Sears apparel opening day draws five shops' top-line pitchers

The stakes in the Sears, Roebuck & Co. apparel review have been raised as five of the ad industry’s biggest pitchers convene in Chicago this week to match their wits for the prize.
Last week, Arthur Martinez, chairman/ceo of the Sears Retail Merchandise Group, told fashion industry executives in New York that Sears will increase apparel spending $30 million this fall in its first major apparel splash in years. Including prc-prints, Sears spent roughly $20 million on apparel in 1992.
“We are the fourth largest advertiser in all of America, but we have not used the power of that resource,” said Martinez.