Promoting a new corporate image of Sears

Résumé du document

Sears was founded by Richard Warren Sears and Alvah Roebuck in the late 19th century. From its mail order beginnings, the company grew to become the largest retailer in the United States and its catalogs became famous. The first Sears retail stores were very profitable. Competition and changes in the demographics of its customer base challenged the company after World War II as its rural and inner city strongholds shrank and the suburban markets grew. Eventually, its catalog program was largely discontinued. The company had been the largest retailer in the United States until the early 1980s, but dropped significantly in rankings by the time it diversified itself and merged with Kmart. The current image of Sears is now considered as out of fashion, with a low quality and various problems of presentation. Sears needs to redefine the target of their stores to build a more fashionable image. The target could be from 8 to 55 years old, children, teenagers and women. The principal target would be young and dynamic women.

Extraits

[...] We thought that you could publish a new one, “special 21th century” for the new collection in a new and young spirit. IV. Future store 1-The rearrangement of the space We need to separate the hard goods from the clothes with different floors, apparels will be on the first floor and in a dedicated section. If there is only one floor, we can consider a hard separation between clothes and the hard goods and different entrances in the store. Women department will be the largest and clearly separated from the children, teenagers and old women departments. [...]

[...] Advertising Campaign We want to create the image of a young and fashionable store and erase the image of been” clothes. We want young and attractive models to represent the new collections with a spirit of freshness. It would be necessary to always use the same youthful models wearing Sears clothing in different situations. An aggressive advertising campaign which spans print, internet and television media would market the new Sears look. We will post advertisements in the subway where our target audience can be reached. [...]

[...] Promotion d'une nouvelle image de l'entreprise Sears I. Current Problems 1. Context To understand the situation better, we have completed some research about the history of Sears: Sears was founded by Richard Warren Sears and Alvah Roebuck in the late 19th century. From its mail order beginnings, the company grew to become the largest retailer in the United States and its catalogs became famous. The first Sears retail stores were very profitable. Competition and changes in the demographics of its customer base challenged the company after World War II as its rural and inner city strongholds shrank and the suburban markets grew. [...]

[...] A new design We need to give to the future store a new design, with spacious sell's areas and fitting rooms, large mirros, sofas, modern furniture and new accessories, and examples of fashion dresses with models who wear the new clothes. The atmosphere The new store needs a new atmosphere to make people feel good in the store and make them stay. We will rearrange the space with a clear and light space, diffuse a fragrance in the air, and play launch music. We could also add plasma tv with videos clips. [...]

[...] There are not enough fitting rooms, mirrors, and the design is basic. The staffing structure also presents problems. The position of fashion director has been vacant for nine years and employees do not believe that Sears can change radically Advantages Sears still stays profitable and represents the nation's fourth largest retailer of hard goods Sears Department Store is a chain of mid-range stores that are located in shopping malls. There are 926 full- size Sears store in the United States. [...]