Sears Canada launches program for kids that fits 'just right'
TORONTO, Aug. 6, 2015 /CNW/ - Sears Canada Inc. (TSX: SCC) announced today the launch of the KidVantage Grow Out Guarantee, created to take the stress and guesswork out of back-to-school shopping. The KidVantage Grow Out Guarantee promises that if your child grows out of an article of clothing purchased at Sears, you can exchange it for the next size up before the end of the current school year.
A survey conducted by Fusion Retail Analytics revealed Canadian parents' frustration with this yearly struggle, 64% citing their children grew out of new clothing during the school year – 76% of those children being aged 3 to 14 – resulting in new replacement items having to be purchased. With this staggering statistic, it is no surprise that 62% of the parents surveyed purposely purchase larger sized items for their children to grow into throughout the school year, avoiding a revised wardrobe mid-season. With the new Grow Out Guarantee at Sears Canada, parents can choose a perfect fit for their children today, guaranteed for tomorrow.
"We are thrilled to announce the Sears KidVantage Grow Out Guarantee," said Vincent Power, Vice-President Corporate Affairs and Communication, Sears Canada. "Back-to-school shopping can be stressful on parents and on their budget, but the Grow Out Guarantee means parents can buy what fits their kids now and exchange later if needed. The KidVantage Grow Out Guarantee is another way Sears is supporting the needs of Canadian families."
In 2015, Sears is celebrating its 50th year as a corporate fundraising partner of the Boys and Girls Clubs of Canada and, as part of the Grow Out Guarantee program, the Company will be donating all articles in good condition to Clubs across the country throughout the school year. Garments will be used as each community Club sees fit, whether for spills, playground rips and tears, extra warm layers or creative costumes.
Sears recognizes that kids outgrowing newly-bought clothes or starting the school year in oversized attire to accommodate a pending growth spurt is a challenge among Canadian families that requires a solution. With 71% of Canadian parents surveyed agreeing that the Grow Out Guarantee is appealing, Sears is helping to create, for Canadian families, a more positive back-to-school shopping experience.
Sears continues to offer the KidVantage Lifetime Wear Out Warrantee, which covers children's clothing and footwear as long as a child in the family continues to wear the size. If kids wear out their Sears purchased clothing and footwear, Sears will repair or replace it with the identical item in the same size or, if it's unavailable, a similar item of equal value in the same size.
Sears Canada has also launched a national television advertising campaign this summer that focuses on the products that have a compelling offering and a strong position in the market. The campaign, created by Sears advertising agency BIMM, incorporates modern interpretations of famous fairy tales. The first ad launched on June 22nd, featuring the Sears 365 Night Comfort Guarantee, and it retells the story of the Princess and the Pea. The second spot debuts this week and features the KidVantage Grow Out Guarantee, where a frustrated Goldilocks struggles to find clothes that fit "just right". The campaign will run on CTV, CITY, Global and CBC as well as specialty channels such as Food Network, W Network, Bravo, HGTV and Discovery and is part of the company's integrated approach to marketing that also includes social, online and flyer.
About Sears Canada
Sears Canada is a multi-channel retailer with a network that includes 167 corporate stores, 198 Hometown stores, over 1,300 catalogue and online merchandise pick-up locations, 85 Sears Travel offices and a nationwide repair and service network. The Company also publishes Canada's most extensive general merchandise catalogue and offers shopping online at www.sears.ca.
SOURCE Sears Canada Inc.
For further information: Contact for Media: Alicia Richler, Sears Canada, Corporate Communications, 416-941-4423, [email protected]