Sears targets teens with MTV film, LL Cool J gear

Now, the company that once offered in-store hearing aids and dentures is teaming up with MTV to produce a back-to-school movie while adding a line of street clothes and accessories designed by hip-hop artist LL Cool J.

After spending years trying to get shoppers to embrace its softer side, the ailing retailer is still known more for its hardware than handbags. So its latest strategy to stem slumping sales is trying to tap yet another new market: the young, hip and urban.

"While mom may decide what the acceptable place is to shop, the kids are deciding what clothes they want and what places have it," said Richard Gerstein, Sears' chief marketing officer. "If we come out of our season with much more relevance with this group, and improving our sales and profitability with this group, we think it's a big win."

Whether the initiatives can help Sears shed its stale image is up in the air. But what's certain, experts say, is that the chain led by financier Edward Lampert desperately needs to reinvent itself if it's going to survive.

"It's a great place to buy a washing machine, but you wouldn't want to get your jeans there," said Jayne Mountford, vice president of trend reporting for Stylesight, a global retail forecasting firm.

That's the sentiment Sears executives hope "The American Mall" movie and the LL Cool J gear, which will be available in mid-September, can change--particularly among the fickle and trend-conscious teen audience that's so far viewed the chain with caution.

"The American Mall," produced by the team responsible for the tween-loved "High School Musical" series, is a massive cross-promotion between MTV and Sears.

Scenes for the 87-minute film were shot in a Utah Sears store. Characters wear Sears clothes, which shoppers can purchase. And the actors will appear in Sears advertisements and circulars. Meanwhile, Sears will sell the DVD and soundtrack in stores, while promoting the film and getting commercial time when the movie airs on MTV on Aug. 11.

Neither Sears nor MTV executives would disclose their investment in the project, which has been in the works since November.