Sear's Sizzling New Vitality

COVER STORY

Sears' Sizzling New Vitality

Once frumpy but now fashionable, the largest retailer turns style into big profits

Forget Sears, Roebuck. Nowadays Sears, Tiegs might be more appropriate. In 12 million American homes, the first image Sears customers are seeing as they flip through the new fall-winter catalog is the cover picture of Model Cheryl Tiegs, wearing a cardigan sweater and an autumn plaid skirt, her smiling face and long blond tresses beckoning potential buyers into the magic world of America's largest retailer. Sears has taken a fancy to Tiegs, embracing her in its catalog and TV...

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