Assignment 4: Case 4-1 “Sears Goes Zwinky for Tweens and Teens”

If you look back through the past sixty years of fashion, you may notice a pattern.

In the introduction of Chapter 1 “Consuming Passions” “The Culture of American Consumption,” it talks about how American popular culture is grounded in consumption. With the media in our hand, it is a huge influence towards the advertising world. With how styles of clothing have been changing over time, this talks about how from the earlier times wearing a simple type of blue jeans can change between who wears them over the years. As stated, “ By the 1950s, however, blue jeans began to bear an additional class significance as “casual wear” for middle-class Americans.” (72). In 1970 these pants have then become a simple fashion wear. They have also been introduced as a hipster type wear. Then in 1980 through the early 2000s, baggy jeans were

People indulge in clothes shopping every day and often do not consider the changes that occurred throughout time that led to the development of mass produced clothing for both men and women. As a result of the Civil War, the production of clothing shifted from homemade clothing to clothing mass produced in factories. After the Civil War, Urbanization along with new developments, such as advertising and the new, wealthy urban class, increased the demand for mass produced women’s clothing and clothing stores that made clothing readily available.

Throughout the 1920s through the 1950s Women’s clothing in America was affected by World War II, which lead to the exploration of different styles, the encounter of new trends and the exchange of ideas and new styles.

Technology has had a major impact on the progress of fashion between the 1945’s and 1960’s and beyond. People used to have busy lifestyles before the growth of technology to help them. During WW2, there was a shortage of fabrics and people needed to preserve them. However, once the world got into a stable post-war time which were the 50s, there were more intricate outfits which used large amounts of fabric. Technology also allowed more different varieties of dyes and fibers to be made which added more of a personal touch to fashion and gave a feeling of wellbeing and comfort.

Renzetti and Daniel say By Choosing clothes that fit their kids gender it helps people distinguish them among other children and to other people. By distinguishing kids by gender at an early age it helps people know how to treat the child early. Parents give their daughters pink and yellow clothes to be identified by. People

The children’s fashion retailer’ sell children’s clothing, 14 years and younger. Their market are parents, grandparents, teens or the children and infant’s relatives. They can be segmented into smaller age groups.

the second largest retailer of the national chains. In the environmental analysis you will discover that Sears’ marketing toward women differentiated them from their competitor’s and increased their sales as well as their market share. They have had many social/cultural problems that they have had to overcome,

The 1940’s was a turning point in fashion when the New Look by Christian Dior was created in 1947. The new silhouette included soft rounded shoulders, was nipped in the waist, and had a long full skirt. This silhouette along with Christian Dior’s tight-skirted silhouette in dresses and suits and the A-line look all continued into the 1950’s and remained the three main silhouettes for most of the decade. His three silhouettes influenced all kinds of attire including prom dresses, casual everyday wear and even children’s clothing. Figure 4 shows my great grandmother and grandfather in their home in 1955. Everyday dresses were very important during this time because many women did not work but still wanted to remain fashionable in their home.

Strength: I believe one of Sears’s holdings most important strength is that they are a solid retail association since they provide the U.S. and Canada with over 3,847 stores. Furthermore, Sears has the lead in the market position, giving them another great strength. Moreover, they have balanced products combination, which help them with their strengths as well. Consequently, I believe Sears’s expansive product offering is a strength that helps them do their tasks so

Through my experience in the toy department of Wal-Mart I have learned that no toy is manufactured unintentionally but that each has a purpose and a targeted audience. This conclusion was made through my critical analysis of marketing, colour choices, layout, and cost in regards to the toys. As I strolled through the three aisles, sections of toys began to blend together as it was organized in an orderly manner; separated by colour choices and characteristics. As a result, it was made evidently clear which toys were being targeted to which specific sex. Moreover, from the flyer to the bright, over-the-top graphics, the marketing methods were very persuasive and convincing to children and parents alike. In addition, Wal-Mart used sale methods to draw customers to their products. These sales worked to promote the product to parents as well as reach families of different socio-economic backgrounds. However, despite their effort, the products within Wal-Mart do not achieve the reduction of the economic gap due to the separation of one product set, which increases overall cost of that whole product. In conclusion, Wal-Mart’s Toy Department worked to convince children and parents alike to need and want their product in addition to instilling societal gender stereotypes and sustaining economic inequalities.

In 1897 Sebastian Spering Kresge opened five-dime stores in Memphis and Detroit with John McCrorey as his partner. Two years later the partnership broke up and each person kept one city. Mr. Kresge kept the Detroit store and began expanding from there onward. In 1912 the company became incorporated as S.S. Kresge and was the 2nd largest dime store chain with 85 stores and annual sales of more than $10 million. In 1918 S.S Kresge was listed on the New York Stock Exchange. Throughout the decades, Kresge rapidly expanded eventually opening the first Kmart store in 1962 in Garden City, Michigan. By 1966 there were more 160 Kmart stores in the US and Canada. In 1968 Kmart began airing TV commercials. In the 1970s, Kmart continued to expand

Social and cultural changes are major determinants of emerging fashions. However, they are themselves affected by the other drivers of change that include globalization of world markets and accessibility of more sophisticated communications technologies. The latter has provided people with faster and wider access to more ideas and influences from other cultures and societies, driving demand for wider choice in fashion products.

The Years between the 1950’s and 1960’s was an explosive time in fashion. The 50’s represented an out coming of the new generation. People began to gain their own personal style and appearance, influenced by films and singers (“Vintage Fashion”). Their styles incorporated leather, jeans, corduroy, and the ballet shoes for the girls. Men’s wear began to drastically change. Men would wear a leather jacket, with jeans that narrowed at the bottom, and a simple t-shirt (Peacock 210-211). This was the first time in history that jeans were not just worn by the working class but by all men (“Brief History”). The man’s lust for flesh grew during this time, so women’s skirts began to get shorter and the bikini was invented. Clothes were made to glorify the female body and emphasize every curve. It wasn’t until the Barbie doll was created in the late 50’s that young girls began to have a separate fashion from their mothers. Young girls would wear sweaters with full skirts or pants

Sears is facing a huge problem when it comes to making profits anymore and they are continuing to shut down stores. They have already shut down over 100 locations due to them not being as successful as they used to be. They also have a failed stock, drained all their resources, and they are loaded with debt. This company is not able to pull through and make profits anymore because their CEO is not capable of making changes to the company to bring it out of it. He sees that the company is not as presentable as it used to be and it does not have the same appeal. People are not going to want to go to a store where it does not have anything to offer anymore. How can sears become profitable again if they are in such debt and trouble with stocks