Sears Revamping Stores in Ethnic Markets

By Staff -- Home Textiles Today, 10/11/2004 12:00:00 AM

Hoffman Estates, Ill. —

Sears, Roebuck and Co. is undertaking store makeovers — specifically in apparel — at 97 of its full-line stores to better woo multicultural market segments.

The company stated that 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 reflect its merchandise offerings with crossover appeal while catering to a fashion-conscious, multi-ethnic audience, stated the company. Sears also plans to increase the level of bilingual associates in top Hispanic communities. If the pilots are successful, Sears expects to expand its multicultural store concept to additional markets sometime next year.

“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 will take place at Sears stores located in New York City, Miami, Los Angeles and Chicago.