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so it's reaching out to teens
After spending years trying to get shoppers to embrace its softer side, the ailing retailer is still known more for hardware jeremy scott adidas than handbags. So its latest strategy to stem slumping sales is trying to tap yet another new market: the young, hip and urban.
Mom may decide what the acceptable place is to shop, the isabel marant sale kids are deciding what clothes they want and what places have it, said Richard Gerstein, Sears chief marketing officer. we come jordan for sale out of our season with much more relevance with this group, and improving our sales and profitability with this group, we think buy celine bag it a big win. the initiatives can help Sears shed its stale image is up in the air. What certain, experts say, is that the chain led by financier Edward Lampert desperately needs to reinvent itself if it going to survive.
a great place to buy a washing machine, but you wouldn want to get your jeans mulberry bags there, said Jayne Mountford, vice president air max trainers of trend reporting for Stylesight, a global retail forecasting firm.
That the sentiment Sears executives hope American Mall movie and the LL Cool J gear, which will be available in mid-September, can change particularly among the fickle and trend-conscious teen audience that so adidas wings far viewed the chain with caution.
American Mall, produced by the team responsible for the tween-loved School Musical series, is a massive cross-promotion between MTV and Sears.
Scenes for the 87-minute film were shot in a Utah Sears store. Characters wear Sears clothes, which shoppers can purchase. The air jordans for sale actors will appear in Sears advertisements and circulars. Meanwhile, Sears will sell the DVD and soundtrack in stores while promoting the film and getting commercial time when the movie airs on MTV on Aug. 11.
Neither Sears nor MTV executives would disclose their investment in the project, which has been in the works since November.
Some industry observers said they don believe Sears has the credibility to compete in the increasingly crowded teen market. Nor are they sure whether this latest effort will yield more success than previous initiatives aimed at bringing back shoppers.
to be everything to everybody is difficult because consumers have so many choices, said Morningstar analyst Kim Picciola. they can manage to reinvent themselves, I think it will be a big win for them. But I think that going to be a challenge in this current environment. in 1886, Sears helped pioneer the mail-order business and grew to become the nation largest retailer. It remained a back-to isabel marant school staple for mulberry purses generations but fell out of favor as shoppers who found its brands dowdy and unexciting defected to buy nike air max other stores.
In 2005, Lampert acquired Sears, Roebuck and Co. and merged it with Kmart under the umbrella of Hoffman Estates-based Sears Holdings Corp.
Under Lampert leadership, the company initially posted high profits, thanks in part to strong investment income. That income has long since disappeared along with the isabel marant sneakers company once-hefty war chest, which has dwindled as it spent billions buying back stock.
During adidas jeremy scott the most recent fiscal year, the company earnings dropped 44 percent to $826 million. During the first quarter of 2008, Sears lost $56 million its largest quarterly jeremy scott shoes online loss since the companies combined and issued a dour sales forecast for the rest of the year.
Sears blames its weak performance on tougher competition and slowing consumer spending because of the weak housing market and credit concerns. The company has also made poor inventory decisions that forced it to mark down items despite the success of popular brands such as Kenmore, Craftsman and DieHard and apparel lines such as Lands End and Joe Boxer.
All mulberry outlet UK of which makes Sears comeback that much more difficult to achieve.
need to get younger customers in their stores, said Michael Stone, CEO and president of brand licensing agency The Beanstalk Group. have enough trouble walking in Wal-Mart and buying clothes, and now they have to walk into Sears and walk through the washing machine and adidas wings 2.0 dryer section of the stores? It going to be very hard. SAFE:SafeMode --->
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