Sears Integrates Digital Marketing To Bolster Launch Of Fashion Line

By Megan Zielinski, contributing writer

Sears and Hearst Brand Development, a division of Hearst Magazines, is introducing the Seventeen Magazine’s fashion line at 450 Sears locations nationwide and online, making Sears the one-stop shopping destination for girls to find affordable, trending styles to head back to school in.

The new collection of apparel includes 83 fashionable selections to choose from, including bold printed leggings, flirty dresses, and relaxed-fitting pieces matching up to each individual’s unique personality and taste. Shoppers can also find a wide variety of purses, footwear, and jewelry to pair with their new wardrobe. Each piece is priced at no more than $50, a reasonable price for young customers with a limited-budget. The new line is available in 450 Sears locations as of July 15, and by visiting Sears.com, customers can browse the full collection, and enter sweepstakes. At shopyourway.com, members are presented with exclusive savings and content from Seventeen Magazine, earning great deals on stylish options while being rewarded with points. Social media is at the forefront of this initiative, as Sears is incorporating #17Style throughout all social channels. Sears Twitter page “searsStyle,” with over 45,700 followers, regularly posts photos, videos, and interactive tweets including the unique hashtag. With #17Style, followers can retweet and share the links posted on Sears page to their own social site spreading the buzz to all of their virtual friends on the new Seventeen Magazine collection available at the retailer’s

location and online. With Instagram, Twitter, and Facebook, users can include the hashtag with a picture of their new outfit from the Seventeen Magazine collection, allowing viewers to like and post comments, and to see what Sears has to offer.

Along with the launch, Sears will also operate 10 specialty shops with engaging features including, digital magazine content and social feeds, as well as Seventeen Magazine autograph opportunities and device charging areas — further enhancing the digital shopping experience for fashion-savvy customers.

"Sears' digital capabilities, along with its enormous distribution in an integrated retail model makes the Seventeen collaboration a natural fit, providing teens easy access to on-trend and affordable apparel, available across every platform," said Glen Ellen Brown, Vice President of Hearst Brand Development.