Sears is a company that has become almost entirely redundant, is outflanked by competitors on all sides, and stands ready to poison the reputation of the financial genius who last bought it, Eddie Lampert. The store is not as cheap as Wal-Mart, not as good as Macy's, and not as convenient as Amazon. It's an old retailer desperate for a revolutionary change to resurrect it from the grave. So how is Sears going to claw its way back into the competitive fashion market? By hiring LL Cool J to start a clothing line for it, of course! This is such an appropriately crappy idea:
The casualwear brand, called LL Cool J for Sears, will include girls and boys, juniors and young men's wear, according to (WWD).
Much catchier than "FUBU." LL's main challenge? Living up to the standards set by Latin TV star Lucy Pereda:
Sears previously launched 97 multicultural concept stores in its stores, and has offered African-American-themed items in its catalogs. It also has sold labels by Latin TV star Lucy Pereda, as well as well-known designers Liz Claiborne and BCBG's Max Azria.
Meanwhile, analysts expect another dismal quarter at Sears when the Hoffman Estates-based retailer reports earnings on Thursday.