Over the last year, private brand fashion has been one of the more exciting categories with numerous launches of fashion-forward, on-trend new brands from Amazon, Target, Walmart and even Kroger. Consequently, I was a bit startled by the below press release from the once-dominant zombie retailer Sears. 37 years after the last episode of the iconic TV show Charlies Angels aired Sears is expanding its Jaclyn Smith licensed private brand. The move comes 33 years after Sears-owned Kmart first collaborated with Smith.

I readily admit that she was my favorite Angel, far eclipsing the others, but I cannot imagine how the move will buy the retailer even a single day of life. The 72-year-old actress seems far removed from the fast fashion and Instagram generation that Sears will undoubtedly need to survive.

Jaclyn Smith (PRNewsfoto/Sears, Roebuck and Co.)

Sears Expands Exclusive Apparel Lines with Celebrity Brand Icon Jaclyn Smith

‘Jaclyn Smith Ready to Wear’ now at select stores nationwide, online at Sears.com

Sears has strengthened its appeal as a fashion destination for the modern, sophisticated woman with the introduction of the Jaclyn Smith Ready to Wear collection from celebrity branding pioneer Jaclyn Smith. The collection – inspired by Smith’s everyday life with all women in mind, and perennially popular for decades at sister retailer Kmart – is available now with top items in select Sears nationwide and the full assortment at Sears.com/Jaclyn.

Smith was one of the first celebrities to develop a fashion brand, launching her Kmart collaboration and clothing line more than 33 years ago. Ever since, more than 100 million women have purchased clothing or accessories bearing the Jaclyn Smith name. Awareness of the Jaclyn Smith brand for women 35-60 years old is above 80%, making it one of America’s most recognized brands.

“It’s a privilege to work with a hands-on business partner like Jaclyn Smith, whose savviness and ability to anticipate women’s fashion trends for so long in the constantly evolving fashion world is remarkable,” said Greg Ladley, president of apparel and footwear at Sears Holdings. “More than five million Shop Your Way members have purchased Jaclyn Smith collection products in Kmart over the last 12 months alone, so we look forward to building Jaclyn’s current brands and extending her powerful reach and brand loyalty across to the Sears community.”

Jaclyn Smith Ready to Wear Collection (PRNewsfoto/Sears, Roebuck and Co.)

The Jaclyn Smith Ready to Wear collection is known for its elegant, on-trend design and offers women affordable and timeless styles with print and color that feels cheerful, tasteful and occasionally bold.

“From sleek silhouettes to bold prints, my Ready to Wear pieces are designed for every woman looking to express her personalized style,” said Smith. “That’s what makes my collaboration with Sears the perfect fit. Like me, Sears understands who its members are and genuinely cares about what they want – to look their best, whether at work or enjoying a night out, with statement-making looks, great details, quality, comfort and style for women of all sizes.”

The Jaclyn Smith Ready to Wear collection is curated of classic, sophisticated clothing, with quality fabrics, and ease of fit – all starting at $10.00. The collection features elegant essentials – from comfortable knit separates to woven staples like her best-selling blouses that are must-haves for transitioning from daytime to evening. Other highlights include a stylish selection of celebration dresses featuring silhouettes like curvy sheaths and classic A-lines, as well as jeans, tees, swimsuits and more available online.

Complementary line extensions like accessories and handbags are available online at Sears.com. The line joins the Spencer by Jaclyn Smith layette collection, which was introduced at Sears stores last fall. Spencer by Jaclyn Smith was created in partnership with Smith’s daughter, Spencer Margaret, in 2017 with inspiration from Smith’s granddaughter, Bea. Spencer by Jaclyn Smith features ultra-soft 100 percent cotton and cotton blends, affordably priced from $19.99 to $29.99.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.