A few months ago we commented on Sear’s seemingly confused branding strategy that appeared to be without a clear positioning. And therefore we questioned where their acquisition of exclusive brands was headed. RCA for electronics. Bongo for fashion forward apparel. Their veritable brand Craftsman brand sold at Ace Hardware. A new golf equipment boutique. What was going on? A little known animated feature from decades ago made the statement that “a point in every direction is the same as no point at all.” Is Sears the perfect example?
Well, last week Sear’s made two more announcements …a new line under the French Connection parentage and a store-with-in-a-store concept with Forever 21. Now these two latest brand acquisitions are starting to make some sense. Bongo. French Connection. Forever 
21. A stable of brands that could have a consistent positioning – fast fashion. Maybe just enough to get new young consumers who have never experienced a Sear’s store to stop by and take a look. Interesting! A repositioning could be underway in terms of Sear’s fashion statement that could hold water.
I’m looking forward to seeing how this all gets executed. Will the looks be strong enough? Here’s a great opportunity for Sears to really step out with a new look and feel for their stores. Let’s hope the merchandising can live up to the promise of these brands and the designs and products deliver. If they do perhaps they can give Sear’s a foundation upon which to rebuild this once great American brand.
