnaround. With its apparel sales improving on the completed rollout of the Lands' End brand in its stores, its Web plans show a drive to enhance that success even more. Sears' move to accessorize its product line with boosted online functionality could create a pretty hip outfit.
You can reach Alyce Lomax at alycelomax@yahoo.com.
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