When Sears launched its "The Many Sides of Me" campaign last year to help drive its clothing sales, many questioned whether it was going all-in to succeed despite one executive's assertion the company was "on a path to 'Feminize, Energize and Digitize' the Sears soft side brand positioning."
In recent months, the company announced it was remodeling clothing departments in 200 locations in key markets. Critics argued the move was another in a line of half-hearted attempts by a chain with thousands of locations in the U.S. and Canada.
Even the announcement of a deal to sell an exclusive line of women's, men's and children's clothing under the UK Style by French Connection brand beginning early this year has its skeptics. The brand will be available in 500 Sears stores and also on Sears.com.
A RetailWire poll in September of last year found 46 percent were somewhat or much more optimistic about Sears' clothing business than in the past. Of the balance, 31 percent were somewhat or much less optimistic and 25 percent were unchanged.
Yesterday, Sears Holdings announced another development in its clothing business with the hire of Lana Cain Krauter as SVP and president - Sears Apparel. Ms. Cain Krauter, was most recently president/chief merchandising officer for Bealls Department Stores. She also held senior positions with J.C. Penney Company, Goody's Family Clothing and Sears, Roebuck and Co.
"Lana is a great addition to our apparel team," said John Goodman, EVP - Apparel and Home, in a statement. "She brings to the company an excellent track record with brand, product and customer loyalty program development and a demonstrated success in creating and inspiring high performance teams."
Sears reported declines in its seasonal apparel business in the third quarter with the unseasonably warm weather being given as a contributing factor.
Discussion Questions: Does the latest announcement by Sears give you greater confidence the company is not only committed to growing it apparel business, but has a fighting chance to succeed? What advice would you offer Lana Cain Krauter as she gets ready to lead Sears efforts in clothing?