Sears, Roebuck & Co. has signed a deal with the U.S. Army to launch the All American Army Brand's First Infantry Division clothing collection. It marks the first time the U.S. Army has officially licensed its marks and insignias; licensing fees will be used to support military programs for troops and their families.
Coming to Fashion Week
Craig Israel, president of Sears Apparel, said the brand will be prominently featured during the retailer's Fall Forward fashion exhibit at next week's Mercedes-Benz Fashion Week in New York. The line will also be included in future marketing campaigns, including those slated for the holiday season.
"Over the years, military-inspired clothing has played a distinct role in shaping fashion trends," Mr. Israel said. "We are now able to exclusively offer a line that is pure to the origins of that inspiration."
The collection, slated to launch nationwide in October, will be made up of "authentic lifestyle reinterpretations" of the fit, design and performance of regulation uniforms and military-issued gear. There will be styles for men, women and boys, including T-shirts, hooded sweatshirts, denim and outerwear. Price points will range from $11.99 to $119.99.
"By incorporating the Army's timeless traditions with iconic styling and unparalleled standards for performance, fit and function, consumers can wear the pride they feel for our troops," said a U.S. Army spokesperson.
The collection aims to simultaneously raise the profile of the U.S. Army and round out Sears' military program. The collection dovetails with Sears' "Heroes at Home" program, which provides home renovations to military families and has been promoted through twice-a-year marketing campaigns. Sears also has an extensive military-support program that includes community outreach and employee assistance, among other things.
This week the Army also announced another initiative that will raise its public profile. An Army Experience Center, an educational facility, opened inside Franklin Mills Mall in Philadelphia. The facility is meant to help visitors virtually experience aspects of Army life and is the centerpiece of a pilot program to test and evaluate new marketing strategies, along with build recruitment.