Simply Styled initially launched in Spring 2016. The new brand delivered on trend fashion basics with improved quality and fit for women, men and kids. Strong sales allowed for expanding the line to include a larger fashion component. In Spring 2017, the apparel private labels Metaphor, Canyon River Blues and Covington were collapsed under the Simply Styled umbrella. The product line was expanded to include basics, trend, career, and casual fashion for the women’s apparel business.
The brand launch coincided with the Spring fashion photoshoot. We leveraged the photoshoot to develop digital image assets for the campaign. Primary channels were SEO, social, display advertising and email to drive customers online to Sears.com.
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