Sears Launches Multicultural Makeover

Hoffman Estates, IL, October 8--In a deepening commitment to Hispanic, African American and Asian shoppers across the country, Sears, Roebuck and Co. is revamping 97 of its full-line stores this month to enhance the retail experience for diverse multicultural market segments nationwide. The store makeovers are part of Sears' national pilot program to add and strengthen apparel lines designed specifically for multicultural shoppers, under one roof. The move follows a two-year analysis of customer buying patterns and preferences to determine the brands and products that Hispanic, African American and Asian shoppers want to buy. As part of the makeovers, Sears is changing its in-store signage and display formats to best reflect its merchandise offering that has crossover appeal and, at the same time, cater to the fashion-conscious, multi-ethnic audience. Sears also plans to increase the level of bilingual associates in top Hispanic communities to improve the overall customer experience for this growing segment. If the pilots are successful, Sears expects to expand its multicultural store concept to additional markets sometime next year. "Now, multicultural shoppers can enjoy a more customized Sears experience," says Cynthia Maignan, Sears' director of multicultural merchandising. "From the moment the customer walks in the door, she will find up-to-the-minute modern fashions and brands that resonate with her sense of style for each season." The makeovers benefit Sears stores located in communities that, according to the U.S. Census Bureau, average 60 percent for multicultural makeup. Major market areas with multi-ethnic populations, including New York City, Miami, Los Angeles and Chicago, will feature Sears' multicultural-focused stores.