Behind the Storytelling with searsStyle


Of all various aspects of being a designer, visual storytelling is one of the best parts of my job as Art Director for searsStyle—a fashion and trends blog for affordable looks. Our goal is to go beyond merely presenting a shoppable product line and create an emotional and relevant connection with our members. The market is saturated and one way to stand out is to be a content brand, not just a brand with content. To do so, we must tell our story strategically across all channels to ensure consistency and cohesion.

Clothing and style is about self expression, and content needs to evoke emotion and create a strong personal connection. Consistent storytelling also helps build a strong identity, that our customers can relate to.


Visual Storytelling

Our photography is real, captures a moment and tells a story. It’s stylish, confident
and we inspire in a non-posed way. We’re friendly and approachable, always.


Our team is solid with talented people, many who have experience within the fashion industry and the tech world. Working with our marketing directors, content editor and creatives, the story and voice of searsStyle comes to life.

Jill Manoff, our sr. copywriter, talks about her gig before she joined the searsStyle team. “I was the fashion editor at a luxury lifestyle magazine and a freelance fashion stylist for 8 years. I hope my knowledge and ‘passion for fashion’ (such a cliché) shine in my day-to-day, and contribute to the boosting Sears’ rep among fashion shoppers.” 

Likewise, our content Manager and trends expert, Melissa Nelson, was most recently a contemporary dress buyer for Macy’s and hopes her keen trend analysis will help launch Sears’ consideration for the fashion savvy girl.

 chic on a shoestring

The most authentic way to create and sustain customer engagement is to craft a genuine and relevant story that resonates with our customer. We know and understand the industry, our customer and the new audience we want to reach so our stories inspire fresh looks with inside scoops and share how-to’s in an expert, friendship kind-of-way.

We’ve crafted 8 editorial categories that deliver impactful, trend-right articles. They’re SEO optimized and with the help of our featured fashion bloggers and social media gurus we’re engaging and retaining real-time and invaluable customer insights that help make our content even more current.

This season we’re talking COLOR inspired by nature. Check back for the skinny on creating color stories.

Also, here’s a quick sneak peek of our up-and-coming fast-fashion trends line for spring. Plenty of must-haves for everyone.

spring 2014

“I’m so excited for the Now+Here brandshop concept. It is an in-store/online
featuring the hottest trends of the moment, all at awesome prices.”
— Melissa Nelson, Content Manager and Trends Expert


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