HOW CAN SEARS INCREASE CONSIDERATION FOR THEIR FASHION APPAREL BUSINESS TO YOUNG MILLENNIAL SHOPPERS?

When I joined Sears in November 2012, the SearsStyle team was exploring new directions in visual style for their fashion blog. Each week, they would publish a themed editorial fashion “issue” that showcased the clothes they sold. They aimed to portray sears apparel as “on trend”, so that young millennials would shop there. We designed hero images, and several mini slide shows along with other social media marketing assets.

November 2012 Issue
GOLDEN RULES

Golden Rules

Mood board

goldenrules-moodboard

December 2012 Issue
BE JEWELED

SearsStyle Bejeweled

March 2013 Issue
MINTY FRESH

minty fresh
minty styleguide

April 2013 Issue
SWEET SORBET

The “Sweet Sorbet” issue was a special one in that we had an abundance of product that fit this spring time sorbet colors trend and we wanted to showcase all our outfits in a “SearsStyle staffer 7 day challenge”. This required a special photoshoot, that I acted as in-house photographer for. We chose our Project Manager, Meghan Buckman, found a nice bright corner in the office and spent the morning taking photos.

sweet-sorbet-hero
searsStyle sweet sorbet

Styleguide

searsStyle sweet sorbet styleguide

Photoshoot selects

sweet sorbet selects

May 2013 Issue
MEMORIAL DAY

searsstyle_memorial-day_homepage
memorial day style

 2013 Redesign

In fall 2013, after experiencing limitations of the current template, the team decided to do a complete overhaul of the site. We were now ready to become a full editorial fashion blog. Below are some samples of the designs we created in the new template style.

September 2013 Issue
MUST-HAVE FALL LIST

searsStyle fall 2013
searsStyle fall 2013 articles

November 2013 Issue
EDGY REMIX

searsStyle edgy remix
searsstyle-edgyremix-articles

PROCESS

To read more about the behind the scenes, check out the blog

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