Sears Tries For Some Sex Appeal

Frederick's of Hollywood it ain't, but stodgy old Sears Roebuck is certainly changing. On Sept. 14, merchandise group Chief Executive Arthur Martinez unveiled an eye-catching new $40 million print- and TV-ad campaign to entice women into checking out the Big Store's new, more fashionable dresses, blouses, and other women's apparel. One print ad features a lingerie-clad woman cooing that she bought her two-year-old a pair of pajamas at Sears to help the child go to sleep--and a revealing gown "to keep my 40-year-old awake."

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