Sears “Arrive” Back-to-School Campaign
Check out the above 3 scans of Vanessa featured in the Sears Back-to-School catalog. Sears is restructuring it’s brand, as many other discount (budget) department stores have done. Target did it- and they have virtually re-invented themselves over the past six years. It’s a good tactic for business, but also a necesseity given the increasing slowdown in spending. According to The New York Times, American Express has already seen a 3% decrease taking their growth spending rate from 13 to 10 earlier this year.
So could Vanessa’s dazzling, dance-heavy commercial series and endorsement deal start the ongoing change Sears will need to help bring their brand’s numbers back up?
(Thanks Kylie!)
The Problem:
Sears has lost a total of 56 million dollars (and counting) in the last three months and the Sears Corp. stock closed at $86.14, which is down $3.22 in general over-the- counter trading goods.
-“Sears Stock Slides after First-Quarter Loss” Women’s Wear Daily (WWD) 6/4/08
A raft of consumer companies — high-end stores like Nordstrom and Tiffany, and middle-of-the-road ones like Target and J.C. Penny — reported a pronounced slowdown in growth last month, and in several cases an outright drop in business.
- January 14, 2008 “Americans Cut Back Sharply on Spending”, The New York Times
Why has there been a drop in sales? It’s not just Sears. Many stores are experiencing a steady decline and/or plateau in sales. Sears’ drastic drop has to do with quality of goods, locations, poor marketing, lack of fashion trends, and overall stagnant brand image.
The Fix-It:
The Arrive by Sears campaign is targeting an age demographic of 11-16 (with ages 13 and 14 being their main focus) through current fashion trends.
The above outfits showcase current, versatile (one pair of slacks which can be worn with other clothing outside or within the “Arrive” collection) outfits. I have not investigated the fabric and materials being used, but most likely Lycra has been used. Kids grow at a fast rate and Lycra presents the option to grow and continue to wear clothing for longer stretches of time than non-Lycra apparel.
Keep The Ball Rolling:
Sears cannot begin and end their journey into restructuring their brand simply with the “Arrive” campaign. They must hire on new talent (or re-new Vanessa’s contract(s) if initial sales prove beneficial and high for their company) and continue forth in revitalizing and re-introducing the Sears brand to today’s youth. It’s no small feat, not with power-house Target being the discount go-to, but even Target (whose stores were closing nation-wide at an alarming rate and going through constant liquidation) after initiating massive lay-offs and internal restructurization is now a brand that Sears should be looking toward to help attain their end goal of breathing new life into the company- and Vanessa Hudgens may just prove to be that source of O2 that has been lacking.
Pic and info source: Sears (if you scanned these could you please let us know so we can properly credit? Thanks!) vanessa-anne.org, the New York Times
July 25th, 2008 at 10:00 am
These must be in the Sears’ stores, right? I’m going to pop in and pick one up. I notice they are also selling Hannah Montana outfits, too.
July 25th, 2008 at 10:48 am
As a non sears shopper…i actually was there a couple of days ago and they had redone the who junior dept..or they were still working on it and it looked really good. V had a big poster right in the middle and i think that this was a good career move for her. I think that this will establish her even more…i can see her own fashion line her future and maybe sears would promote it? That could be a very good thing for her
July 25th, 2008 at 10:54 am
buy harry potter soundtracks
July 25th, 2008 at 11:09 am
i hope that it will turn out good for vanessa and sears
July 25th, 2008 at 11:36 am
wow she looks soo pretty!
July 26th, 2008 at 8:59 pm
As a parent of a girl in their demographic range I have to laugh. It’s not the Sears brand they are selling. The clothes that Vanessa is wearing are Southpole and Bongo. Where I live Sears is considered as one of the “high” end stores along with JC Penny, Dillards, and Yonkers. Of course the New York Times is going to place Sears in with Target and Wal-Mart because I guess to them shopping at Sears would be like shopping at Wal-Mart. Sears is using Vanessa to get the kids in the door to purchase clothing for $35.00 and up instead of going to Wal-Mart and Target where I can buy similar clothes for under $20. I’ve been BTS at Sears for the last 6 years because they have a program called Kid Vantage. IF I spend $100 then I get a coupon for 15% off and it comes with a warenty that the clothes will last before the kid outgrows them or they replace them for free. Target wont give you that kind of deal because they know their clothes wont last that long. They know that parents are trying to save every dollar they can. Go to Sears and spend $35 on one piece of clothing or go to Wal-mart and spend $35 on 3 complete outfits. As a parent I know better, but to a kid Vanessa is wearing it so it must be different. I guess it all boils down to where your used to shopping. It’s all a game and they will prob. do just fine with it not because they really changed anything, just they spent a little extra money for a celeb, to make you walk in their door instead of someone elses.
July 26th, 2008 at 9:08 pm
Thanks for that viewpoint, Kiersten! I haven’t worn anything from Sears (since I was a little kid). The Kid Vantage program sounds kind of rad and I agree, Sears is advertising using Vanessa’s likeness to get kids (and their parents) into their doors.
Sears possible re-structuring of their brand is more of what I was touching upon, but you presented a nice insight into shopping at department stores like Sears from a parental point of view, so I thank you for that.