Sears breaks 'interim' spring ads

Cuneo, Alice Z.; Snyder, Beth; Cardona, Mercedes M.
March 1999
Advertising Age;3/15/1999, Vol. 70 Issue 11, p56
Trade Publication
This article reports on the launch of an advertising campaign created by Y&R Advertising for retailer Sears, Roebuck & Co. in 1999. The interim campaign comes as the troubled retailer's new marketing chief and its two national advertising agencies scramble to develop an alternative to the once highly touted marketing strategy. The campaign includes more than a dozen 15-second fashion spots showing men, women and children. Each advertisement promotes specific sales, such as skirts and swimsuits for 25% off or capri pants for $20. In a style reminiscent of Gap advertising, the spots have no voice-overs and end with a musical variation of the Softer Side jingle. Sears has indicated that it will attempt to strengthen apparel sales by cutting prices on basics by 15% and cutting the number of vendors, while increasing ties with stronger vendors and building more in-store shops boosting its own store brands.


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