Word: appareled
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What do women want? For years, the top brass at Sears, Roebuck and Co. had nary a clue. Store managers saw nothing amiss in displaying intimate apparel from the same rack fixtures that were used to sell paints. "Sears frustrated and disappointed our customers over a long period of time," says chairman and CEO Arthur Martinez, who arrived in 1992 from Saks Fifth Avenue, where he had been vice chairman, with prayerful instructions to save the Big Store. "If we didn't act quickly, the end game was a slow death for the company...
Many managers can slash their way to profits. Act II, growth, is the tough part, and that's where Martinez is right now. "You can't shrink your way to greatness," he is fond of saying. Sears has gained 10 million sq. ft. of selling space, mainly for apparel, in areas reclaimed from storage rooms and furniture departments that migrated to their own stores. To stock the shelves, new merchandising chief Robert Mettler, recruited from Robinson's, brought in popular national brands such as Champion, Arrow and B.U.M. and launched fashionable Sears-designed garments (imagine!) such as the Canyon River...
Eagerly the children don their Santa suits and march back to work, singing, "Deck those dolls with joyful smiles/ Wind those action figures up/ Don we now our hard-earned apparel/ Tiny Santas of the world...
According to store manager Teresa Giaculli, J. August, a Mass Ave. retailer specializing in Harvard apparel, usually sees an increase in sales of up to 70 percent during the holiday period...
...Boxster, Porsche's six-cylinder $39,980 speedster, its first new sports car in 19 years. The car is being sold with throwback-apparel options such as goggles and a racing hood...