Summary
Stores are not appealing to consumers. Apparel merchandise is boring and lacks a big name brand. Merchandising is lackluster and there are a lot of empty shelves especially in the hardlines section. Joining with KMart has not helped their brand name.
Analysis
As I visit Sears stores, I find their stores very boring especially in the softline areas. Other than Lands End, I find their apparel very low end and not very appealing.
With J.C. Penney's new softlines launch of American Living, this surely doesn't helps Sears as they usually compete as anchors in most malls in the country.
There strength has always been in hardlines with a huge focus on tools and their Kenmore appliance line. The T.V. show "Extreme Home Makeover" has helped keep their name in the spotlight, as they have showcased upscale appliances.
What they need is a huge marketing plan and new line of clothing to boost their image and be competitive.
Sears has long had a reputation of trust especially when it comes to lawn mowers, power tools, and most other hardline categories. That being said, they still need a major overall and re-branding image if they want to survive past 2008. Remind you a lot of Montgomery Wards?
