During the last five years, Sears has aggressively
pursued strong national brands and has also developed private apparel brands
that differentiate Sears from its competitors. Since turning its focus to
apparel, Sears has signed on national brands such as Vanity Fair, Trifari, Sag
Harbor, and Leslie Fay. New private brands that have driven significant
incremental sales for the company includes Classic Elements casual wear,
Apostrophe and Laura Scott career wear and Crossroads casual apparel.
In
addition, Sears began offering several national brands sold exclusively at
Sears, including First Issue, a Liz Claiborne company, a line of updated career
wear for women, and Circle of Beauty cosmetics. Sears has continued to advance
into new target groups by recruiting celebrities that represent those groups to
advertise for them. One of these is Gloria Estefan to open up the growing
Hispanic market. It also launched the Internet web site, which is in English and
Spanish for their products. This innovative style of advertising is why Sears,
Roebuck and Co. are a leading U.S. retailer of apparel, home and automotive
products and related services. .
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