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After Martinez left and financial operator Alan Lacy took the helm, Sears churned through a long line of chief apparel merchants, each with a different agenda. One year it was basic pull-on pants and pullovers. The next year it was cutting-edge contemporary designs. Sears' Tiffany Key Rings for sale move came in 2002, when it bought direct merchant Lands' End for $1.9 billion. The contrast of selling the preppy line of full-priced fleece and turtlenecks alongside Sears' in-house promotionally priced brands confused customers.

Eventually, Sears built separate Lands' End shops inside 293 of Sears' 897 department stores.The latest makeover differs from past attempts in one key aspect. Lampert moved the nucleus of Sears' apparel buying and merchandising operation to San Francisco in February and hired former Kmart and Mervyn's executive John Goodman to run it.

The office in downtown San Francisco has a staff of about 200. And Goodman works out of a cubicle like everyone else, an effort to shake up Sears' Tiffany Keys for sale corporate culture.

"We're looking at all different aspects of the business to tell people to give us another look," said Goodman, executive vice president of apparel and home at Sears Holdings. "There's a niche for us, and we can build it over time. It's not going to happen overnight."

Like many department stores that have lost teen business to fast-fashion retailers Forever 21, H&M and Zara, Sears is putting a spotlight on its juniors department. Teen clothing has been moved close to the mall entrance, where passersby can catch a glimpse of the Tiffany Money Clips for sale colorful merchandise, folded stacks of jeans and sweaters on half-moon shaped tables, runway groupings of mannequins wearing the latest fashion trends and flat-screen TVs playing music videos. And new merchandise arrives as frequently as every six weeks, instead of every six months.