Available for Men, Women and Boys, Military-Branded Apparel Will Support Programs for Troops

By Natalie Zmuda

Soldier chic isn't a new fashion trend, but now consumers will be able to buy officially endorsed military merchandise at their local department store.

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.

Military booster
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.

 

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PR Watch writes:
Sears has entered into a first-ever deal with the United States Military to market a new line of officially sanctioned, military-styled clothing to men, women and boys. The military has officially licensed a "soldier chic" line of clothing to Sears called the "All American Army Brand First Infantry Division" collection. The garb, to be launched in 550 Sears stores in October -- just in time for the holiday season -- consists of "authentic lifestyle reinterpretations" of regulation uniforms and military-issued gear like T-shirts, hooded sweatshirts, denim and other outerwear. The partnership is part of a marketing strategy to raise the public profile of the U.S. military. Sears already carries some military-themed merchandise on its Web site, like a Modern Military Figure Special Forces Soldier toy for ages 8 and up, a musical DVD titled "Death Chants, Breakdowns and Military Waltzes, Vol. 2," which lists song titles like "Cadaver Recovery Man" and "Mud & Guts," and a Self-esteem Zip Military Style Vest for Juniors.

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