Sears to Partner with UK Brand French Connection + Forever21

Who gives a FCUK about changing their image? Sears.  In an effort to get a new, perhaps hipper image, Sears is teaming up with the UK brand French Connection to put a little  bit of Euro fashion into to their stores and catalog. I remember when FCUK hit stores in the UK.  They created a tremendous marketing stir and buzz simply by misspelling the timeless swear word and commercializing via T-shirts and advertisements.  Everytime I passed their ads when I was in the UK, my head turned and I did a double take.  And that was precisely the idea. It’ll be interesting to see if the same interest can be generated among Sears shoppers.  The Sears FCUK line is due in stores in March 2011, and I’ll be on high alert to see the items. Word from Sears is that the line will include clothing and accessories for women, men and children, to be featured in 500 Sears in the US.

But FCUK is not the only brand Sears is partnering with to attract young shoppers. Sears is teaming with the uber reasonably priced, trendy Los Angeles chain, FOREVER 21.  FOREVER21 will be sold in some Sears stores, starting right here in California at the Sears in South Cost Plaza.  Coming in spring 2011, FOREVER 21 will take about 15% of the space in a Sears store  at South Coast in Costa Mesa, California.  Can you just imagine the pulsating sounds of loud music streaming through Sears? Will shoppers gather round, or run for their ear plugs? It’ll be interesting to see.  The face of Sears is set to change.  It will be interesting to see if these partnerships will attract customers or simply alienate the regular Sears customer.  I’m not sure FCUK or Forever 21 go with Sears like Fred and Ginger.  What do you think readers?