24 Jul '13, 2pm

Sears Opens Luxury Department Offering Rolex, Chanel, Jimmy Choo, Alaia, & Stella McCartney

Sears Opens Luxury Department Offering Rolex, Chanel, Jimmy Choo, Alaia, & Stella McCartney

Sears, well known for tools and appliances, never did very well with their “Softer Side” commercials, a soft strategy they tried to make inroads into higher-end, better designed fashion sales. And then had to move back to hard sell. So moving very upscale, even on a once-removed basis? Well, we’ll leave that to you to decide. But for a more generalizable POV we looked at the 2013 Customer Loyalty Engagement Index, Sears ranks #6 of seven brands we track in the Department Store category, but it also ranks 6th in the rational loyalty and engagement driver, “Range of Merchandise” (where Christian Louboutin shoes would be located), and the emotional engagement driver, “Shopping Experience” (the operative word being “shopping”). Two critical values when it comes to another category – Luxury Goods. Although in fairness, women seem to get pretty emotional about the Louboutin bran...

Full article: http://www.forbes.com/sites/robertpassikoff/2013/07/24/se...

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GreenBook Come See The More Expensive Side of Sears: Rolex, Chanel, Jimmy Choo, Alaia, & Stella McCartney

GreenBook Come See The More Expensive Side of S...

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Robert Passikoff is Founder & President of Brand Keys, Inc. and a sought-after speaker and thought leader on engagement an...

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