Sears targets teens with MTV film, LL Cool J gear

Full story: Chicago Tribune
First came the decision to stock Skechers, a line of footwear teens favor. Then came the personalized avatar, the virtual identity Sears shoppers could accessorize online. Read more

“The sane guy in Chicago”

Since: Feb 08

Chicago

#2 Jun 19, 2008
Good Job Sears!!! You are managing to release this movie (According to this story on August 11, but according the Chicago SunTimes in mid-September AND according to another paragraph in the same article). August 11 is a little late into the back-to-school shopping season, more interesting -- LL COOL J and it was filmed in Utah? So you are going after the Mormon teen market using LL COOL J? Seriously? You didn't think, "Hey, our "FLAGSHIP" store is in downtown Chicago and its urban." It would have been a great set location, its large, new and usually empty.

This paragraph from the article is interesting...
"That's the sentiment Sears executives hope "The American Mall" movie and the LL Cool J gear, which will be available in mid-September, can change -- particularly among the fickle and trend-conscious teen audience that's so far viewed the chain with caution." It states that the movie AND clothing will be available in mid-September, you know AFTER back-to-school shopping. So even if the movie is out ther on August 11, the clothing won't be available for another month? Just close the retail part of your company, sell the assets off and become a hedgefund company full-time. The management is just one embarassment after another.(And when was LL Cool J last cool? Are you going after the teen rural market with a campaign featuring Tammy Wynette?)

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