Write Lightning is a blog from writer Deb Thompson.
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Thu, Jan 05 2006

Sears Clothing

I see that Sears store sales were down during the last couple of months. If much of the problem was a cool reaction by customers to clothing I'm not surprised. I used to shop from Sears catalogs a lot when I lived in a small Midwest town where we had few brick-and-mortar stores. Then, as time went on, it seemed to me that Sears paid less attention to clothing, even though they had some good classic looks that weren't too trendy and they offered a lot of things in Tall sizes and in larger sizes for both men and women. I even wrote to them when they stopped having much in the way of these special sizes, since I had people in my family who had benefited greatly from the expanded size offerings over a period of years. I'm wondering if a lot of people my age and older remember some of this too, and have just never regained their confidence in Sears' clothing lines. Young people are not as likely to shop at Sears. They have plenty of other clothing stores that appeal to the more trendy fashion tastes. If you're a woman over 50 and you want a new outfit you have very limited choices these days if you're not willing to go with things like skimpy little bare-midriff tops and flirty little skirts.

I'd love to see Sears return to something like their former catalog sales, perhaps with an updated eye toward web shoppers (with an online catalog) and also Baby Boomer shoppers who are ready to spend but who are too experienced to fall for those 6-month clothing trends. Come on, folks at Sears. Give us a line of clothing that's durable, wash-and-wear and classic in style. Have a wide range of sizes for those classic styles that people, particularly women, return to again and again. Take the time to describe clothing dimensions with lengths for those of us who are extra-short or extra-tall. Adopt an easy return policy for items that don't turn out to be quite right. And have a little sale now and then. At some point you stopped promoting sales and talked about everyday low prices. But let's face it. People just like a sale now and then. So give us a few.

These might be old-fashioned practices but they mean quality products and quality customer service to a lot of us. We're out here. But if you continue to forget about us we're likely to continue forgetting about you when it's time to shop.

posted at: 06:56 | category: /Miscellaneous | link to this entry

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