SEARS CANADA'S CLUB FOR TEENS GOES NATIONAL
By Adnews Staff
Sears Canada Model's Club is taking its show across the country. The department store has launched the Sears Canada Model Club program nationally with plans to offer it in the majority of Sears stores by spring 1999. The program began in the Greater Toronto area Sears stores in the fall of 1997. The club is open to young people aged seven to 18, of every shape and size and provides them with the opportunity to model in Sears in-store fashion events, in front of an audience. The goal of the club is to make girls and boys feel good about themselves by teaching kids how to select the most flattering clothing styles and colors, basic skincare and make-up techniques and good posture, all of which inspires confidence. The club consists of four 1/2 hour workshops and is not an agency or a modeling school. Right now promotion of the program is being handled by individual stores. Once the program is in all outlets, a national campaign will be launched. It is scheduled to begin in the spring or summer. Print advertising for Sears Canada is done in-house, while radio and television commercials are done by Young and Rubicam of Toronto.