Sears – Don't Just Go Back. Arrive.

Category: Retail
Brand/Client: Sears
Primary Agency: Y&R Chicago
Media Agency: MPG / Digital Kitchen


Back-to-school is a critical season for retailers, as success in this season is vital for achieving annual sales goals. It is widely considered an early indicator of holiday performance and an important means of gaining momentum heading into the fourth quarter. No doubt, the stakes were high for Sears.

Unfortunately, Sears had more than the average hurdles to overcome. In addition to the challenging economy all retailers were facing, Sears was also trying to shake a less-than-contemporary image that had been years in the making. Sears had lost touch with this core audience – Tweens, 8-12. We had come to be seen as old-fashioned and outdated and just weren't a meaningful shopping destination for this age group. Mom does have a veto vote, but it's her kids that drive the “where” and “what” of back-to-school shopping. And Sears didn't make their list. Sears was not considered a stylish destination for the trends and must-have outfits that kids need to start the year off right.