Sears are trying to expand their market by introducing a new line designed by veteran rapper LL Cool J.
It’s no groundbreaking concept collection, more of a range of t-shirts and jeans, Sears senior vice president Irv Neger said: “We know this [urban] customer is in the store, but it’s a customer we weren’t reaching. With this brand, we see tremendous growth opportunity.”
LL Cool J seems determined to prove his worth as a fashion designer saying: “I was raised by a matriarch, I have a wife and three daughters, so I know what women are looking for when they shop for clothes,”
He added: “My main concern with juniors is to make sure the fit is right. The fabrics have to feel nice on a woman’s body, but sizing and fit are very important. I know that if she comes in, puts it on and it doesn’t fit, she won’t come back. Clothes have to make a woman feel good, relaxed and sexy. We are going to be constantly looking at fine-tuning the fit and we’ll get it right.”