Sears Canada is rolling out to all its stores a fashion marketing campaign called The Fashion Solution.

Central to the campaign are what Sears Canada calls its ‘Must Haves’ – fashionable and essential items in men’s and women’s apparel, accessories and footwear.

Ross Rigney, a spokesman for Sears Canada, says The Fashion Solution fits right in with the company’s ‘Expect more from Sears’ strategy.

According to Bill Turner, Sears Canada’s vice-president of merchandising, not only is The Fashion Solution telling customers they can expect more from the retailer, but it also further enhances the company’s Workmanship Warranty and satisfaction guarantee.

To bolster The Fashion Solution and to back Sears Canada’s strategy, Rigney says the retailer promises customers it will always have a Must Have item in stock.

If not, customers will receive 10% off a comparable item, he says, adding, The Fashion Solution showed very well in pre-rollout tests.

Rigney says the Must Have items are in the retailer’s mid-price range.

Sears’ agency is Prism Communications of Toronto.

As for advertising, Rigney says Must Haves will not get an ad campaign of their own, but will be featured in Sears Canada’s continuing advertising. DC