Sears Home & Life

Tom Dougherty, CEO – Stealing Share

29 May 2019

Sears Home & Life is just lipstick on a pig

As if it were a bad movie sequel, Sears has unveiled its next blockbuster title: Sears Home & Life. I guess it was hoping it would be received like Sharknado 2: The Second One. No one really wanted it. But for some reason, people couldn’t stop watching it.

Sears Home & LifeSears Home & Life promises to be a scaled down version of a Sears without clothes. (As if Sears clothing lines are the root cause of Sears problems.) Instead, it will focus on items like mattresses, appliances, tools and home services.

I don’t know what it is like where you live, but I imagine there seems to be a mattress store every block or two. No wonder so many are going out of business. Additionally, if I want tools or home services, like new windows or something, I can visit Lowes and buy Sears’ old Craftsman brand. What does Sears think it’s replacing?

“You can dress it up or strip it down all you want. But it’s still a Sears, complete with all its brand baggage. Changing it up as Sears Home & Life doesn’t get rid of that.”

Sears Home & Life doesn’t address the real problem

Sears is trying to reinvent itself by becoming something else – a home improvement store, a mattress store and an appliance store. You can dress it up or strip it down all you want. But it’s still a Sears, complete with all its brand baggage. Changing it up as Sears Home & Life doesn’t get rid of that.

Sears’ problems are not because it sold clothes. Sears has problems because it holds a brilliant track record of failing to address the real problem, the Sears brand. All Sears is doing here with Sears Home & Life is putting lipstick on a big, ugly, smelly pig.

As stupid as I think this idea is, at least Sears is sort of trying. It tells me that not everyone in the company has started waving the white flag. So maybe there is hope yet. But the reality is that this is not the answer. It might be a small part of the answer.

But it misses the mark because it fails to answer the question, “Why Sears?” And no, it’s not because Sears represents home & life experts as the in-store signage claims. There are a great many stores who do that better.

Until Sears answers the fundamental brand question, all it has is a big, ugly, smelly pig named Sears Home & Life.

See more posts in the following related categories: Sears branding

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