They were an icon. They were quality. I predict they will go under and this isn't new. They were un-cool in the early 90's even. Nobody in my office dared say they got their shirts, ties etc at Sears. But times have gotten a lot worse. Sears and KMart merged or something and the KMart side is almost gone.
Why? There are a lot of reasons. People are fickle about where they want to shop. If you have money you go to a higher end retailer to say look at me or at least Target. If you don't you go to ehm, Sprallmart and Harbor Freight 'cause they're cheap.
I think Sears fell victim in part to what a lot of mature companies do--the feeling we are on top because we are right and there is no need to do things differently. But then it's hard to see the future. Sears never really got into internet sales which as we all know is taking a bite out of all brick and mortar stores and has basically killed catalog sales which Sears helped pioneer. Sears either didn't try or completely failed to foster a cool image with youth who are now middle aged. Nor did Sears strive to bring low prices like Walmart. Walmart is really pushing online presence even selling other merchants stuff on their site (I don't like it but it seems like the way things are moving).
What could Sears do to come back? What does the name mean to you?
Words that pop in my head when I hear Sears are history, catalogs, common. I do still think durable and quality when I think of their tools though I'm not sure they live up to it any more.
Somehow they need to re-brand themselves in such a way that peoples perceptions of them show them in a desirable light. None of the qualities I mentioned are necessarily bad. I think I would break it into separate stores (department stores are out). Craftsman tools needs to be a separate store for serious craftsman. An image that's a cut above Lowes and Home Depot. A brick and Mortar version of Snap-on with a focus on tools that are pricy but darn worth it. Perhaps power equipment could be in the same store. Clothing should be another store and find a niche that will profit from the history in the name Sears--perhaps "made in America". You go to sears to know your clothing is made in the USA--get it Sears=America=tradition. Appliances another store and again I'd focus on quality even with a higher price.
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