Dive Summary:
- In an article for Forbes, Pam Goodfellow, a Consumer Insights Director for BIGinsight, asserts that while its rival Macy's has evolved over its 150 year history, Sears is still struggling to grow its image beyond a '70's cliche.
- Having relied primarily on Kenmore and Craftsman in the past, Sears has taken steps to re-brand itself with a clothing line from the Kardashian clan to boost its standing in women's apparel.
- While the chain store boasts recent change in leadership, Sears will need to refocus its current path beyond tools, appliances and hardware if it plans to keep its doors open for much longer.
From the article:
"...Sears seems saddled with its 100+ year old roots, keeping the retailer bound to a dowdy, outdated, utilitarian image. Sears is “that place” where grandma shops…sometimes. Or it’s “that place” where we might look for an appliance…on the rare occasion when the refrigerator has gone kaput. It’s “that place” which is of little consequence to today’s shoppers..."
