Sears Enters Fast Fashion Arena

The fully integrated retail experience will extend online with access to exclusive content, including behind the scenes videos and fashion tips on Sears.com and ShopYourWay.com.

Now + Here will launch in-store and online the second week of April and feature an assortment of tops, bottoms, cardigans and vests that range in price from $20 to $42.

"Fast fashion for Sears means an accelerated timeline for trends at an affordable price. The new Now + Here shop provides an experience that transcends the store, leveraging our integrated retail capabilities to give our customers and Shop Your Way members a 360-degree fashion experience," says Sheila Field, chief marketing officer, Sears Apparel. "Today's fashionista lives a digital lifestyle that is part of everything she does, including how she shops.”

The news comes

Seventeen

. The Hearst publication is teaming with the retailer to create a full line of apparel and accessories that will be sold in branded in-store shops at locations across the country. The Seventeen collection will launch in July, according to

Women’s Wear Daily

.