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The Softer Side of Sears, Again

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By Danica Lo
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Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Expect a major fashion push from Sears in the coming months, say shareholders at the megastore best known for washers, dryers, lawn-mowers, and large appliances. Brands that will play a key role in the up-fashioning of Sears include Bongo and Dream Out Loud. "We're going to build a new culture around apparel," the company's new executive vice president of apparel and home, John Goodman, told WWD. Is this the "Softer Side of Sears" campaign from the 80s all over again? [WWD]

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