‘Joe’ Revamps Sears?

Written by Ania Noelle // March 16, 2011 // Blog, Fashion, Miami // No comments

Looks like we can’t sleep on Sears anymore. They had a cup of ‘joe’ and are wide awake. Their latest circular campaigns prove they may be getting with the times.

I don’t know about anyone else, but I’ve always felt that places like Sears and JCPenny really miss the mark when it comes to their marketing. But has anyone ever noticed that they seem to have the most noticeable entrances to enter a shopping mall? Its kind of sad, every year you can tell they’re trying SO hard to get the attention of the 18-27 year old consumer. But places like Macys, Marshalls, Old Navy, Burlington Coat Factory, and even Target, fill that void every time.

Its a shame to see brands lose the interest of the very people they wish to please ,attract, and relate to. Or even worse, brands that start to blend in with a competitor i.e. Ralph Lauren & Tommy Hilfiger, Guess & Bebe, ALDO & Steve Madden ,just to name a few. On that note, something that comes to mind.. Juicy Couture. Question: As far as clothing, do they make anything OTHER than valore track suits? This is a serious question.

Serendipitously, I had to walk through one of these sad stores (Sears) in order to get to my main destination,(Sephora). Honestly, Sears reminds me a bit of Kmart, the lights seem to be really dim, older sleepy-looking salespeople, and there’s always a lonely stray cart in the pathways. Very depressing.

Long story short, something happened that never happens when I have to cut through Sears/JCPenny to get to another store… a piece of clothing caught my eye. It was bright, hip, trendy… and VERY reasonably priced! As I did further investigation, I found myself in the ‘joe’ by JOE Boxer section. JOE Boxer had its own section, people. That speaks volumes in itself!

After going through all the racks, I definitely felt it was worthwhile to spread the word. It was really a pleasant surprise. Thinking back, I did see the latest Sears circular in Sunday’s paper, and it had a different feel, this whole ‘UK Style by French Connection’ vibe going on. But moreso after seeing the ‘joe’ items, maybe there’s some hope for this dying retail giant after all.