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Sears tries fast fashion format on for size

A week after it divested Lands’ End, Sears announced plans to launch Now + Here, a fast fashion shop available in Sears stores across the country, on Sears.com and Shopyourway.com, the second week of April. The Now + Here shops offer a new shop environment with monthly deliveries.

The move comes as the company continues to transform into a member-centric retailer leveraging Shop Your Way and integrated retail.

Now + Here extends the online shopping experience by offering consumers access to exclusive content, including behind-the-scenes videos and fashion tips.

To celebrate the launch of Now + Here, Sears will host a virtual event, followed by a live fashion chat with celebrity Brooke Burke-Charvet at Searsspringfashion.com on April 14. Shoppers and members will be able to register at Searsspringfashion.com and invite their friends to the event that will include a virtual runway show experience, behind the scenes video, new product lookbook and live shopping of all the looks throughout the show. During the live chat, Burke-Charvet will share her best fashion tips, answer guest questions and offer style advice to registrants. Shop Your Way members will also get special access to view a unique style video created by Brooke. Live updates will be posted throughout the event on SearsStyle.com and Shopyourway.com.

"Today's fashionista lives a digital lifestyle that is part of everything she does, including how she shops," said Shela Field, chief marketing officer of Sears. "Launching the Now + Here shop with a virtual fashion event not only gives her a front row seat to the launch, it takes her inside to experience and purchase the product in a whole new way. It also showcases our integrated approach and focus on shopping made fun and easy."