Sears

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Industry Analysis John Wanamaker created the first department store in 1876. This was a new idea of combining many specialty stores into one large store. Wanamaker also pioneered the use of price tags, money-back guarantees, newspaper ads, and white sales. His first store was a men's' and boys' clothing store in partnership with his brother-in-law Nathan Brown. Business grew during the Civil War, and by 1872, was the largest clothing retailer in the nation. A much larger store was created in 1876 which sold men's and women's clothing as well as dry goods, housed in a former railroad depot. In 1877, he added several other "departments" under the same roof. Wanamaker opened a second store in New York City in 1896, and continued enlarging his stores. The average size of the market is 14,714,835 million with and average sales of 19,645,287 million and employee size of 121,859 thousand. Sears has its market of 14,000,933 million and its sales and employee sizes are 41,388,000 million and 289,000 and ranks near the bottom in all three categories out of the 25 competitors which consist of Target, K-Mart, J.C. Penney and other department and discount stores. The retail industry is sensitive to market and economic trends. Profits can rise and fall fast. The shaky economy has been forcing consumers and businesses to reassess their strategies and move in new directions. For shoppers that means heading to discount chains; for designers and department stores, it's reworking strategy to go where shoppers are spending money; and for manufacturers, it means moving production overseas where labor is cheaper. Competition from abroad may also threaten American retailers. The influx of style-conscious, low-cost chains ... ... middle of paper ... ... Sears will hire the director from their last commercial spot, and outline the details for the type of commercial they want to portray. Some creative control will left up to the director but the commercial will have appeal to both men and women. Sears will portray the image that their stores are a convenient, well-priced, exciting place to shop. The commercial will feature power tools like craftsmen for the men, and house ware appliances like light fixtures and major appliances for women. The commercial will have a family appeal to let consumers know that everyone is welcome, and there are things for everyone to enjoy. A casting company will be hired, using the same one as from the last commercial, to cast the actors in the commercial. There will be one man, one woman, and one child. The commercial will be filmed at the Sears located in Westland Michigan.

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