Can the Kardashian sisters save Sears?
Don’t LOL. If anyone can bring the tottering retail giant back from certain death, it might be these three. Hell, there might even be a reality show in it: Kim and Kourtney Take Middle America.
The image above was tweeted by Khloe yesterday and it appears to show the beginnings of a new ad campaign, and possibly an expanded product line, for the intimates range in Sears’ Kardashian Kollection.
Who knows for sure? All Khloe had to say about it was: “OMG! How fab is this new ad for Kardashian Kollection lingerie blah blah blah!” Take that, Jon Hamm!
What’s more certain is that Sears has gone all-in with the Kardashians, positioning the celebrity tweeters as the centerpiece of its rebuilding exercise.
Since the Kardashian Kollection debuted last fall, Sears has launched a new website, SearsStyle.com, that leans heavily on celebrity brand tie-ins, relentless social media efforts and hook-ups with fashion bloggers.
Meanwhile, the K-Kollection has grown to include a wide range of fashion goods and accessories, while the Kardashian girls’ main role these days is to serve as promotional window dressing. If you care about such things, Sears is running a contest to give 200 lucky fans a chance to meet the K-girls in a Chicago mall next month.
And the new ad captures the new Sears pitch perfectly: fairly ordinary shopping-mall styles tarted up with a kind of faux Rodeo Drive sheen.
It’s a truly bizarre partnership, one that Forbes magazine said “reveals a brand in throes of an identity crisis.” While its executive team criss-crosses North America closing stores and culling product lines, Sears’ merchandising arm is relying on America’s most famously dysfunctional tribe of scandal-ridden self-promoters to stop the bleeding.
But don’t count them out — either Sears or the Kardashians, who have made a career out of turning hideous disasters into highly profitable commercial rebounds. Sears should be so lucky.
As for Jon Hamm, he was right, of course, but he sort of missed the point. It’s not the Kardashians’ intelligence that’s their main selling point, it’s their style. And, to paraphrase another grump, no one ever went broke underestimating the fashion tastes of the American public.