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Sears collaborates with French Connection

16
Sep '10
Sears, one of America's leading retailers, French Connection UK, the innovative British fashion house, and LF USA's Regatta division, announced the launch of UK Style by French Connection. The line will offer contemporary, stylish clothing and accessories collections for men, women, and children.

The collaboration will bring in-store, branded boutiques to 500 Sears locations throughout the U.S., starting in the first quarter of 2011, just in time for the spring shopping season. Simultaneously, the collection will be available on Sears.com. A campaign encompassing print, broadcast, and in-store signage—inspired by French Connection's signature, groundbreaking creative—will be an integral part of the brand kickoff.

World-renowned advertising agency Lloyd & Co, best-known for its work with Tom Ford and Gucci, has been retained by LF USA and French Connection to develop the campaign. Following the initial launch, Sears will introduce swimwear, footwear, sunglasses, jewelry, and other accessories along with items for the home.

"French Connection is a world leader in contemporary fashion," said John Goodman, executive vice president of Apparel and Home for Sears Holdings. "This addition to our brand portfolio will significantly increase our relevance among younger customers while strengthening our effort to re-energize our fashion offerings at Sears. The launch of UK Style by French Connection signifies our continued commitment to compelling fashion and great value. We are thrilled with this major opportunity to work with a company whose vibrant, cutting-edge fashion and avant-garde marketing have made waves in the fashion industry for almost forty years."

"A new licensing agreement with two world class companies is very exciting. This launch gives us the opportunity to use the strength of French Connection as a global brand to reach a wider audience at new, accessible price points," said Stephen Marks, founder and chairman of French Connection. "We believe this will complement our existing French Connection brand. We're very much looking forward to introducing UK Style by French Connection to the American market."

The women's collection offers floral leggings and striped tanks along with patterned minis, sequined and animal-print shifts, designed to capture French Connection's joie de vivre. Inspired by street and runway fashions in international capitals, the men's collection offers dark-washed jeans, button-down Oxford shirts, and V-neck tees.

"French Connection is the pioneer of fast fashion and is an international leader in the contemporary category with original, groundbreaking consumer marketing year after year," said Rick Darling, president of LF USA. "This is a powerful alliance between Sears, one of America's top retailers, London based French Connection, with its fashion heritage, and LF USA with its design capabilities and global sourcing network. This alliance is sure to produce great fashion at great value for our customers."

Sears, Roebuck and Co


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