Real klassy Sears

So this is what Sears has become.

A retail chain so desperate for attention that they're willing to throw away what little brand equity they have left to hook up with the Kardashians.

Sears is not the first mass retailer to collaborate with a celebrity designer. But in the cases of Target with Jason Wu and Kohl's with Vera Wang, their co-conspirators have actually accomplished something and gained a level of respect in the fashion industry.

Who's wearing anything from the Kardashian Kollection (yes, it really is spelled with a K) other than a few reality stars and "celebrities" whose fame will be lucky to outlive a fruit fly?

I may be wrong. There may be some fans of Kourtney & Kim take..., Keeping up with..., and their other "work" who are willing to rush to the mall for this stuff.

But if aligning with the Kardashians and spelling Kollection with a K are the best ideas Sears has to klass up their image, they might as well kall it kwits and klose their doors.

This isn't going to save them from Walmart, Target, or anybody else who has a real brand position.