Sears Tries To Be All It Can Be

The military look is back in, if you shop at Sears, that is. From Ad Age:

Sears, Roebuck & Co. has signed a deal with the U.S. Army to launch the All American Army Brand’s First Infantry Division clothing collection. It marks the first time the U.S. Army has officially licensed its marks and insignias; licensing fees will be used to support military programs for troops and their families.
The collection aims to simultaneously raise the profile of the U.S. Army and round out Sears’ military program. The collection dovetails with Sears’ “Heroes at Home” program, which provides home renovations to military families and has been promoted through twice-a-year marketing campaigns. Sears also has an extensive military-support program that includes community outreach and employee assistance, among other things.

Not a bad idea, as long as The Army doesn’t get the same image as Toughskins jeans did.



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.