Most fashionistas don't go looking to buy the latest fashions from a place that also sells dishwashers and tires. But that may be changing Thursday.
The struggling retailer just expanded a deal with Adam Levine, People Magazine's "Sexiest Man Alive," for a line of women's clothing after the company launched his menswear line last year. The Maroon 5 lead vocalist and The Voice coach, known for, among other things, dating Victoria Secret's models, said in the announcement that he gets to "create pieces that I would like to see a woman wear."
Those pieces, in case you were wondering, shows a preference for floral kimono tops, lacy sheer blouses, crop tops and thigh-length shorts.
Star PowerJust like its retail rivals, Kohl's (KSS) and Target (TGT), Sears is no stranger to using celebrity designers to boost foot traffic to stores. Sears has the Kardashian Kollection, designed by the reality-star sister trio of Kim, Kourtney and Khloe.
But that deal hasn't brought much "kash" to the company in the way of sales -- the sultry clothing line of skin-tight dresses has been making its way to the clearance racks. Sears is bleeding money. For the full year of fiscal 2013, the net loss attributable to Sears' shareholders was $1.4 billion. In general, the retail industry has been hit hard by prolonged, snowy, winter weather that kept shoppers at home. But as the weather warms and consumers start shedding those bulky winter coats, many are itching to refresh their wardrobe. Retail Springs Forward? Data from the U.S. Census Bureau, shows retail sales in February rebounded a bit, from a dismal showing in January. The National Retail Federation says this is a good indication the economy is primed for growth. The trade association found sales at clothing and accessories stores increased 0.4%, seasonally adjusted and month to month, and 2.4% unadjusted year-over-year. The Adam Levine collection launches at Sears' discount Kmart stores Thursday. Prices range from $12.99-$29.99 for apparel and $6.99-$29.99 for accessories. At the time of publication the author had no position in any of the stocks mentioned. This article represents the opinion of a contributor and not necessarily that of TheStreet or its editorial staff.
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