Examples Of Rebranding Strategy For Sears

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Rebranding Strategy for Sears What happened to the world’s leading store in America? In 1886, Richard W. Sears initially began selling watches by mail order (Reference for business, n.d). Then, he partnered with Alvah C. Roebuck and opened Sears, Roebuck, and Company; who later on was bought out by Julius Rosewalg. Sears had a new vision, and it was to sell clothing by catalogs at low prices. It took thirty years for the first retail store to open, and led the largest retails and sales even after the depression. Sears’ competition began to win over their customers, causing them to make serious mistakes in the early 1980s. According to Mourdoukoutas, Sears grew rapidly, purchasing independent businesses, ceasing sales through…show more content…
According to Pagin, rebranding the product packaging is essential because it reflects consistent design which appeals to new customers (n.d). The R-Gear company will change the packaging, giving the customers a different perception about the enterprise. The advanced packaging will use recycled materials promoting environmental protection. The products will be delivered in smaller blue boxes in which everything is recycled developing sustainability. The goal is to have an optimized design in which it protects the product by using fewer materials. The packaging will attract the customer's attention with a unique design because it allows the company to stand out from their competitors. The client will know that their package is secure boosting their experience. Price Point Concerning the prices for the items sold at R-Gear Company will be affordable for the middle class but cheaper for the high-end class. The company will introduce new high-end products like clothing and shoe lines for Dolce Gabbana, Valentino, and Versace. The company will have exclusive deals for clothes, jewelry, and shoes allowing customers to take advantages of the stores' promotions and sales. The pricing will promote quality and luxurious for its goods. R-Gear Company will support the premium strategy, allowing customers to pay more but they will get the most out their purchases with the latest trends and the best customer
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