10-Year-Old Style Advisor Spends Millions On Back-to-School Apparel for National Retailer

Beaded fringe, scuba pants, reversible vests and leopard prints are among this fall's "must-have" back-to- school fashions according to Morgan Dolly -- an atypical style consultant to a national retailer. Ms. Dolly is only 10 years old.

The Cumberland, Md. native was selected as the first-ever "kid" style advisor for Sears, Roebuck and Co. last December as a result of a nationwide search. Through a "kid-friendly" Web site http://www.styleadvisor2000.com/ , Sears is currently looking for two additional young Web enthusiasts to join Ms. Dolly as official Sears Biz Wiz Style Advisors.

During her tenure as the first Sears Biz Wiz Style Advisor, Ms. Dolly has helped company executives determine the looks and styles of kids apparel sold at Sears locations nationwide. This past spring she influenced the purchase of more than $5.5 million worth of merchandise and for current back-to-school offers the figure jumped to approximately $9 million.

"No one has their pulse on kids fashions more than kids themselves, and in order to stay relevant, we need their perspective," says Greg Sandfort, vice president of children's apparel for Sears, Roebuck and Co. "The Sears Biz Wiz Style Advisor program also gives kids an opportunity to voice their opinions on fashion trends and ultimately to have a real impact on the clothes that will be available at Sears stores throughout the country."

Beginning August 8th through September 22nd, kids logging on to http://www.styleadvisor2000.com/ could become one of the next Sears Biz Wiz Style Advisors by submitting their predictions on the two coolest fashion trends for next spring and crafting a paragraph or rhyme describing his or her personal style. Nine runners-up and two new Sears Biz Wiz Style Advisors will be selected by a panel of judges based on the most creative and original submissions.

The two new style advisors will travel to New York City (with three family members) to serve as fashion consultants to Sears -- at least for a day. The pair will visit the Seventh Avenue showrooms of major apparel manufacturers during the children's market week, offer style advice to Sears executives and help the buying team pick the coolest fashions to offer at its stores next spring.

The Sears Biz Wiz Style Advisors will also receive two new Compaq computers, with monitors and printers, for him/herself, plus one for a friend. The nine runners-up will each receive a $100 Sears gift card. In addition, each weekday between August 8th and September 22nd, two prospective style advisors will be selected to receive a $50 gift card/certificate redeemable at Sears.

Sears, Roebuck and Co. is a leading U.S. retailer of apparel, home and automotive products and services, with annual revenue of nearly $40 billion. The company serves families across the country through approximately 860 full-line department stores, more than 2,100 specialized retail locations, and a variety of online offerings accessible through the company's Web site, http://www.sears.com/ .

SOURCE: Sears, Roebuck and Co.

Contact: Marie Alexander of Sears, Roebuck and Co., 847-286-5060, email,
malex05@sears.com; or Montgomery Brown, 917-687-4599, email,
mbrown@212group.com, or Briana Haas, 212-343-1733, email, bhaas@212group.com,
both of 2wo One 2wo, for Sears, Roebuck and Co.

Website: http://www.styleadvisor2000.com/

Website: http://www.sears.com/