Where’s that vintage Sears photo from, you ask? Actually, it’s brand new! According to the Gwinnett (GA) Business Journal, Sears has just unveiled yet another new prototype store at the Gwinnett Place Mall. Titled the “Duluth” model for the city in which it’s located, it’s designed to appeal directly to female and teen shoppers with a more fashion-conscious image that plays up the “softer side of Sears” (remember that jingle?). According to the article:
Gone are the interior walls stacked from ground to ceiling with merchandise. You can see across the entire floor, like a show room, on each level. You’ll also notice a number of other changes … a “customer solution center” that’s equal parts concierge desk and Internet cafe. “Lifestyle vignettes” that look like cutouts of a home and show how various Sears’ offerings could look in your house. Expanded display areas of major brands such as Lands’ End clothing. And 13,000 feet of additional shopping space.
The article also mentions that it’s going well so far, and the redesign may join the myriad other Sears concepts (Department Store, Essentials, Grand, Hardware, Appliances, umm… Big Kmart) in being rolled out to select locations nationwide. And while Sears as a fashion-oriented retailer may be something of a tough sell (Personally, I think they should work on competing head-to-head with Target and sniping at the upper end of Wal-Mart’s customer base), the use of the classic Sears logo on the store is pretty awesome. It really brings back memories of the days when people got all gussied up to go shopping downtown, and when salespeople still wore white gloves.